| Title |
Game on or game over? The influence of in-game advertising on consumer engagement |
| Authors |
Zagni, Luca Matteo ; Pera, Rebecca ; Hollebeek, Linda Desiree |
| DOI |
10.1080/00913367.2026.2712518 |
| Full Text |
|
| Is Part of |
Journal of advertising.. Abingdon : Routledge, Taylor & Francis Group. 2026, Early Access, p. [1-19].. ISSN 0091-3367. eISSN 1557-7805 |
| Abstract [eng] |
In-game advertising (IGA) is a controversial practice. Whereas emphasize its potential to enhance player engagement, others highlight its disruptive nature. Addressing this tension, this qualitative study, based on netnography and in-depth interviews, explores how IGA influences players’ emotional engagement. The findings show that emotional engagement is the interpretive mechanism through which players construct the meaning of IGA, shaping whether advertising preserves immersion or is experienced as a commercial intrusion. These interpretations are shaped by players’ experiences of advertising attributes (content, format and style, frequency, and length), enabling us to distinguish between narrative plausibility and narrative interaction as complementary mechanisms through which advertising becomes integrated into—or disrupts—the gaming experience. Managerially, the findings suggest that brands should design IGA around players’ emotional experiences, creating interactive advertising that strengthens immersion rather than interrupts it. |
| Published |
Abingdon : Routledge, Taylor & Francis Group |
| Type |
Journal article |
| Language |
English |
| Publication date |
2026 |
| CC license |
|
