In-Game Advertising: Brand Integration and Player Involvement as Key Influencing Factors on Brand Recall

In-game advertising is proving itself as an important marketing tool because it promises a strong advertising impact when considering essential influencing factors. This study focuses on involvement and brand integration as influencing factors on brand recall. Regarding involvement, we aim to examine if players will remember significantly more brands than observers based on the former's higher levels of emotional involvement. Additionally, we examine if a more pronounced sports affinity, as an expression of personal involvement, positively affects brand recall. We aim to determine if significant differences between brand recall for prominent and peripheral advertisements can be observed regarding the degree of brand integration.