Tapping into play: Flow and brand attitude driving satisfaction in mobile advergaming

Orientation: Mobile advergaming, which integrates branded content into interactive gaming platforms, offers an innovative approach to engage consumers digitally. Little is known about how satisfaction develops in mobile advergames within emerging economies. Research purpose: This study examines how flow experience and brand attitude shape satisfaction in the M&M’s1 Adventure mobile game among South African millennials and Generation Z (Gen Z). Motivation for the study: Understanding psychological and experiential dimensions of mobile advergaming can provide valuable insights into consumer engagement and brand perception, particularly in emerging markets where digital connectivity is rapidly expanding. Research design, approach, and method: A quantitative approach was employed, using partial least squares structural equation modelling (PLS-SEM) to test a model incorporating mediation (brand attitude) and moderation (brand familiarity). Data were collected via an online questionnaire from South African respondents aged 18–35 who played the game. Main findings: Flow experience significantly enhances brand attitude and satisfaction. Brand attitude positively influences satisfaction and partially mediates the flow experience– satisfaction relationship. Brand familiarity does not moderate this link, suggesting that engaging gameplay captivates users regardless of prior brand knowledge. Practical/managerial implications: Marketers should prioritise immersive game design, seamless branding and mobile optimisation to expand market reach among younger audiences using experience-based metrics. Contribution/value-add: This study uniquely integrates mediation and moderation analyses to explore flow experience, brand attitude and satisfaction, offering pioneering insights into advergaming in an emerging market.