[Baer, R.H. (2005) ‘Foreword’, in Wolf, M.J.P. (ed.) The Medium of a Video Game, ix-xvi. 3rd edition. Austin: University of Texas Press.]Search in Google Scholar
[Clientwell (2006) ‘First Ever Banner Ad Revisited. Cited 14.9.2007’, http://commercial-archive.com/node/114815]Search in Google Scholar
[Csikszentmihalyi, M. (1990) Flow. The Psychology of Optimal Experience. New York: Harper & Row, Publishers Inc.]Search in Google Scholar
[Desurvire, C. & Toth (2004) ‘Using Heuristics to Evaluate the Playability of Games’. Cited 10.10.2008. http://www.behavioristics.com/downloads/usingheuristics.pdf10.1145/985921.986102]Search in Google Scholar
[Dubuc, B. (2002) ‘Memory and Learning’. Cited 22.11.2007. http://thebrain.mcgill.ca/flash/a/a_07/a_07_p/a_07_p_tra/a_07_p_tra.html]Search in Google Scholar
[Duke, C.R. & Carlson, L.B. (1993) ‘A Conceptual Approach to Alternative Memory Measures for Advertising Effectiveness’, Journal of Current Issues and Research in Advertising, 15:2, 1-14.10.1080/10641734.1993.10505000]Search in Google Scholar
[Duke, C.R. (1995) ‘Exploratory Comparisons of Alternative Memory Measures for Brand Name’, Psychologyand Marketing, 12:1, 19-36.10.1002/mar.4220120103]Search in Google Scholar
[Economist (2006) ‘Wonders of the Metaverse’. Cited: 15.10.2008. http://www.economist.com/surveys/displaystory.cfm?story_id=6794220]Search in Google Scholar
[Edery, D. (2006) ‘In-Game Ads: Quick Q&A with Mike McHale (Konami)’. Cited 15.1.2007: http://www.edery.org/category/ads-in-games/]Search in Google Scholar
[Engage (2011) ‘Engage In-Game Advertising. Cited 12.9.2011’. http://www.engageadvertising.com/#/about_us/engage]Search in Google Scholar
[Ermi, L. & Mäyrä, F. (2005) ‘Fundamental Components of the Gameplay Experience: Analysing Immersion’. Cited 20.3.2008. http://www.uta.fi/~frans.mayra/gameplay_experience.pdf]Search in Google Scholar
[ESA (2008) ‘Essential Facts about the Computer and Video Game Industry’. Cited1.11.2008. http://www.theesa.com/facts/pdfs/ESA_EF_2008.pdf]Search in Google Scholar
[ESA (2010) ‘Essential Facts about the Computer and Video Game Industry’. Cited 25.5.2011. http://www.theesa.com/facts/pdfs/ESA_Essential_Facts_2010.PDF]Search in Google Scholar
[ESA (2010) ‘Entertainment Software In-Game Advertising’. Cited 12.9.2011. http://www.theesa.com/gamesindailylife/advertising.pdf]Search in Google Scholar
[Federoff, M. (2006) ‘Heuristics and Usability Guidelines for the Creation and Evaluation of Fun in Video Games’. Cited 25.10.2007. http://www.melissafederoff.com/thesis.html]Search in Google Scholar
[Frigg, R. & Hartman, S. (2006) ‘Models in Science (Stanford Encyclopedia of Science)’. Cited 4.10.2007. http://plato.stanford.edu/entries/models-science/]Search in Google Scholar
[Fawcett, J. (1997) ‘A Framework for Analysis and Evaluation of Conceptual Models of Nursing’, in Teoksessa Nicoll L.H.: Perspectives on Nursing Theory. 3rd edition. Philadelphia: Lippincott.]Search in Google Scholar
[Gamasutra (2008) ‘Activision, IGA Partner For PS3 In-Game Ads’. Cited 1.11.2008. Activision, IGA Partner For PS3 In-Game Ads.]Search in Google Scholar
[GameSpot (2008) ‘Obama Campaigns in Burnout’, 17 Other Games. Cited 20.9.2001. http://www.gamespot.com/news/6199379/obama-campaigns-in-burnout-17-other-games]Search in Google Scholar
[Gee, J.P. (2004) ‘Learning by Design: Games as Learning Machines’. Cited 24.10.2007. http://www.gamasutra.com/gdc2004/features/20040324/gee_01.shtml]Search in Google Scholar
[Internet Advertising Bureau (2007)’In-game Advertising: The UK Market’. Cited 22.8.2007. www.iabuk.net/media/images/IABingameadvertisingtheUKMarketMarch2007_1594.pdf]Search in Google Scholar
[Johnson, D. & Wiles, J. (2003) ‘Effective Affective User Interface Design in Games’. Ergonomics 46: 13/14, 1332-1345.10.1080/00140130310001610865]Search in Google Scholar
[Juhl, J.K. (2006) ‘The Effectiveness of Product Placement in Digital Games’. Unpublished dissertation. University of Bath.]Search in Google Scholar
[Järvinen, A. (2008) ‘Games without Frontiers. Theories and Methods for GameStudies and Design’. Cited 25.5.2011. http://acta.uta.fi/haekokoversio.php?id=11046]Search in Google Scholar
[Kline, S. (2003) ‘Video Games : The Interaction of Technology, Culture, and Marketing’, McGill-Queen’s University Press. London.]Search in Google Scholar
[Krishnan, H.S. & Chakravarti, D. (1999) ‘Memory Measures for Pretesting Advertisements: An Integrative Conceptual Framework and a Diagnostic Template’, Journal of Consumer Psychology, 8:1, 1-37.10.1207/s15327663jcp0801_01]Search in Google Scholar
