Online in-game advertising (IGA) may be the most promising of all new forms of advertising. This study examines the influence of the match between a game and advertising on the online IGA effect, using an 18-day experiment in which 562 online game players participated. The results indicate positive and significant effects of all three matching dimensions (congruity, integration, and prominence) on both interest in and the purchase intentions of players for the IGA. Moreover, players' interest has a positive effect on their purchase intentions during play. These findings have significant implications and suggest areas for further research.

Keywords: in-game advertising, match, advertising effect