| Summary: | Digital innovation is moving the marketing industry forward. With new technologies, there is a shift from consumer attention to consumer engagement, in which advergames play a huge part. Advergames are games built around a persuasive message, often related to a brand. However, there is a lack of research about the influence of advergame design across cultures. Brazil and the UK are two cultures that have a large participation in the gaming market. Differences and similarities related to advertisement perception, attitudes and interface design could give insights about the influence of advergame design in consumer behaviour. This research proposes a framework, using concepts from theories about cross-cultural HCI, cross-cultural consumer behaviour and advergame effectiveness. The framework was evaluated and validated through a comparison between Brazil and the UK, considering advergame design elements and consumers’ perceptions. The results suggest that advergame design can influence and embed cross-cultural consumer behaviour. Finally, the current research could help to guide advertisers and game designers that expect to enter different cultural markets, and influence people’s perceptions towards a particular brand.
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