Around Game Advertising

<jats:p>In a highly competitive environment, digital games offer alternative worlds that serve as ideal platforms for marketing communication and advertising for brands seeking new avenues. In-game advertising or advergames are applications that cannot be overlooked at this stage. On the other hand, another application that receives less attention in the literature but is frequently encountered is what Smith et al. (2014) refer to as “Around-Games Advertising” (AGA). This concept refers to applications where advertising messages are not directly present in the game environment but are conveyed through applications such as banner ads, cross-promotion, sponsorship, and/or interstitial ads. In this context, this chapter discusses the relationship between games and advertising in terms of around game advertising.</jats:p>