This study aimed to identify the impact of advertising values, gameplay conditions and social influence on attitude
toward in-game banner advertisements (IGBAs) in mobile games. In addition, the study tested intention to click IGBAs
and preference toward the advertised brand. Banner advertisements in mobile games are one of the most popular
formats in mobile marketing, but research on their effectiveness is still limited. Survey research was conducted in
South Africa on 426 participants. The results showed that irritation has a negative impact on the gamer’s attitude,
while other values—entertainment, credibility, gameplay conditions, and social influence—have a significant positive
impact on the gamer’s attitudes. In turn, attitude had significant influences on intention to click on the IGBA and
preference toward the advertised brand. Contrary to earlier research, informativeness had an insignificant impact on
the gamer’s attitude. This study provides a new framework that combines the study of the gamer’s attitude toward
IGBAs and its impact on both intention to click and the preference of brands featured in IGBAs