The video game industry has become a popular platform for brand promotion through in-game advertising. This study aims to assess the influence of game-specific factors on brand recall and attitude. The study uses a comparative research design to assess the impact of game-specific factors on brand recall and attitude in action and simulation games. The study collected data through a survey instrument administered to a sample of 500 video game players who play video games regularly. The study shows that game-specific factors have a significant impact on brand recall and attitude, and the level of interactivity and brand integration has a positive impact on brand recall and attitude. The simulation genre also has a positive impact on brand recall and attitude. The study provides valuable insights for brand managers and game developers, highlighting the importance of game-specific factors in brand promotion through video games.

Video games, brand recall, brand attitude

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