ABSTRACT
The academic study of advergames’ effectiveness has been orientated primarily toward reception analysis, in which the effectiveness of advergames is assessed by applying methodological frameworks borrowed from other fields and not specifically designed to be applied to this object of study. This chapter is centered on understanding the factors that determine advergames’ effectiveness. I also carry out a critical analysis of previous research conducted on this topic. The identification of the factors that determine advergames’ effectiveness and the evidence of inaccuracy in previous research are used to support my belief that it is necessary to broaden the understanding of how digital games can be used as medium for advertising.