[Krishnan, H.S. & Shapiro, S. (1999) (1996) ‘Comparing Implicit and Explicit Memory for Brand Names from Advertisements’, Journal of Experimental Psychology: Applied, 2:2, 147-163.]Search in Google Scholar
[Law, S. & Braun-LaTour, K.A. (2000) ‘I’ll Have What She’s Having: Gauging the Impact of Product Placements on Viewers’, Psychology & Marketing 17: 12, 1059-1075.]Search in Google Scholar
[Law, S. & Braun-LaTour, K.A. (2004) ‘Product Placements: How to Measure their Impact’, in Shrum, L.J. (ed.) The Psychology of Entertainment Media, 63-78. Mahwah NJ: Lawrence Erlbaum Associates.]Search in Google Scholar
[Leplin, J. (1980) ‘The Role of Models in Theory Construction’, in Nickles, T. (ed) Scientific Discovery, Logic,and Rationality, 267-284. Dordrecht: Reidel.10.1007/978-94-009-8986-3_12]Search in Google Scholar
[Lewis, B. (2006) ‘Measuring Player Perceptions of Advertising in Online Games’. Cited 26.11.2007. http://etd.lsu.edu/docs/available/etd-11162006-101838/unrestricted/Lewis_thesis.pdf]Search in Google Scholar
[Lombard, M. & Ditton, T. (1997) ‘At the Heart of It All: The Concept of Presence’. Cited 8.8.2007. http://jcmc.indiana.edu/vol3/issue2/lombard.html10.1111/j.1083-6101.1997.tb00072.x]Search in Google Scholar
[Lutz, S.T. & Huitt, W.G. (2003) ‘The Information Processing Approach to Cognition’. Cited 23.11.2007. http://chiron.valdosta.edu/whuitt/col/cogsys/infoproc.html]Search in Google Scholar
[McMahan, A. (2003) ‘Immersion, Engagement and Presence’, in Wolf, M. & Perron, B. (eds.) The DigitalGame Theory Reader, 67-86. London: Routledge.]Search in Google Scholar
[Natkin, S. (2006) Video Games and Interactive Media: A Glimpse at New Digital Entertainment. Natick, MA: A K Peters, Limited.10.1201/b10631]Search in Google Scholar
[Networkworld (2008) ‘Top 20 Video Game Publishers of 2008’. Cited: 1.11.2008. Top 20 digital game publishers of 2008.]Search in Google Scholar
[Oser, K. (2005) ‘Game Enthusiasm Rises up from the Basement’, Ad Age 76: 37, 51. Detroit: Crain Communications Inc.]Search in Google Scholar
[Percy, L., Rossiter, J.R., & Elliott, R. (2001) Strategic Advertising Management. Bath: The Bath Press.]Search in Google Scholar
[Raby, M. (2007) ‘Video Game Ads Expected to Soar by 2011’. Cited 9.4.2007: http://www.tgdaily.com/content/view/31529/98/]Search in Google Scholar
[Ravaja, N., Salminen, M., Holopainen, J., Saari, T., Laarni, J., & Järvinen, A. (2004) ‘Emotional Response Patterns and Sense of Presence during Digital Games: Potential Criterion Variables for Game Design’, ACM International Conference Proceeding Series 82, 339-347.]Search in Google Scholar
[Routio, P. (2007) ‘Mallit tieteissä’ [Models in science]. Cited 13.6.2007: http://www2.uiah.fi/projects/metodi/05b.htm]Search in Google Scholar
[Salen, K. & Zimmerman, E. (2006) The Game Design Reader. Rules of Play Anthology. Cambridge, Massachusetts: The MIT Press.]Search in Google Scholar
[Schultz, D.E. & Kitchen, P.J. (2000) Communicating Globally: An Integrated Marketing Approach. London: McGraw-Hill/Contemporary.]Search in Google Scholar
[Shapiro, S. & Krishnan, H.S. (2001) ‘Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects’, Journal of Advertising 30: 3, 1-13.10.1080/00913367.2001.10673641]Search in Google Scholar
[Sweetser, P. & Wyeh, P. (2005) GameFlow: A Model for Evaluating Player Enjoyment in Games. St Lucia: The University of Queensland.10.1145/1077246.1077253]Search in Google Scholar
[Usoh, M., Slater, M., & Alberto, C. (1999) ‘Presence: Experiments in the Psychology of Virtual Environments’. Cited 23.8.2007. http://www.cs.ucl.ac.uk/external/M.Usoh/vrpubs.html]Search in Google Scholar
[Winkler, T. & Buckner, K. (2006) Receptiveness of Gamers to Embedded Brand Messages in Advergames: Attitudes towards Product Placement. Journal of Interactive Advertising 7: 1, 37-46.]Search in Google Scholar
[Wolf, M. (2005) The Medium of the Video Game. The University of Texas Press.]Search in Google Scholar
[Wolf, M. & Perron, B. (2003) The Video Game Theory Reader. London: Routledge.]Search in Google Scholar
[Xia, Lan & Monroe, Kent B. (2004) ‘Consumer Information Acquisition. A Review and an Extension’, Reviewof Marketing Research, Volume 1. Ed. Malhotra, N.K. Sharpe Inc.10.1108/S1548-6435(2004)0000001007]Search in Google Scholar
[Yang, M., Roskos-Ewoldsen D.R., Dinu, L., & Laura M.A. (2006) ‘The Effectiveness of “In-game” Advertising. Comparing College Students’ Explicit and Implicit Memory for Brand Names’, Journal ofAdvertising 35: 4, 143-152.]Search in Google Scholar