Advergames allow advertisers to build an entire game around the brand. This study explores how brands can be embedded in advergames through brand-game congruence and brand prominence in the game. A typology of 112 existing advergames uncovers three types of advergames in line with ways of persuading detailed in the hierarchy-of-effects theory: (1) affective, (2) cognitive, and (3) conative. The findings provide an explanation for the contradictions found in various studies, such as when only one congruence or prominence dimension is considered.