Advergames, In-Game Advertising, and Social Media Games, Special issue of Journal of Advertising, Edited by Ralf Terlutter and Michael L. Capella; Deadline 15 Jan 2012

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Call for Submissions
Journal of Advertising
Special Issue

Advergames, In-Game Advertising, and Social Media Games

Special Issue Editors

Ralf Terlutter, University of Klagenfurt, Austria
Michael L. Capella, Villanova University, USA

Manuscripts are solicited for a special issue of the Journal of Advertising devoted to the interplay of gaming and advertising in new media. Authors may submit empirical or theoretical papers, including literature reviews that offer strong theoretical frameworks for research programs, content analyses, surveys, and experiments.

Gaming in different kinds of new media has significantly increased over the last several years and games have become an accepted advertising vehicle. In-game advertising (IGA) is the inclusion of products or brands within a computer or video game. The main objective of such games is to deliver entertainment and fun. Specifically, video and computer games currently available on the market, especially sports games, sell slots to advertisers in a similar manner as product placement in movies. Advergames, on the other hand, are custom-made games designed especially to promote a company’s brand or products. The goal of online advergames is to deliver a powerful message for the advertised brand and to achieve higher traffic on branded websites. Because the focus is usually on a sole brand and the primary purpose is brand communication, it is distinct from in-game advertising. Additionally, social media games are created to be played within existing major social networking websites such as Facebook. These types of games using social connections have dramatically increased recently making them especially relevant to both academicians and practitioners. So there is abundant opportunity for theoretical advancement (e.g., updating of existing theories and/or development of new theories, etc.) regarding advertising in computer games. Likewise, for advertising practitioners an increased understanding of these advertising formats would be beneficial as well. Thus, this special issue is devoted to gaining a better understanding of this form of advertising in the different types of computer games. Research questions and topics that may be addressed include but are not limited to:


  • Effectiveness of different types of computer games
  • Games for different target segments (adults, adolescents, children)
  • Entertainment and persuasion
  • Persuasion knowledge in online games
  • Public policy issues related to advertising in computer games
  • Integration/role of computer games in companies’ communication mix
  • Different genres of computer games (sport, violence, strategy, …) and brand related outcomes
  • Positive and negative brand outcomes from computer games (e.g., Does violence in computer games harm brand attitude?)
  • Viral behavior and social media games
  • Need for entertainment/gaming engagement
  • Factors influencing brand related persuasive power of IGA, advergames and social media games (e.g. gaming experience, time, repetition, …)
  • Behavior initiated by IGA and advergames
  • Reverse product placement of computer games
  • Brand community building via computer games
  • Brand related data mining in computer games
  • Regulatory issues for computer gaming and especially for advertising in computer games
  • Children and adolescents as specific target groups for IGA, advergames and social media games

Submissions should follow the manuscript format guidelines for the Journal of Advertising found at

Manuscripts should be submitted electronically to and in the subject line type: Advergames, In-game Advertising and Social Media Games.

General Submission Requirements

All submissions, reviewing, and notification regarding the special issue will be conducted electronically. Submission deadline: January 15, 2012.

Submission Information

In the body of your email, please provide:

  • Title of Paper
  • Primary contact person’s name, affiliation, mailing address, phone number, fax number, and email address
  • Names of other co-authors/participants, and their affiliations,
  • Key Words: 3 to 5 key words that identify the topic and the methods used in the research.

Electronic format for submission: Your submission will be a word document sent as an email attachment. All submissions should be scanned for viruses.

Make sure to save a copy of your submission information until notification of the final decision. Please ensure that submissions do not have author names on the title page.

Acknowledgement of receipt: The primary contact person will receive an acknowledgement of receipt of your submission by email. If you do not receive an acknowledgement email within a couple of days of submission, you should send an email inquiring about the status of your submission to Michael Capella or Ralf Terlutter.

Michael L. Capella
Department of Marketing
Villanova School of Business
Villanova University
800 E. Lancaster Ave.
Villanova, PA 19085

Ralf Terlutter
Professor of Marketing and International Management
University of Klagenfurt
Universitaetsstrasse 65-67
9020 Klagenfurt

Because reviewing will be blind, authors should refrain from identifying themselves or their affiliations in the body of the paper and in footnotes. Please note that it is the submitting author’s responsibility to make sure that the document does not contain any identifying information when saved as a Word file.