Ranking Key Indicators for Effective Brand Integration in Advergaming Experiences Using the Fuzzy AHP Method

Advergames are a popular strategy for attracting customers and enhancing brand awareness by integrating brand-related content into video games. However, the effectiveness of this integration depends on factors such as game design, player engagement strategies, and the alignment of game content with brand identity. Despite the growing importance of this field, limited research has systematically identified and ranked key indicators affecting brand integration in advertising experiences. Most existing studies focus on specific aspects of advertising, such as the impact of brand placement, the role of rewards, and the effect of game competition on brand acceptance, without providing a comprehensive framework for collectively evaluating these factors. This research employs the fuzzy analytical hierarchy process (FAHP) method to identify and rank the most influential factors for brand integration in video game advertising. The ranking results indicate that these three factors, in order of priority from first to third, are crucial for effective brand integration in advergaming: creating player engagement with the brand, matching game type with product/brand, and aligning advertising content with target players. The findings of this research help marketers and game developers design more impactful advertising experiences that align with brand objectives and player expectations. Games function as entertainment tools and can influence customer engagement and loyalty while conveying the brand's advertising message indirectly and without causing irritation.

کلیدواژه ها:

Advergaming ، Decision making ، Fuzzy analytic hierarchy process (FAHP)