Advergames are digital games through which advertisers promote their brands. While many studies have explored the influence of the gamification of advertising, little is known about the effects of important advergame attributes such as gaming platform (device used to play games) and game speed (overall pace of games) on consumers' immediate and delayed memory, delayed attitude, and delayed intention to purchase the advertised brands. We address these gaps by conducting two experiments with fictitious brands (Study 1) and real brands that vary in the degree of familiarity (Study 2). Results reveal that a PC-based advergame generates better delayed memory than a mobile-based advergame, while gaming platform does not affect immediate memory. Also, it interacts with game speed only in the delayed situation. Brand familiarity moderates the effects of gaming platform and game speed on brand attitude and purchase intention in such a way that unfamiliar brands are more effective than familiar ones.

Advergames是数字广告，广告主通过这些数字广告来推广其品牌。尽管许多研究探索了广告游戏化的影响，但对于诸如广告平台（用于玩游戏的设备）和游戏速度（游戏的整体节奏）等重要advergame属性对消费者的即时记忆和延迟记忆的影响知之甚少，态度迟钝和购买广告品牌的意愿延迟。我们通过对虚拟品牌（研究1）和真实程度有所不同的真实品牌（研究2）进行两次实验来解决这些差距。结果显示，基于PC的advergame比基于移动的advergame产生更好的延迟内存，而游戏平台不影响即时内存。此外，它仅在延迟情况下才与游戏速度交互。