The Impact of Advertising on Video Games

Abstract

The advergame has positioned itself as an attractive advertising format for audiences since it uses the naturalness of its development and mechanics in the advertising field to achieve a commercial goal, differentiating the latter from social games. Therefore, this systematic review seeks to answer the following question: What has been the impact of advertising on video games over the last ten years in the Scopus database? The search criteria applied allowed the selection of fourteen papers related to digital media. The evidence was analyzed and divided into five categories. First, it focused on the efficiency of the advergame under the repetition of the advertising message, brand positioning, and user attitude. Second, the considerations for its efficient application were systematized. Third, the adaptation of the strategies during its development is detailed. Fourth, the FIFA case allows us to understand its usefulness in a similar scenario. Finally, the future of entertainment places advergame development in an ideal context for its growth. In terms of conclusions, it was determined that advergames helpfully benefit brands, as they influence the consumption of gamified branded products. In addition, the adaptation of strategies added to the friendly and non-intrusive format generates entertaining experiences for users. Finally, the limitations found are related to access to information and language that require translation engines, becoming an opportunity for study for future researchers due to its relevance to the academic world.