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 seek to further increase the acceptability of their messages, advertisers should provide online gamers with actionable information that entertains them, addresses their personal needs, and mollify the deep concerns about privacy violations.