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Rated A for Advertising: a critical reflection on in-game advertising

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Organization
Abstract
In the last two decades, the use of advertising inside existing digital games, or in-game advertising, has emerged as a promising new advertising medium, sparking the interest of the advertising industry, game sector and academic research. The aim of the chapter is to give an elaborate introduction to this practice of in-game advertising. We start by discussing the history and taxonomy of the use of advertisements in games, showing how brands can be integrated into digital game environments and how the phenomenon has evolved throughout the years. The chapter further explores the effectiveness of the advertising medium, discussing and juxtaposing results of (academic) research concerning people’s awareness and evaluation of in-game ad placements. Furthermore, we examine how gamers really think and feel about commercial practices inside the games they play and love, and discuss the implications hereof. Finally, areas for future research and forthcoming uses and evolutions of in-game advertising are considered.

Citation

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MLA
Herrewijn, Laura, and Karolien Poels. “Rated A for Advertising: a Critical Reflection on In-game Advertising.” The Handbook of Digital Games. Ed. Marios C. Angelides & Harry Agius. Wiley-IEEE Press, 2014. 305–339. Print.
APA
Herrewijn, L., & Poels, K. (2014). Rated A for Advertising: a critical reflection on in-game advertising. In M. C. Angelides & H. Agius (Eds.), The Handbook of Digital Games (pp. 305–339). Wiley-IEEE Press.
Chicago author-date
Herrewijn, Laura, and Karolien Poels. 2014. “Rated A for Advertising: a Critical Reflection on In-game Advertising.” In The Handbook of Digital Games, ed. Marios C. Angelides and Harry Agius, 305–339. Wiley-IEEE Press.
Chicago author-date (all authors)
Herrewijn, Laura, and Karolien Poels. 2014. “Rated A for Advertising: a Critical Reflection on In-game Advertising.” In The Handbook of Digital Games, ed. Marios C. Angelides and Harry Agius, 305–339. Wiley-IEEE Press.
Vancouver
1.
Herrewijn L, Poels K. Rated A for Advertising: a critical reflection on in-game advertising. In: Angelides MC, Agius H, editors. The Handbook of Digital Games. Wiley-IEEE Press; 2014. p. 305–39.
IEEE
[1]
L. Herrewijn and K. Poels, “Rated A for Advertising: a critical reflection on in-game advertising,” in The Handbook of Digital Games, M. C. Angelides and H. Agius, Eds. Wiley-IEEE Press, 2014, pp. 305–339.
@incollection{8511154,
  abstract     = {In the last two decades, the use of advertising inside existing digital games, or in-game advertising, has emerged as a promising new advertising medium, sparking the interest of the advertising industry, game sector and academic research. The aim of the chapter is to give an elaborate introduction to this practice of in-game advertising. We start by discussing the history and taxonomy of the use of advertisements in games, showing how brands can be integrated into digital game environments and how the phenomenon has evolved throughout the years. The chapter further explores the effectiveness of the advertising medium, discussing and juxtaposing results of (academic) research concerning people’s awareness and evaluation of in-game ad placements. Furthermore, we examine how gamers really think and feel about commercial practices inside the games they play and love, and discuss the implications hereof. Finally, areas for future research and forthcoming uses and evolutions of in-game advertising are considered.},
  author       = {Herrewijn, Laura and Poels, Karolien},
  booktitle    = {The Handbook of Digital Games},
  editor       = {Angelides, Marios C. and Agius, Harry},
  language     = {eng},
  pages        = {305--339},
  publisher    = {Wiley-IEEE Press},
  title        = {Rated A for Advertising: a critical reflection on in-game advertising},
  url          = {http://eu.wiley.com/WileyCDA/WileyTitle/productCd-1118328035.html},
  year         = {2014},
}