Video games have come a long way—from the early 1980s and console-based systems to online gaming and mobile applications. The vernacular has also changed, as industry and academic professionals have adopted the term digital games over video games in favor of more modern applications of the technology. According to the Entertainment Software Association ([ESA] 2019), a large percentage of U.S. households have at least one video game player (75%), and the gaming industry contributes more than $40 billion in value to the U.S. economy. Games are also no longer played only by adolescent males, as gamers have gotten older (the average gamer is 35 years old) and more diverse (females represent 46% of the gaming population) (ESA 2019). As such, marketers and advertisers have come to recognize that games represent unique opportunities to reach a diverse audience through a fun and engaging medium. Brands can co-opt the engagement of digital games through in-game advertising (IGA) and advergames. IGA places branded products within a gaming environment to co-opt that engaging and entertaining experience (Terlutter and Capella 2013). IGA is has shown to be quite effective at delivering a marketer’s message. Research has shown that IGA can have a positive impact on brand awareness (particularly for interactive in-game ads) (Herrewijn and Poels 2017), brand attitudes/evaluations (Yoo and Eastin 2017; Vermeir, Kazakova, and Tessitore 2014), and even purchase intentions (Chang et al. 2010). Advergames, on the other hand, prominently and strategically feature the brand within the game environment (Peters and Leshner 2013). As such, advergames uniquely present the brand in a positive and prominent manner that best reflects the brand’s position (Cicchirillo and Mabry 2016). Advergames have also shown to positively affect brand attitudes (Wise et al. 2008; Lee, Park, and Wise 2014) and purchase intentions. (Choi and Lee 2012; Lee, Park, and Wise 2014). Research in this field of marketing and advertising, while robust, has become somewhat stagnant. Focus on outcomes related to affective reactions based on congruity or violence has been established; therefore, new research is necessary. Findings on memory, recognition, and recall with both IGA and advergames have been established; again, new research is necessary. Thus, new directions for research are necessary to help guide marketers and advertisers to better understand IGA and advergames literature. The current special section of the Journal of Interactive Advertising addresses this shortfall by offering research that focuses on gameplay itself and gameplay outcomes. Also, if we need to understand new directions, it is helpful to know what research has already been conducted through review of the material. The first article, by Yoon, offers a bibliometric review and cocitation analysis of research on advergames and IGA and offers new agendas for future research based on those results. The second article, authored by Eastin, Netto, Xu, Lee, and Mabry-Flynn, investigates how customization and game performance impact gameplay self-efficacy and attitude toward the brand. This research importantly helps marketers and advertisers understand IGA strategies. The third article, by Moulard, Kroff, Pounders, and Ditt, offers a new conceptual model of suspense in games that focuses on the reward and punishment structure of games. The implications for this research can greatly affect both IGAs and advergames because game design elements, such as winning and losing, are highly influential in terms of motivating consumers. While these studies are varied in nuance and methods, they are needed to extend our understanding of how games can persuade. I hope future researchers will look at these

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数字游戏广告（IGA和Advergames）：并非所有娱乐和游戏

从1980年代初期和基于控制台的系统到在线游戏和移动应用程序，视频游戏已经走了很长一段路。随着行业和学术界人士采用术语“数字游戏”而不是“视频游戏”，以支持该技术的更现代应用，这种说法也已改变。根据娱乐软件协会（[ESA] 2019），美国大部分家庭至少拥有一个视频游戏机（75％），游戏产业为美国经济贡献了超过400亿美元的价值。游戏也不再仅由青春期的男性玩，因为游戏者年龄越来越大（平均玩家年龄为35岁）并且变得更加多样化（女性占游戏人口的46％）（ESA 2019）。因此，营销人员和广告商已经认识到，游戏代表了一种独特的机会，可以通过一种有趣且引人入胜的媒体吸引不同的受众。品牌可以通过游戏内广告（IGA）和advergames选择参与数字游戏。IGA将品牌产品放置在游戏环境中，以选择引人入胜的娱乐体验（Terlutter和Capella，2013年）。IGA已被证明在传达营销商信息方面非常有效。研究表明，IGA可以对品牌知名度（尤其是互动式游戏内广告）（Herrewijn和Poels，2017年），品牌态度/评估（Yoo和Eastin，2017年； Vermeir，Kazakova和Tessitore，2014年），甚至是品牌产生积极影响。购买意向（Chang等，2010）。另一方面，Advergames 在游戏环境中突出和战略性地展示品牌（Peters和Leshner，2013年）。因此，advergames以积极和突出的方式独特地展示了品牌，最能体现品牌的地位（Cicchirillo和Mabry 2016）。Advergames还显示出对品牌态度（Wise等，2008； Lee，Park和Wise 2014）的积极影响。（Choi和Lee，2012； Lee，Park和Wise，2014）。市场营销和广告领域的研究虽然强大，但已停滞不前。已经建立了对基于一致性或暴力的情感反应相关结果的关注；因此，有必要进行新的研究。已经建立了有关IGA和advergames的记忆，识别和回想的发现；同样，新的研究是必要的。从而，有必要提供新的研究方向，以帮助指导营销人员和广告客户更好地了解IGA和advergames文献。《互动广告杂志》当前的特殊章节通过提供针对游戏本身和游戏结果的研究来解决这一不足。另外，如果我们需要了解新的发展方向，则可以通过回顾材料来了解已经进行了哪些研究。Yoon撰写的第一篇文章提供了对advergames和IGA研究的文献计量回顾和引文分析，并根据这些结果为未来的研究提供了新的议程。第二篇文章由Eastin，Netto，Xu，Lee和Mabry-Flynn撰写，研究了定制和游戏性能如何影响游戏的自我效能和对品牌的态度。这项研究重要地帮助营销人员和广告商了解IGA策略。由Moulard，Kroff，Pounders和Ditt撰写的第三篇文章提供了游戏中悬念的新概念模型，其重点在于游戏的奖惩结构。这项研究的意义可能会极大地影响IGA和advergames，因为游戏设计元素（例如，输赢）在激励消费者方面具有很大的影响力。尽管这些研究的细微差别和方法各不相同，但仍需要它们来扩展我们对游戏说服力的理解。我希望未来的研究人员会研究这些 这项研究的意义可能会极大地影响IGA和advergames，因为游戏设计元素（例如，输赢）在激励消费者方面具有很大的影响力。尽管这些研究的细微差别和方法各不相同，但仍需要它们来扩展我们对游戏说服力的理解。我希望未来的研究人员会研究这些 这项研究的意义可能会极大地影响IGA和advergames，因为游戏设计元素（例如，输赢）在激励消费者方面具有很大的影响力。尽管这些研究的细微差别和方法各不相同，但仍需要它们来扩展我们对游戏说服力的理解。我希望未来的研究人员会研究这些