Advertising, Marketing Communication, and Digital Games: A Research on the Transformation of Brand Placement
in: Gamified Approaches to Advertising and Marketing Communication, IGI Global, pp.1-43, 2026
- Publication Type: Book Chapter / Chapter Research Book
- Publication Date: 2026
- Doi Number: 10.4018/979-8-3373-6309-7.ch001
- Publisher: IGI Global
- Page Numbers: pp.1-43
- Ondokuz Mayıs University Affiliated: Yes
Abstract
One of the most significant trends in marketing communication strategies in recent years has been to consider digital games as advertising platforms and to support brand visibility efforts with in- game ad placements. This study will focus on the role of ads placed in digital games in marketing communications and examine the impact of in- game brand placements. The study utilizes a qualitative research approach, examining digital games such as Subway Surfers and Block Blast using content analysis. The analysis focuses on the type of in- game ad, its location and position, duration, potential relevance to the game, brand visibility, and its relationship to the user context. This analysis examines the awareness- raising potential of in- game advertising, its relationship with users and the game context, ethical responsibilities, and its contribution to brand visibility and sales strategies. The results of this study contribute to the field of research and offer important recommendations for brands, advertisers, and game developers, who are the primary focus of marketing communications.