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<p>As gaming becomes pervasive across demographics, brands are trying to capitalize on this channel to engage with consumers in increasingly immersive ways. However, they face numerous challenges in enhancing the effectiveness of these advertising strategies. This systematic literature review investigates the impact of advertising strategies on consumer behavior within digital gaming environments. Using a comprehensive analysis of existing research, the study explores the integration of advertising strategies in games, highlighting the overlap and divergence between advergame and in-game advertising. Furthermore, the review examines how these approaches affect engagement and advertising effectiveness differently and influence player interaction and brand perception. This study also provides guidelines to delineate the two distinct approaches, clarifying the separate streams of research associated with advergames and in-game advertising.</p>

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Convergence and divergence in digital game-based advertising: a systematic review of advergames and in-game advertising

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年3月14日

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  • Luca Matteo Zagni,
  • Gabriele Baima,
  • Binh Do,
  • Lam Duc Xuan Nguyen

摘要

As gaming becomes pervasive across demographics, brands are trying to capitalize on this channel to engage with consumers in increasingly immersive ways. However, they face numerous challenges in enhancing the effectiveness of these advertising strategies. This systematic literature review investigates the impact of advertising strategies on consumer behavior within digital gaming environments. Using a comprehensive analysis of existing research, the study explores the integration of advertising strategies in games, highlighting the overlap and divergence between advergame and in-game advertising. Furthermore, the review examines how these approaches affect engagement and advertising effectiveness differently and influence player interaction and brand perception. This study also provides guidelines to delineate the two distinct approaches, clarifying the separate streams of research associated with advergames and in-game advertising.