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Play Buddies or Space Invaders? : player's attitudes toward in-game advertising

Poels, Karolien; Janssens, Wim; Herrewijn, Laura - In: Journal of advertising : official publication of the … 42 (2013) 2/3, pp. 204-218

Persistent link: https://www.econbiz.de/10009778524

Putting brands into play : how game difficulty and player experiences influence the effectiveness on in-game advertising

Herrewijn, Laura; Poels, Karolien - In: International journal of advertising : the quarterly … 32 (2013) 1, pp. 17-44

Persistent link: https://www.econbiz.de/10009722525

Exploring player responses towards in-game advertising : the impact of interactivity

Herrewijn, Laura; Poels, Karolien - In: Digital advertising : theory and research, (pp. 310-326). 2017

Persistent link: https://www.econbiz.de/10011646123

The effevtiveness of in-game advertising : an analysis of the impact of game context and player involvement on brand awarness

Herrewijn, Laura; Poels, Karolien - In: Advertising in new formats and media : current research …, (pp. 307-333). 2016

Persistent link: https://www.econbiz.de/10011473443

Chapter 14 The Effectiveness of In-Game Advertising: An Analysis of the Impact of Game Context and Player Involvement on Brand Awareness

Herrewijn, Laura; Poels, Karolien - In: Advertising in new formats and media : current research …, (pp. 307-333). 2016

Purpose Digital gaming has become one of the largest entertainment sectors worldwide, increasingly turning the medium into an attractive vehicle for the communication of advertising messages. As a result, the incorporation of products or brands in digital games or in-game advertising (IGA) is...

Persistent link: https://www.econbiz.de/10015366508