Anneken Tappe and Antonia Miranda
Online gaming is both emotionally and physically engaging (Cohen, 2009).
EFFECTIVENESS OF IN-GAME ADVERTISING
In-game advertising is a market that will grow from $80 million in 2007 to $852 million by 2011 (2007, Multimedia Publisher)
US in-game advertising spending will more than double from $295 million in 2007 to $650 million in 2012 (Hendery, 2008)
A study by NeoEdge Networks in early 2009 found that online gaming provides substantially better performance and consumer perception than traditional TV advertising (Marketwire, 2009)
According to Lee and Faber, (2007) the highest chance of getting the most positive brand awareness results is under the following conditions: having a highly incongruent brand (meaning the brand content is incongruent with the game content) embedded in the focal area of a moderately-involved experienced or a highly-involved inexperienced player (accumulated result from 6 hypotheses)