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Digital gaming has become one of the largest entertainment sectors worldwide, increasingly turning the medium into an attractive vehicle for the communication of advertising messages. As a result, the incorporation of products or brands in digital games or in-game advertising (IGA) is expected to grow steadily over the course of the following years. However, much work is still needed to determine and optimize the effectiveness of IGA. The goal of the chapter is to advance IGA effectiveness research by investigating the influence of three aspects of the context in which a game is played and the player’s involvement in response to this context on brand awareness.

To this purpose, three experiments were set up. The first experiment (between-subjects, N = 121) investigated the impact of the social setting in which a game is played, the second experiment (within-subjects, N = 31) examined the effect of the game controls that are used, and the third experiment (between-subjects, N = 62) analyzed the influence of the game story.

The findings of the experiments show that the game context can significantly influence the way in which people recall and recognize brands that are included within its environment and that examining the player’s involvement in response to this context can provide useful information regarding the processes underlying this effect.

These findings contribute to the knowledge of when, how, and in which games advertising can be incorporated in order to achieve games’ full potential as an advertising medium.