The Influence of Brand–Game Congruity in the Promotional Phase of Advergames: The Role of Perceived Legitimacy

Advergames—video games created by brands to convey their message—are continuously used in advertising. As voluntary entertainment experiences, their success depends on both in-game engagement and pre-play promotion. This research examines how brand–game congruity influences consumer responses in the promotional phase. Three experimental studies explore the role of three types of brand–game congruity: advertising, image, and lifestyle congruity. The combined findings establish that high congruity strengthens perceived legitimacy, leading to more favorable attitudes and behavioral responses to both the brand and the game, prior to the game experience. These insights offer relevant managerial implications for optimizing both advergame promotions and advertising effectiveness.