Existing item scales that have been constructed for the measurement of identification with human and human-like avatars in MMOGs and virtual worlds seem to be inappropriate for the measurement of identification with non-anthropomorphic avatars in video games.
First, what are you thinking about when you say "non-anthropomorphic avatars"? Space ships, cars?
If so, Reeves and Nass (in Media Equation) have argued and shown some empirical evidence that people treat, for example, computers like real people in many respects.
In my upcoming research project I want to measure players' identification with their customizable cars, like the ones in Rocket League.
In the meantime I found some item scales for constructs like absorption and embodied presence that should be applicable to non-anthropomorphic avatars.
The Media Equation may provide a proper theoretical framework.
As you said absorption and embodied presence concepts should work. In addition PENS physical presence subscale scale could work, but it is not measuring identification. My embodiment with game characters (player character embodiment subscale) might also be usable (https://petrilankoski.wordpress.com/2016/09/13/embodiment-scale/)
The concept of identification or character engagements most often assumes that there are some kind of emotional coupling between the character and viewer/reader/player; without assuming that people see emotions and other human qualities like intentional actions, identification/character engagement does not make conceptual sense (cf. my player character engagement article dx.doi.org/10.1177/1555412010391088).
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