With virtual reality (VR) video game users beginning to see beta advertisements within game
play, this conceptual article adds a needed digital and interactive marketing research …

This study investigates how the perceived congruity of an in-game advertisement with the
game environment and its perceived interactivity affect fantasy game players' perceived ad …

The current paper contributes to the study of in-game advertising (IGA) effectiveness by
investigating the 24 impact of social setting on brand awareness (ie brand recall and …

The present study investigates how the perceived congruity (the perceived level of fit
between the execution of the in-game ad and the game environment) of in-game advertising …

The past decade has been marked by an increase in the number of products sold through
online shops. Various types of businesses that originally were only available offline have …

This chapter presents an introduction to this practice of in-game advertising (IGA): providing
a definition, an overview of its benefits and drawbacks, and an outline of the industry …

Digital games are firmly ingrained in our culture. From the 1970s onwards, they have
gradually evolved into an extremely popular entertainment medium. 2.2 billion people from …

No other entertainment sector has experienced the same explosive growth as the digital
game industry. From the 1970s onwards, digital games have evolved from a pastime …

This study offers gamers' insights to a worldwide popular loot-box game that is widely
associated with gambling: FIFA. Through an ethical lens, this study looks at how gamers …

Purpose: This study aims to investigate the effectiveness of branding through mobile games
with ingame advertising (IGA). The concept of in-game advertising will be linked with game …