Mobile in-app advertising has become one of the most popular business advertising
platforms in recent years. This relatively new advertising strategy's annual spending has …

Purpose This study aims to examine the effects of in-game advertisement congruity,
interactivity and intrusiveness on gamers' attitude towards advertising and purchase …

Video games have come a long way—from the early 1980s and console-based systems to
online gaming and mobile applications. The vernacular has also changed, as industry and …

Users are actively protesting against invasive digital ads by downloading adblocking
software. Recent games developers introduce dynamic and interactive advertising into …

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 …

Oynanabilir reklamlar, reklam metinlerinin oyun mekanikleri kullanılarak oluşturulduğu,
reklam söyleminin oyun kuralları ve hikayesi ile iletildiği bir bağlamı imlemektedir. Dijital …

Nowadays, new technologies enable practitioners to create brand experience in the virtual
world of computer games. Marketers use product placement to reach potential and current …

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 …

Over the past several years, brands have entered the world of video games as part of their
branded content strategy. There are two types of video game advertising: advergaming and …

Mit der Erforschung massenmedialer Kommunikation rückte auch Werbung verstärkt in den
Mittelpunkt sprachwissenschaftlicher Untersuchungen. Doch während Werbung für …