The industry is estimated at $7.2 billion dollars in 2016 (DFC Intelligence, 2011). Advertisers have correspondingly taken more notice of advertising in digital games and have increasingly invested in it. The digital game industry has become one of the largest entertainment industries globally and will continue to do so as the global market for digital games is expected to grow from $68 billion in 2013 to $96 billion in 2018 (DFC Intelligence, 2014, Herrewijn and Poels, 2014). Whilst the positive effect of perceived congruity through intrusiveness is reinforced by the perceived interactivity of the IGA, the effect of perceived congruity through realism is attenuated by perceived interactivity.ĭigital games have invaded every part of the population as millions of people from all socio-demographic segments play them (Herrewijn & Poels, 2014). Intrusiveness and realism, in turn, influence players’ attitude towards the IGA and their play intention of the fantasy game. The results indicate that the perceived congruity of IGA reduces the perceived intrusiveness of the IGA and positively contributes to the perceived realism of the fantasy game. An experimental study with actual fantasy game players (N = 619) following a 2 (Congruent IGA − Incongruent IGA) × 2 (Interactive IGA – Non-interactive IGA) between-subjects design was conducted. The present study investigates how the perceived congruity (the perceived level of fit between the execution of the in-game ad and the game environment) of in-game advertising (IGA) in fantasy games affects both players' attitude towards the IGA and their play intention of the fantasy game in which it is embedded, and how these effects are moderated by perceived IGA interactivity.
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