Artificial Intelligence in Video Game Advertising: Opportunities, Challenges, and Academic Perspectives

Çeber B., Yanmaz Ş.

in: Gamified Approaches to Advertising and Marketing Communication, IGI Global, pp.141-182, 2026 identifier

  • Publication Type: Book Chapter / Chapter Research Book
  • Publication Date: 2026
  • Doi Number: 10.4018/979-8-3373-6309-7.ch005
  • Publisher: IGI Global
  • Page Numbers: pp.141-182
  • Istanbul University Affiliated: Yes

Abstract

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.