The impact of advertising value of in-game pop-up ads in online gaming on gamers’ inspiration: An empirical investigation

In online gaming, pop-up ads are effective advertising strategies with a high conversion rate. Businesses are actively using pop-up ads in online games for advertising. However, research into the advertising value of pop-up ads and its effect on gamers’ inspiration states remains scarce. This study aims to deepen our understanding of the value of in-game pop-up ads by applying the Ducoffe advertising value model. Specifically, we investigated...