Mobile advergame: analysis of flow, attitudes and competitor trait as the moderating variable

Abstract: Advergame as a new approach in advertising has recently attracted the attention of many researchers and practitioners. Despite the growing investment, managers still do not have a comprehensive understanding of the success factors of advergames. To the authors’ knowledge, there are no studies that address success factors in advergames. The purpose of this paper is to comprehensively explore the success factors of advergames to enhance the markets' insight regarding the implementation of advergames.,This study investigates the success factors of advergames implementation using the mixed-method approach. For this purpose, along with a literature review, some semistructured interviews with experts were conducted and the obtained data were analyzed using the thematic analysis. Then a survey was conducted to validate the extracted factors and criteria. The quantitative data were analyzed by Student t-test and factor analysis.,The results indicated that the main success factors of advergames are game design factors, brand/product-related factors, players' personality-related factors and technical factors. The rank orders of the mentioned factors and their subcriteria were identified using their respective variance.,In advergame initiatives, technical issues must be considered along with game design factors, brand/product-related factors and players' personality-related factors simultaneously. The findings can assist managers to understand all aspects of advergames adaptation and assess the weaknesses and strengths of adervgame projects.,Although the intersection between digital games and advertising has had a growing trend in both practical and academic contexts, there are few studies on what factors must be considered during advergames development and implementation. The main contribution of this study is to explore the important aspects of advergames success and their priorities. The findings provide a comprehensive insight on the interdisciplinary aspects of advergames.