Open access
Sep 2026
AI-driven personalization in advergames: enhancing consumer engagement and brand recall
The findings suggest that brands can strengthen advergame effectiveness by aligning gameplay mechanics with brand identity and providing meaningful opportunities for participation, while the responsible use of AI requires greater transparency regarding data collection, personalization mechanisms, and user control.
Bassant Eyada, Maged Farrag
· Frontiers in Communication · 0 citations