As the popularity of gaming has increased, the importance and effectiveness of in-game advertisements have become more relevant to marketers. However, despite this development, both marketing academics and practitioners do not fully comprehend how consumers respond to in-game advertisements. This study focuses on the dynamics associated with in-game advertisements, considering the privacy concerns and ad relevance expectations of consumers/gamers.

• Ushio Dazai(Fukuoka University, Japan)
• Takashi Okutani(Oisix ra daichi Inc., Japan)