The Effect of AI-Driven Personalisation in In-Game Advertising on Player Engagement and Purchase Intentions

Radoslav Baltezarević, Ivana Baltezarević

ABSTRACT:
In-game advertising has really taken off as one of the most exciting areas in the gaming world, especially with the help of artificial intelligence and player data that personalise ad content to individual preferences. When ads are relevant and blend seamlessly into the experience, they can greatly enhance player engagement and create a positive impression of brands, boosting their chances of making a sale. Navigating the world of data privacy and technology certainly presents its challenges, but we can rise above them by emphasizing transparent advertising and strong data protection strategies. This paper explores cutting-edge research to understand how artificial intelligence-driven personalisation in in-game advertising affects player engagement and consumer behaviour, all while maintaining a seamless user experience. It also highlights key ethical and regulatory concerns, particularly around data usage. According to the findings, making in-game advertising effective in the future hinges on adaptive personalisation, user control, and a commitment to privacy regulations.

KEY WORDS:
artificial intelligence, artificial intelligence-driven personalisation, digital games, in-game advertising, player engagement, purchase intentions.

DOI:
10.34135/actaludologica.2025-8-2.44-58

HOW TO CITE:
Baltezarević, R., & Baltezarević, I. (2025). The effect of AI-driven personalisation in in-game advertising on player engagement and purchase intentions. Acta Ludologica, 8(2), 44–58. http://doi.org/10.34135/actaludologica.2025-8-2.44-58

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