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Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children

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Abstract

Advergaming is seen as a valuable communication strategy which specifically targets children. Producers of advergames emphasize that the positive gaming experience transfers positive emotions to the brand. However, recent studies indicate that children, even at a young age, recognize the fact that advergames are “camouflaged” brand messages. This paper addresses the role of entertainment in the gaming experience and its impact both on reusing and recommending the advergame as well as on children’s attitudes towards the brand and on their behavioral intentions. Thus in this paper we deal with children’s perception of the gaming experience and its influence on brand attitude and behavior. Children aged 9 to 12 are the subject of this study as this age group is the main target group for many advergames.

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Waiguny, M., Terlutter, R. (2010). Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children. 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_12

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