Is The Army Football Team Actually In The Army Advergaming – A Smart Marketing Move

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Advergaming – A Smart Marketing Move

Considered one of the newest marketing and advertising strategies, Advergaming is quickly becoming a darling of the advertising industry. Although the term “advergames” didn’t appear until 2001 in Wired magazine’s Jargon Watch column, advergames as a marketing tool are actually older than most people realize.

The first real ad was a custom video game featuring brand messages and distributed on diskette by American Home Foods to promote the Chef Boyardee brand in the 80s. Advergames are used to promote products or services, organizations, or even ideas. Today, with the advent of the Internet and smaller and faster processing chips used in computers, cell phones, PDAs, and interactive television programming, advergaming has become a booming industry.

Advergaming is usually categorized in three different ways. In the first category, companies offer interactive games on their websites, hoping that visitors to the site will engage in the game and thus spend more time on the website and become more familiar with the brand or product. The second category is generally recognized as games that are created by groups or organizations for commercial, political or educational purposes and then published and sold as any other game. For example, the United States Army sponsored a game called “America’s Army” to increase recruitment. The third category includes games that promote products, brands or services within the game itself. For example, an interactive baseball game might have banners around the field promoting Coca-Cola®, or a football team might be the Tide® Titans. The ad looks like a movie character holding a can of Red Bull® or stopping for coffee at Dunkin’ Donuts®.

Advergames aren’t just for kids either. In a 2004 study conducted by Comscore MediaMetrix, 25% of PC gamers were 35-44 years old, 25% of gamers who played free online games were 25-34 years old, and 33% of those who played premium games. , are 25 years old. – 34 years old. In addition, income varies by age group.

Unlike TV commercials, in-game advertising and marketing are not perceived as intrusive by players. Players are voluntarily interactive and advertising materials contained within advertising games are only considered part of the game; this makes players part of the marketing action, not side observers. Repeat visits to websites via the Internet or mobile phones are high among advertisers, and as a result, product or brand recognition and loyalty among interactive players is also high. And advertisers regularly spread the word to friends and family about games they particularly like. Additionally, since players can access advertised games via the Internet during business hours, a larger portion of the population can be reached at a time previously considered unreachable by advertisers.

Copyright (c) 2006 Scott Heath

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