Gamified Advertising The Role of Ad, Game, and Player Characteristics

In this chapter, we explore gamified advertising as an innovative digital marketing strategy. Using the model of effects of gamified advertising (MEGA) as a framework, we explain how gamified formats, such as in-game advertising and advergames, shape consumers’ psychological and behavioral responses. We focus on three core dimensions of effectiveness: ad characteristics (e.g., brand placement prominence), game characteristics (e.g., game-brand congruity), and player characteristics (e.g., age). Through real-world examples, the chapter shows how these factors interact to influence advertising effectiveness. Finally, the chapter looks ahead to emerging developments, highlighting the impact of immersive technologies, generative AI, gaming influencers, and social dynamics on the future of gamified advertising.