Putting brands into play: how game difficulty and player experiences influence the effectiveness of in-game advertising

Laura Herrewijn and Karolien Poels

The study looks at the effectiveness of in-game advertising, focusing specifically on the impact of medium context.

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...

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