Levelling Up Brand Influence: A Review with the Persuasive Advergame Framework

• Published in: 2023 IEEE 21st Student Conference on Research and Development, SCOReD 2023
• Main Author: Rosli N.I.S.; Zain N.H.M.; Ahmad S.
• Format: Conference paper
• Language: English
• Published: Institute of Electrical and Electronics Engineers Inc. 2023
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85197686955&doi=10.1109%2fSCOReD60679.2023.10563740&partnerID=40&md5=d5a47395d5e56d8f80bf3579c424faf8

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.