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While other video games may use in-game advertising (such as an advertisement on a virtual billboard or branding on an in-game object), an advergame is differentiated by the Interactive Advertising Bureau as a "game specifically designed around [the] product or service being advertised". [1] An advergame is considered a type of advertainment.
Freemium and free-to-play games are typically playable online and provide a free basic game with options for players to purchase advanced features or additional items. [29] They operate under the theory that a gamer will pay for additional in-game features after investing enough time in the game. [30]
The reaction to in-game advertising has been overall positive, with 73% of players being happy with ad-funded games. [19] The effectiveness of advertising in video games is debated by scholars. [3] [20] [21] Brand name recognition in sports game has been shown to be low among college students, although players did retain fragments of the brand ...
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Free-to-play games are free to install and play, but once the player enters the game, the player is able to purchase content such as items, maps, and expanded customization options. [7] Some games, such as id Software's Quake Live, [8] also use in-game advertising to provide income