Abstract Over the past decade, persuasive games (advergaming) and advertising in games (in-game advertising [IGA]) have been two types of engaging technology for promoting brands. This study examines how research on advertising within digital gaming has developed and evolved. The authors compile bibliometric data using the Web of Science, create a citation-based knowledge map, and explore the current state of research on advertising in digital games. Specifically, we employ bibliographic coupling and co-citation analysis methods and visually illustrate bibliometric networks. We discuss the topical relations and themes of advergaming and IGA research and further provide a robust road map for future research.

中文翻译：

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数字游戏中的广告：文献计量学评论

摘要在过去的十年中，说服性游戏（平凡游戏）和游戏中的广告（游戏中广告[IGA]）已成为吸引品牌推广的两种吸引人的技术。这项研究考察了数字游戏中的广告研究如何发展和发展。作者使用Web of Science编制了文献计量数据，创建了基于引用的知识图谱，并探索了数字游戏广告研究的现状。具体来说，我们采用书目耦合和共引分析方法，并直观地说明书目网络。我们讨论了advergaming和IGA研究的主题关系和主题，并进一步为将来的研究提供了可靠的路线图。