Artificial Intelligence in Video Game Advertising: Opportunities, Challenges, and Academic Perspectives
Gamified Approaches to Advertising and Marketing Communication, IGI Global, ss.141-182, 2026
- Yayın Türü: Kitapta Bölüm / Araştırma Kitabı
- Basım Tarihi: 2026
- Doi Numarası: 10.4018/979-8-3373-6309-7.ch005
- Yayınevi: IGI Global
- Sayfa Sayıları: ss.141-182
- İstanbul Üniversitesi Adresli: Evet
Özet
This chapter examines the role of artificial intelligence in video game advertising, emphasizing opportunities, challenges, and academic perspectives. AI enhances personalization, programmatic advertising, and in- game brand integration while generative AI introduces creative possibilities. Despite these advantages, ethical concerns such as privacy, transparency, and data security remain. Literature reveals limited research on AI in this field; therefore, this chapter aims to provide a comprehensive overview for both scholars and industry professionals on how AI reshapes video game advertising.