ABSTRACT
Since the term advergame was first coined and defined, a growing number of scholars have turned their attention toward advergames and have proposed several definitions applicable to the different purposes of their studies. None of the definitions previously proposed, however, include all of the elements that are necessary to define this practice precisely and to differentiate it from other marketing strategies. In this chapter, I undertake a critical review of previous definitions proposed by scholars for the term ‘advergames’ and I propose a new definition for this concept.
