Play to Keep

Digital branding has developed new forms of immersive space for consumers and entertainment. Advergames are a subset of this change, providing highly interactive and gamified experiences that incorporate brand messages into the gameplay. These formats are practical depending on a variety of variables, including game design, brand integration, and other factors. This chapter applies a literature review to understand the effect of advergames on consumer perception, brand attitude, and behavioral outcomes. Based on the PRISMA protocol, 35 peer-reviewed articles were selected and synthesized using a visual and thematic analysis. The results indicate that the advergames have a psychological effect on the users, including flow, narrative engagement, and affective transfer, which eventually influence brand recall, preference, and purchase intention. This review adds a systematic review of the field, providing theoretical perspectives and practical implications for future research. The study provides a foundation for developing knowledge on advergames as a tool for brand messaging.