New Approaches to Consumer Behavior Research Within the Scope of Gamevertising

Digital games have evolved beyond mere entertainment to become interactive platforms for marketing and advertising. Gamevertising refers to advertising strategies integrated with the gaming experience, encouraging active player engagement. This chapter examines the interaction between digital games and consumer behavior from a neuromarketing perspective. Methods such as EEG, fMRI, Eye-Tracking, GSR, and Facial Coding allow analysis of the cognitive, emotional, and neurophysiological effects of in-game advertising on players. Additionally, consumer engagement, brand awareness, and emotional bonding are explored through Flow theory and Uses & Gratifications theory. Overall, the chapter highlights how player and consumer identities intertwine in the digital age and how gaming environments transform interaction between brands and consumers.