Abstract In-game advertising (IGA) is a unique opportunity for advertisers to creatively interact with engaged consumers. As there continues to be tremendous growth in the gaming industry, research aimed at the nuances of gameplay on brand outcomes is needed to provide insight into effective IGA strategies. The current research contends that inducing players with a sense of autonomy through integrating customization features and enhancement of self-efficacy through successful game performance will contribute to players’ positive evaluations toward the game and advertised brand. A single-factor (customization versus noncustomization) experimental design, where participants played a car-racing game, was used to observe the effects of customization, game performance and self-efficacy on outcome variables. Avenues for future research on IGA are offered.

中文翻译：

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定制胜利：展示一种积极的方式来提升消费者的品牌态度

摘要游戏中广告（IGA）是广告商与参与的消费者进行创造性互动的独特机会。随着游戏行业的持续快速发展，需要针对游戏玩法对品牌结果的细微差别进行研究，以提供对有效IGA策略的见解。当前的研究认为，通过整合定制功能和通过成功的游戏表现来增强自我效能感，可以使玩家具有自主感，这将有助于玩家对游戏和广告品牌进行积极的评价。使用参与者参与赛车游戏的单因素（定制与非定制）实验设计来观察定制，游戏性能和自我效能对结果变量的影响。