In-Game Advertising and Brand Recall Among Children: The Role of Immersion and Ad Format in Online Gaming Environments — A Systematic Literature Review

Rationale: Advertising in covert, interactive and embedded forms is prevalent in computer games and advergames targeting children. Whereas immersion and interactive nature of advertisements may lead to increased engagement, the effect of such techniques on cognitive results (such as brand recall and recognition) is unclear in terms of empirical research. Systematic analysis is needed to explain this issue. Primary Objective: To critically appraise empirical studies that examine the effect of ad formats (advergame versus in-game ads, static versus interactive ads) and player engagement on brand recall, brand recognition, and other advertising effects on children and adolescents (under 18 years old).