Games that serve as entertaining forms of advertising, known as advergames, have become a common practice. Martin Waiguny examines the effects of advergames on children and demonstrates how this is reflected in behavioral intentions and actions. The author outlines the differences between TV advertising for children and advergames, concluding that the cognitive defense against advertising measures is significantly reduced due to the entertainment factor. Thus, these can be understood as entertaining persuasion. The relationships are empirically investigated with children aged between 7 and 10 years.