Advergame
What is this?
The junction of the advertising and game words, it is the game with advertising purposes that promotes products/services or brands. It divides between those developed on client´s demand and those wich the advertising spaces are bought in games already made.
Why to invest in it?
“The advertising entertainment experiences provided by the games have a captivating effect front to the consumers. It´s something beyond the passivity of a broadcasting advertising and it is more amusing than only click in a banner and be redirected to a website. The advergames provides amusing moments adding valor to the brand. Better yet, can keep the player´s attention for many minutes and even hours, something each time more rare in other advertising formats.
According to IDGA Online Games White Paper (2003), the advergame has superior effectivity and efficiency, always guaranteeing a superior investment return (ROI) than the others interactivity and marketing traditional forms.
Source: CARAMELLO, Érika Fernanda ; TSUBOTA, Guilherme dos Santos. Advergame: Amusement in advertising form. In: II ESPM Meeting of Communication and Marketing, 2007, São Paulo. II Encontro ESPM de Comunicação e Marketing, 2007.