The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games

Abstract

The study presents a framework for the analysis of advertising in digital games. It reviews literature on in-game advertising, advergames and advertising in social network games. The framework distinguishes between stimulus characteristics of the game as well as of the advertising that lead to psychological responses toward the game and the brand and to actual behavior toward the game and the brand. It takes into consideration individual factors of the player and social factors surrounding the player. In addition, theoretical models of advertising perception in digital games and issues regarding regulation are addressed. Directions for future research in the area of advertising in digital games are provided.

Acknowledgments

Ralf Terlutter (PhD, Saarland University, Germany) is a professor of marketing and international management and vice-dean of the School of Management and Economics, Department of Marketing and International Management, Alpen-Adria-Universitaet Klagenfurt.

Michael L. Capella (PhD, Mississippi State University) is an associate professor of marketing and associate dean of graduate and executive programs, Department of Marketing and Business Law, Villanova School of Business, Villanova University.