This paper presents a synthesis of doctoral research conducted within the area of In-Game Advertising (IGA). Utilising a systematic literature review, we identified a total of 45 articles published between 2002 and 2013. Through meta-analysis, we provide insights into the different research designs, sampling strategies, statistical analysis tests and citations/references utilised. Our results identified four main research concepts of previous IGA investigations, including memory recall, consumer attitude, general and content analysis-based studies. These were further categorised into 30 research themes and 8 research categories. These 45 articles accumulated 1,451 citations published within 22 peer-reviewed journals and had a total of 99 unique authors / co-authors. We conclude that more research is required in terms of examining different interest groups, game genres and research participants, as well as undertaking more longitudinal and cultural based studies to allow for a more rounded understanding of In-Game Advertising influencing factors.
|Number of pages||30|
|Journal||The Computer Games Journal|
|Publication status||Published - 30 Nov 2014|
- in-game advertising
- systematic literature review
- brand attitude
- memory recall