What Factors Affect Consumer Acceptance of In-Game Advertisements? Click "Like" to Manage Digital Content for Players

In-game advertising (IGA) may offer an attractive opportunity for advertisers to reach an elusive consumer segment if messaging is managed effectively.

What Factors Affect Consumer Acceptance of In-Game Advertisements? Click “Like” to Manage Digital Content for Players

Gina A. Tran and David Strutton

University of North Texas

Management slant

  • Intrusive or off-putting advertisements can prompt online gamers to prematurely abandon games or respond negatively to advertisements.
  • Advertisers should learn more about how to introduce advertising into online or SNS gaming portals that most gamers still (rightly or wrongly) view as private spaces.
  • To increase the likelihood of in-game advertising acceptance by online gamers, advertisers should only deliver messages and discuss brands with which targeted gamers can identify.
  • As they...

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