From intrusion to advantage: uncovering the mediating role of perceived benefit in consumers’ responses to in-game advertising

This research examines the influence of perceived benefits on consumer responses to in-game advertising (IGA), using a mixed-method approach. A 2 × 2 between-subjects experiment exposed participants to advertisements differing in congruity and interactivity. Results showed that both interactivity and congruity positively affect perceived benefits, helping reduce psychological reactivity and promoting more favorable attitudes toward IGA. The data also reveal a suggestive compensatory pattern of interactivity in a low-congruity situation, although it is not statistically significant. A complementary qualitative phase identified several categories of perceived benefits, including hedonic, cognitive, personal, and social. This research challenges the traditional view that congruity and interactivity must work together, highlighting instead the central role of perceived benefits in mitigating intrusiveness and improving the effectiveness of advertisements in games. This study contributes to literature by providing a more detailed understanding of how to design advertising strategies aligned with players’ motivations, so that ads enhance rather than disrupt the gaming experience.