I have some references that could help you ;-)

·        - Abulafya Alain et Scemama Steven (2012) : l’advergame : la nouvelle arme de l’annonceur MEMOIRE Spécialisation Digital Business ESG management school.

-          Gupta P. (2006), Emerging role of Advergaming, Advertising Express, ICFAI University Press, juin, 23-28.

• Sxeetser, P. and Johnson, D. 2004. Player-centred game environments: Assessing player opinions, experiences and issues. In Entertainment Computing - ICEC 2004:

·         Youn S. et Lee M. (2004), Advergame playing motivations and effectiveness, Advertising, promotion and new media, M.R. Stafford et R.J. Faber (eds), M.E. Sharpe, Armonk, NY, Etats-Unis, chapitre 15, 320-347.

I hope that is helpful !

I have some references that could help you ;-)

·        - Abulafya Alain et Scemama Steven (2012) : l’advergame : la nouvelle arme de l’annonceur MEMOIRE Spécialisation Digital Business ESG management school.

-          Gupta P. (2006), Emerging role of Advergaming, Advertising Express, ICFAI University Press, juin, 23-28.

• Sxeetser, P. and Johnson, D. 2004. Player-centred game environments: Assessing player opinions, experiences and issues. In Entertainment Computing - ICEC 2004:

·         Youn S. et Lee M. (2004), Advergame playing motivations and effectiveness, Advertising, promotion and new media, M.R. Stafford et R.J. Faber (eds), M.E. Sharpe, Armonk, NY, Etats-Unis, chapitre 15, 320-347.

I hope that is helpful !

You may find the following references useful:

1/ Adis, A. A. A., Kim, H. J., Majid, M. R. A., Osman, Z., Razli, I. A., & Ing, G. P. (2015). Purchase Behaviour in Advergame and the Effect of Brand Attitude as a Mediator. Asian Social Science, 11(5), p249.

2/ Lee, J., Park, H., & Wise, K. (2014). Brand interactivity and its effects on the outcomes of advergame play. New Media & Society, 16(8), 1268-1286.

3/ Rifon, N. J., Taylor Quilliam, E., Paek, H. J., Weatherspoon, L. J., Kim, S. K., & Smreker, K. C. (2014). Age-dependent effects of food advergame brand integration and interactivity. International Journal of Advertising, 33(3), 475-508.

4/ Nora J. Rifon, Elizabeth Taylor Quilliam, Hye-Jin Paek, Lorraine J. Weatherspoon, Soo-Kyong Kim and Karen C. Smreker (2014). Age-dependent effects of food advergame brand integration and interactivity. International Journal of Advertising, 33(3), 475-508.

5/ An, S., Jin, H. S., & Park, E. H. (2014). Children's advertising literacy for advergames: perception of the game as advertising. Journal of Advertising, 43(1), 63-72.

;)