Systematic mapping of in-game advertising & advergames

Abstract

The purpose of this research is to conduct a state-of-art mapping on IGA & Advertising using quantitative content analysis. Individually, contribute to the literature by exploring studies from roots to current in this research and essential insights using quantitative content analysis and text analytics of the 103 papers from Web of Science. One of the techniques used Latent Dirichlet Allocation to analyzes de literature. We outlined several ways that can contribute to the advancement of theories and studies in the field. The results confirm that the most prominent literature has focused on developed countries with a similar pattern, opening up opportunities to understand new cultures or comparative studies. The insights presented in the research can offer a holistic view of the research field with insights for the future development of online games and an understanding and sensibility for Young people, cultural aspects, social tactics or think new persuasion models in the IGA & Advertising. This research contributes and provides new knowledge to the literature specialized in IGA and Advertising, specifically for the use of a different kind of analysis as text analytics and LDA algorithm.