Bir reklam aracı olarak dijital oyun tasarımında yapay zekâ

Öz

Bu çalışma, yapay zekâ destekli dijital oyunların reklam aracı olarak kullanımını sistematik derleme yöntemiyle incelemeyi amaçlamaktadır. Dijital oyunlar, kullanıcıyla etkileşim kurabilen yapıları sayesinde reklamcılıkta giderek daha önemli bir mecra hâline gelirken, yapay zekâ teknolojileri bu süreci kişiselleştirme, oyuncu modelleme, içerik uyarlama ve adaptif etkileşim gibi boyutlarda dönüştürmektedir. Çalışma kapsamında 2015–2025 yılları arasında yayımlanmış ve yapay zekâ, dijital oyunlar ile reklamcılık kesişiminde yer alan akademik çalışmalar sistematik olarak taranmış; elde edilen bulgular tematik ve karşılaştırmalı analiz yoluyla değerlendirilmiştir. İnceleme sonucunda literatürün altı temel tema etrafında yoğunlaştığı belirlenmiştir: yapay zekâ destekli oyun tasarımı, dijital oyunların reklam mecrasına dönüşümü, kişiselleştirme ve hedefleme, oynanabilir reklamlar ve oyunlaştırma, oyuncu deneyimi modelleme ile adaptif sistemler ve etik/mahremiyet tartışmaları. Bulgular, yapay zekâ destekli dijital oyunların reklamı statik ve görünür bir mesaj olmaktan çıkararak deneyimsel, bağlamsal ve kullanıcı odaklı bir iletişim biçimine dönüştürdüğünü göstermektedir. Bununla birlikte literatürde teknik yapay zekâ çalışmaları ile reklam odaklı analizler arasında belirgin bir kopukluk bulunduğu, etik ve kullanıcı algısı boyutlarının sınırlı biçimde ele alındığı ve uzun vadeli etkileri inceleyen çalışmaların yetersiz olduğu görülmüştür. Sonuç olarak bu çalışma, yapay zekâ destekli dijital oyun reklamcılığı literatürünü sistematik ve tematik bir çerçevede bir araya getirerek alandaki temel eğilimleri, çelişkileri ve araştırma boşluklarını ortaya koymakta; gelecekteki araştırmalar için analitik bir zemin sunmaktadır.

Anahtar Kelimeler

• Yapay zekâ
• dijital oyun
• reklamcılık
• oynanabilir reklamlar
• kişiselleştirme
• oyuncu deneyimi modelleme
• sistematik derleme

Artificial intelligence in digital game design as an advertising tool

Öz

This study aims to examine the use of artificial intelligence (AI)-supported digital games as an advertising medium through a systematic review approach. As digital games increasingly become an important platform in advertising due to their interactive nature, AI technologies are transforming this process through personalization, player modeling, content adaptation, and adaptive interaction. Within the scope of the study, academic works published between 2015 and 2025 at the intersection of artificial intelligence, digital games, and advertising were systematically reviewed, and the findings were evaluated through thematic and comparative analysis. The review identified six main themes in the literature: AI-supported game design, the transformation of digital games into advertising media, personalization and targeting, playable ads and gamification, player experience modeling and adaptive systems, and ethical/privacy considerations. The findings indicate that AI-supported digital games transform advertising from a static and visible message into an experiential, contextual, and user-centered communication form. However, the literature reveals a significant gap between technical AI studies and advertising-focused analyses, along with limited attention to ethical issues, user perception, and long-term effects. In conclusion, this study synthesizes the literature on AI-supported digital game advertising within a systematic and thematic framework, highlighting key trends, contradictions, and research gaps, and providing an analytical foundation for future research.

Anahtar Kelimeler

• Artificial intelligence
• digital gaming
• advertising
• interactive ads
• personalization
• player experience modeling
• systematic compilation

Kaynakça

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