Researchers at the Missouri School of Journalism have published Enjoyment of Advergames and Brand Attitudes: The Impact of Thematic Relevance, a study of how much people enjoy advergames in relation to how tightly the game couples gameplay to the product advertised. The result? More. Or, in their words, "Designing advergames that relate thematically to the product of the sponsoring brand should increase the likelihood of positive conditioning of brand attitudes evoked by playing an advergame."

(via David Edery)