Call for Papers

Special Issue on Gaming and its Relationship with Advertising, Marketing and Communication

The Journal of Interactive Advertising is pleased to announce a special issue addressing gaming and its relationship with advertising, marketing and communication. Advances in interactive technology have helped facilitate a gaming explosion in recent years with personal computers, console systems and handheld devices attracting millions of players worldwide. This tremendous growth has lead to a more representative population among gamers and unquestionably caught the attention of advertisers. The goal of this special issue is to improve our current understanding of recent trends, existing obstacles and the potential convergence of advertising and gaming. JIAD encourages both academics and practitioners from diverse disciplines interested in expanding the body of knowledge of this intriguing area to submit manuscripts.


Any topic that addresses the impact of advertising, marketing or communication in gaming is appropriate for this special issue, with particular emphasis placed on empirical research, conceptual papers, and insightful case studies. Suggested topics include but are not limited to:

  • Product placement and/or sponsorships within gaming environments.
  • Branding: Including influences on brand attitude, effects of brand loyalty and building brand equity in the gaming industry.
  • Niche lifestyles and audience segmentation associated with gaming.
  • Cross-cultural issues related to gaming and promotion.
  • Influence of immersive systems, virtual reality, 3D visualization, and the sensation of presence in gaming on consumer behavior.
  • Industry trends and forecasts associated with advergaming.
  • Social impact of virtual gaming communities (e.g. MMORPG).
  • Integration of online and offline marketing communication efforts.
  • Persuasion and the impact of violence and/or gender identity in gaming.


The submission deadline is February 27, 2004. Submitted manuscripts will be subject to a double-blind peer review process and must not have been published, accepted for publication, or presently under consideration for publication elsewhere. Electronic submission is expected via email in either Word or PDF format, with all manuscripts following the JIAD guidelines ( The target publication date for this special issue is fall 2004.

Questions and article submissions should be directed to the special issue editor.

Dr. Terry Daugherty
Guest Editor, Journal of Interactive Advertising
Department of Advertising
The University of Texas at Austin
Austin, TX 78712
(512) 471 ­ 8917
[email protected]

©2004 Journal of Interactive Advertising

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