Advertising in digital games: attitudes, persuasive impact, and moderating factors University of Antwerp
Today, digital games are the fastest growing advertising medium, making in-game advertising a highly relevant research topic. This project aims to tackle general attitudes of players towards this new and increasingly popular advertising format. A second objective is to investigate how the persuasive impact of in-game ad placements is moderated by emotionally and contextually induced factors such as digital game experiences.