Abstract
In-game advertising (IGA) may offer an attractive opportunity for advertisers to reach an elusive consumer segment if messaging is managed effectively. In this study, the authors applied media uses and gratification theory to investigate factors related to gamers' acceptance of advertisements in online games across various platforms. They also investigated the influence of the acceptance of IGA on gamers' word-of-mouth behavior and attitudes toward brands and products featured in online IGA. Using structural equation modeling as a basis for its hypotheses, the study reveals that "informativeness," entertainment, self-brand congruity, privacy concerns, and invasiveness are associated with online gamer attitudes toward IGA. In turn, attitudes toward IGA are related to word-of-mouth intentions.