Abstract
An online experiment was conducted to study the effects of brand placements in computer games on brand attitude as well as game attitude (N = 521; between subject design: familiar vs unfamiliar brands vs no brand). Results show that particularly unfamiliar brands can achieve a better attitude, while the attitude towards the familiar brand worsens as a result of ad placements. In any case, the game will suffer as a result of the integration of advertising: attitude towards the game worsens as a result of ad placement. However, these effects were not moderated by ad scepticism. In terms of the process of attitude formation, attitude towards the game has a direct impact on attitude towards the advertised brand.
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