Advertisers’ interest in advergaming reflects itself in a growing expenditure on
advergames within marketing communication budgets and the expectation is
for a continued expansion of these efforts going forward. Scholars’ interest in
advergames is also increasing as proved by the Journal of Advertising devoting
a special issue on the topic in 2013. The growing interest of advertisers and
advertising agencies in advergames is fueled by their capability to engage
teenagers and young adults