摘要：Changes in advertising media and the increasing sophistication of mobile technology are propelling the advertising field forward and have positively influenced the success potential of different types of game advertising forms. The purpose of this paper is to evaluate the current state of mobile in-game advertising and then place it into the context of the wider discussion evolving in the advertising field. Mobile-games- based advertising can be seen as one form of branded entertainment. This study employs as its methodology a literature review and synthesises a framework for positioning mobile in-game advertising in the wider field of advertising. For academics, this paper identifies a number of fruitful research opportunities. For managers it provides insights on how to conduct mobile in-game advertising.
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