People of different cultures have different ideas, values ​​and morals, and the activities in which they engage reflect their backgrounds. The present study followed a quantitative cross-sectional design. It compared two aspects of advergames player’s behaviours in the UK and Saudi Arabia: cross-cultural consumer behaviour and brand outcomes. A questionnaire was completed by 482 participants selected by convenience sampling, and Pearson correlation coefficients were calculated. The results show that advergames generate brand exposure and awareness when the user experience is positive, which creates a positive association between the game, player and brand. Brand performance also depends on the gamer’s attitude, purchases and level of experience, and gamers from different cultures have different perceptions of the advertising messages delivered during an advergame.

This study aimed to investigate the impact of advergames on consumer behavior from the perspective of flow theory. The analysis was quantitative, and 482 participants from a university in Saudi Arabia and the United Kingdom were recruited using a random sampling technique. A survey questionnaire was designed to collect data, which were analyzed using the Statistical Package of Social Sciences version 23.0 (SPSS). Descriptive statistical analysis using means and standard deviations was performed. A multiple regression test was used to check the relationships between the independent and dependent variables. The study found that factors such as skill activation, challenge, persuasion, interactivity, and flow experience significantly impacted consumer behavior while playing advergames. The study concluded that while designing advergames, these factors of flow theory should be kept in mind to make consumers more susceptible to advertising messages.

Advergames represent a new advertising concept that uses internet technology to implement viral marketing campaigns. This study aimed to conduct a comparative analysis of and impact of advergames on cultural outcomes. This cross-cultural study investigated the impact of advergame on the cultural differences and similarities between the United Kingdom and Saudi Arabia. Participants from both Saudi Arabia and the United Kingdom were invited to complete a questionnaire. The sample consisted of male and female participants from all age groups. According to the findings, most of the Saudi Arabian respondents responded neutrally to considering cultural values within advergames. By contrast, the majority of the United Kingdom participants agreed that they were indifferent to the culture projected by the advergame characters. The findings also confirm the implementation of better strategies for games that consider the different cultural aspects of different countries. Notably, these findings suggest that visual familiarity can influence consumer behavior across cultures. We expect our findings to be used in future research that examines cultural outcomes in advergames.