Redefining in-game advertising

A precise definition of concepts is a fundamental pillar for constructing valid and reliable knowledge. Consistency in terminology is essential in order to use a common conceptual framework, avoid ambiguities, and facilitate comparability of studies. Following PRISMA guidelines, we ran a systematic literature review searching in Scopus and Web of science databases to identify and analyze the definitions of in-game advertising (IGA). Also, we ran a series of interviews with professionals from the advertising and video game industries in order to understand the professional view of the term. Confusion has been found in the use of IGA and related but different concepts, both in the literature and professional practice. Therefore, we presented a decision tree to facilitate coherent naming in the advertainment area of research and summarized all the research in a redefinition of IGA that synthesizes and updates the previous ones: is the integration of persuasive content, created for a real advertiser, that is part of the playable elements of a video game which has not been developed by the advertiser. This is the first study that uses a systematic approach to define IGA. The decision tree helps scholars and practitioners to clearly classify critical terms related to IGA (i.e., advertainment, advergaming, advergame, product placement, IGA, AGA). The updated definition and the decision three will help scholars to develop a more coherent literature on IGA and related concepts

MEDLINE · Political science · Systematic review · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Games and Media · Digital Marketing and Social Media · Law · Psychology

• Beyond Advertising and Publicity

  Siva K Balasubramanian•Journal of Advertising•1994

  Incluir item

• Attitudes and Attitude Change

  S Chaiken, Charles Stangor•Annual Review of Psychology•1987

  Incluir item

• The PRISMA 2020 statement

  Open Access•Matthew J Page, Joanne E McKenzie et al.•BMJ•2021

  Incluir item

• Persuasion in Society

  Jean G Jones, Andi McClanahan et al.•Persuasion in Society•2017

  Incluir item

• Persuasive Games

  Ian Bogost•Persuasive Games•2007

  Incluir item

• The Gamification of Advertising

  Ralf Terlutter, Michael L Capella•Journal of Advertising•2013

  Incluir item

• Comparing Brand Awareness Levels of In-Game Advertising in Sport Video Games Featuring Visual and Verbal Communication Cues

  Open Access•Patrick Walsh, Matthew H Zimmerman et al.•Communication & Sport•2013

  Incluir item

• Clarifying and Defining the Concept of Liquid Democracy

  Open Access•Chiara Valsangiacomo•Swiss Political Science Review•2022

  Incluir item