Advertisers often try to employ new technologies to deliver advertising messages to consumers. One way is to embed advertising messages that promote a product or service in Web-based or video games, and this integration of advertising and game is called advergaming. Through playing these interactive games, players become aware of certain brands, products, or services; form favorable attitudes to them; and increase demand for the featured brand, product, or service. This alternative way of product promotion has become popular, especially with the increasing number of online gamers. According to the marketing author and practitioner Geral Marolf, there are two types of advergaming. One type is to create a product-themed electronic game, and the entire game is a virtual commercial that centers on promoting a product ...