Abstract
As suggested by its name, in-game advertising involves “the inclusion of products or brands within a digital game” (Terlutter and Capella, 2013). As games have become more sophisticated, so too has in-game advertising. Brands now have two distinct options when looking to invest advertising dollars in games; static placements and dynamic placements (Interactive Advertising Bureau, 2014).
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Charlton, K.G. (2018). Keeping It Real: Applying Realistic Periods of Gameplay to the Study of Recall and Recognition of In-Game Advertising in a Console Video Game. In: Cauberghe, V., Hudders, L., Eisend, M. (eds) Advances in Advertising Research IX. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22681-7_8
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