| Summary: | Advergames and persuasive mechanisms have attracted attention recently as they can emerge as advertising strategies to persuade consumers. Advergames can persuade people, brand loyalty and brand memory. However, there is a lack of guidelines or framework to develop advergames applications with an embedded persuasive strategy toward the brands as an advertising strategy. The guideline is crucial as it leads to a better understanding of game design structure. Therefore, this paper intends to review and propose the Persuasive Advergames Framework (PAG) as a framework for developing advergames as a persuasive strategy. The PAG Framework will help advergame designers develop a good game for promoting a brand or product. Besides, the advergame will aid the company business in promoting their product or brand with a more enjoyable platform. © 2023 IEEE.
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