The development of multiple applications with features of games has brought about a new
trend–gamification. Gamification has become a fast-emerging practice in the business world …

In the past twenty years, the video game industry has established itself as a significant
contributor to the global entertainment economy. Compared to more established …

Gamified advertising has received considerable attention from advertising scholars over the
last two decades. In the literature, two main types of gamified advertising can be identified: in …

Firms increasingly use games to interact with their customers. Yet, surprisingly little is known
about whether, when, and how such “gamified” interactions engage consumers with a firm's …

Product placement in video games is gaining momentum as a means to target audiences in
an indirect and engaging way. This study uses a 2 (high repetition vs low repetition)× 2 (high …

Purpose Though the videogame literature is thriving, little remains known regarding the
effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study …

The aim of this study was to investigate whether the effects of advergame disclosures were
moderated by gamers' moods. More specifically, we tested whether the effects of disclosures …

Media professionals and scholars have examined the influence of media context on
advertising effectiveness for more than 50 years, but clarity regarding media-context effects …

In this study, we compared three 360-degree video ads with their counterparts—three
standard video ads—in terms of perceived ad novelty, presence (ie, spatial presence …

Over the past decade, persuasive games (advergaming) and advertising in games (in-game
advertising [IGA]) have been two types of engaging technology for promoting brands. This …