Abstract
In recent years, a steady number of empirical studies on advergaming have been reported (Mallinckrodt and Mizerski, 2007; Mau and Silbrer, 2008; Waiguny et al., 2009). Narrowly defined, advergaming is “the use of interactive gaming technology to deliver embedded advertising messages to consumers” (Chen and Ringel, 2001). This unique form of branded entertainment ranges from simply featuring a brand in the gaming environment to creating more elaborate virtual experiences with the brand (Wallace and Robbins, 2006).
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Okazaki, S., Yagüe, M. (2010). Play Our Game and Tell Your Friends: Pringle’s Brand Campaign on a Mobile Social Networking Site. In: Terlutter, R., Diehl, S., Okazaki, S. (eds) Advances in Advertising Research (Vol. 1). Gabler. https://doi.org/10.1007/978-3-8349-6006-1_13
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