Abstract:IntroductionThis study presents the findings of a systematic literature review on the academic study of advergames. The evolution of the marketing paradigm has recently opened new avenues for the study of advergames, such as understanding how the brand narrative could be used within a game to achieve diverse marketing objectives, their value for brand engagement through games, or new applications of the specific characteristics of emerging platforms for advergaming. Therefore, this study aims to provide an ove… Show more
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