Social contexts affecting the persuasiveness of gamified advertisement

Purpose This study aimed to explore and determine the social contexts affecting the persuasiveness of gamified advertising. With the digital gaming industry experiencing unprecedented growth, understanding the factors that enhance the effectiveness of gamified advertisements has become increasingly critical. Design/methodology/approach A mixed-method approach was employed, integrating a systematic review with a survey. In the first phase, a thematic analysis of 81 relevant scientific articles and sources identified three main themes: “audience characteristics and cognitive states”, “gaming environment and social dynamics”, and “brand familiarity and social influence”. The second phase involved a survey of 58 gamers to empirically validate these themes. Findings Statistical analyses, including the consensus index and Friedman test, revealed that all three themes significantly influence the persuasiveness of gamified advertisements. Brand familiarity and social influence emerged as the most significant, followed closely by gaming environment and social dynamics, while audience characteristics and cognitive states were ranked as less influential. The findings underscored the pivotal role of social interactions, psychological engagement and well-designed gaming environments in enhancing advertising effectiveness. Drawing on these insights, practical recommendations were provided for game designers, marketers and policymakers to optimize gamified advertising strategies while ensuring consumer protection. Originality/value The investigation is confined to understanding how social context can persuade the consumers through gamified advertising.