Game Advertising: A Conceptual Framework and Exploration of Advertising Prevalence

Martin Smith, John Suntherland, Bobby Mackie, Sally Sun

Research output: Contribution to JournalArticlepeer-review


Although academic business-based research into the area of Video and Computer Games (games) has increased in recent years, it will be shown that these have had a propensity to concentrate upon either Advergames or In-Game Advertising. However, this does not present the full picture of the association of games with advertising, and as such, a conceptual framework is offered, which is more inclusive of other aspects of marketing concepts used. Furthermore, our results into game advertising prevalence within the top 200 games within each year from 2005 through 2009 show that nearly 38% of these had advertising and marketing associations and that over 30% were through Around-Game Advertising associations.
Original languageEnglish
Article number1
Pages (from-to)94-124
Number of pages31
JournalThe computer games journal
Issue number1
Early online date15 Apr 2014
Publication statusE-pub ahead of print - 15 Apr 2014


  • video and computer games
  • game advertising
  • In-Game Advertising
  • Around-Game Advertising
  • advertising prevalence
  • marketing


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