Advergame

Advergame

An advergame is a video game that is created explicitly for the purpose of promoting a product, brand, or organization. The term is a portmanteau of "advertisement" and "game," and it represents a unique form of advertising that leverages the interactive and engaging nature of video games to deliver marketing messages.

History

The concept of advergames dates back to the early 1980s, with one of the first known examples being the game "Pepsi Invaders" (also known as "Coke Wins"), which was commissioned by The Coca-Cola Company and developed by Atari, Inc. for the Atari 2600 console. The game was a modified version of the popular "Space Invaders" game, designed to promote Coca-Cola by replacing the alien invaders with the letters spelling "PEPSI."

In the 1990s and early 2000s, the rise of the internet and Flash technology enabled the creation of browser-based advergames, which became a popular tool for brands to engage with consumers online. Companies like Burger King and General Mills developed games that were accessible through their websites, often tying them to promotional campaigns.

Types of Advergames

Advergames can be categorized into several types based on their design and purpose:

• Promotional Games: These games are designed to promote a specific product or service. They often feature the product prominently and may include branding elements throughout the game.

• Educational Games: Some advergames aim to educate players about a product or service, providing information in an engaging format. These games often target children and young adults.

• Branded Games: These games incorporate brand elements into the gameplay, but the primary focus is on entertainment rather than direct promotion. The brand is subtly integrated into the game environment or storyline.

Impact and Effectiveness

Advergames can be highly effective in increasing brand awareness and engagement, particularly among younger audiences who are more likely to interact with digital content. The interactive nature of games allows for a deeper level of engagement compared to traditional advertising methods.

However, the effectiveness of advergames can vary depending on factors such as game quality, relevance to the target audience, and the integration of the brand message. Poorly designed games or those that are too overtly promotional may fail to capture the interest of players.

Ethical Considerations

The use of advergames raises several ethical concerns, particularly when targeting children. Critics argue that advergames can blur the line between entertainment and advertising, making it difficult for young players to recognize the commercial intent behind the game. This has led to calls for clearer labeling and regulation of advergames to protect vulnerable audiences.

Also see

• Product placement
• Gamification
• Digital marketing
• In-game advertising