Research on the effects of in-game advertising has grown steadily during the twenty-first century. However, most studies have investigated only single-player contexts and have not taken into account the elements of multiplayer settings that are common to many gaming environments. Therefore, the current experimental investigation examined the impact of multiplayer contexts on the effectiveness of in-game advertising. Results indicate that playing with a partner versus playing alone enhanced players' recall of ads, but the mere presence of a partner was not sufficient in explaining the difference: partner disposition had an impact such that playing with a friendly partner generally elicited the greatest response. Further, attitude toward one's partner mediated the effects of playing mode on ad recall. Practical implications regarding multiplayer game settings are discussed.
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