Putting brands into play: how game difficulty and player experiences influence the effectiveness of in-game advertising
Laura Herrewijn and Karolien Poels
University of Antwerp
Introduction
Digital gaming has become one of the largest entertainment sectors worldwide. Millions of people from all socio-demographic groups are spending more and more of their leisure time playing digital games. As a result, the advertising industry has taken an interest in this medium, believing it may be a suitable vehicle for integrating advertisements and reaching their target markets (Schneider & Cornwell 2005; Mau et al. 2008; Mackay et al. 2009; Nicovich...