Özet:

Technological developments and the changes in consumer characteristics with the influence of different elements have directed the advertising sector to different communication works and channels to reach consumers or their customers. In recent years, entertainment-centered advertising work has been used to catch young consumers. There are also entertainment-content applications and brands that work together with games advertising. Game ads, prepared on the basis of video games with different design and reality perception features every day, are impressive advertising works designed specifically for a single brand. Since the center is designed by combining the brand with entertainment, it attracts the interest of digital consumers especially today. The attraction of consumer players to them, the conformity to the digital developments of today, and therefore the tendency of advertisers to use these practices, the academic studies have also directed the impact of these practices from different perspectives.  However, although game ads have video game features, the result is an advertising application. Therefore, it is predicted that the perception that consumers have about game advertising in the framework of the game-advertising duality, the attitude towards the game and the brand, and therefore the intention of behavior towards the brand, will be differently influenced. Since there is no study in literature on this subject, this study aims to reveal the relationship between the game advertising perception, the game-brand attitude and the brand-oriented behavior intention. The results of a semi-experimental study of 620 people aged 18 to 24 who were playing video games show that the game ads were perceived as a game, even if they were aware that they were designed for a commercial purpose. Regardless of what it is, this perception that the player has is determined that it does not affect the behavior intention to the brand with a attitude towards the game and the brand.

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