Resumen

JAVIER, De-la-Vara-López,  y  GIORGIO P., De-Marchis. Redefining in-game advertising: A systematic literature review and an updated definition. Revista de Comunicación [online]. 2024, vol.23, n.2, pp.35-52.  Epub 12-Dic-2024. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc23.2-2024-3497.

To build valid and reliable knowledge, it is essential to have a precise definition of concepts. Terminological consistency is crucial to use a common conceptual framework, avoid ambiguities, and facilitate the comparison of studies. Following PRISMA guidelines, we conducted a systematic literature review, searching Scopus and Web of Science databases to identify and analyze definitions of In-Game Advertising (IGA). In addition, we conducted a series of interviews with professionals from the advertising and video game industries to understand the professional view of the term. Confusion was found in the use of IGA and related but different concepts in both the literature and professional practice. Therefore, we present a decision tree to facilitate consistent naming in the advertainment research area and summarize all the research in a redefinition of IGA that synthesizes and updates previous definitions.

Palabras clave : video games; advertainment; advergaming; in-game advertising; around-game advertising; product placement; definition; systematic review.

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