Are Banner Advertisements in Online Games Effective?

Catch and Shoot: The Influence of Advergame Mechanics on Preference Formation

“…According to Digi‐Capital (), games account for the 40% of all mobile app downloads and 72% of mobile app revenues across both the iOS and Android mobile platforms. Although the assumption is that interactive brand content within an advergame can affect subsequent preferences, most research into advergaming has focused on advertisements appearing in or beside traditional games (e.g., Yeu et al., ; Peters & Leshner, ). Through Studies 1 and 2 in this current research, the authors have demonstrated that advergames with interactive branded content can influence subsequent preferences through manipulations of affective response, perceptual fluency, and perceived difficulty.…”

“…With the growth of advergames, more research has been devoted to examining the interactive effects of advertising and gaming. Recent articles have explored the effectiveness of banner advertisements in online games (Yeu, Yoon, Taylor, & Lee, 2013), the impact of violent game content on attitudes (Waiguny, Nelson, & Marko, 2013), role of firm-game fit on product placements within videogames (Peters & Leshner, 2013), and efficacy of advergames relative to informational apps (Bellman, Potter, Treleaven-Hassard, Robinson, & Varan, 2011). One less-researched area of advergaming, however, is the instance in which branded content is inte-grated into the actual game play experience.…”

Research of indirect advertising in video game industry

“…This is especially notable for brands for which players have previous favorable attitudes, so they automatically stimulate further elaboration (Gangadharbatla, Bradley and Wise, 2013). Therefore, empirical findings indicate that players actually have explicit and implicit memory of advertisements, despite the concentration put on playing games (Yeu et al, 2013).…”

Advergame Nedi̇r Ve Ne Deği̇ldi̇r? Advergame’i̇ Anlamak İçi̇n Davranişsal Teori̇leri̇n Yeni̇den Özetlenmesi̇

“…Since the first video game entitled 'Spacewar' was developed by Massachusetts Institute of Technology (MIT) researchers in the 1960s (Pohl, 1963), digital games have become widespread, and they have attracted millions of people at different ages. Going hand in hand with this trend advertising in digital games has rocketed up, transforming games into an important medium to promote brand-related messages to large numbers of people around the world (Yeu et al, 2013). The first known advertisement in a digital game appeared in a game called 'Adventureland'.…”