Advergaming is a technique where companies use games, particularly computer games or video games to advertise their products. The term was first coined by Anthony Giallourakis in January 2000. Companies have realized the fact that advertising online is cheaper than using traditional media.
Advergames can take advantage of the current trend by targeting different customers based on different or specific demographic groups. The companies believe that advergaming is an effective tool to reach the target audience. If the game is fun, the consumer, not only remembers the brand, but also associates the brand attributes with that of the game.
A Nielsen Interactive Entertainment research reveals that "pervasive product integration in video games can be highly effective, leading gamers to not only recall featured brands but also recommend them to friends or rate them highly."
Types of Advergaming:
Above the Line - In this form of advergaming, companies provide an interactive game in their website to attract customers and hope that they spend extra time on the website. The games developed by the companies feature its product so as to increase awareness about the product among the potential customers. In the earlier days, games were distributed on floppy disks which were distributed free of cost and often packed with information about the companies' products. The goal behind this was to increase awareness about the product and also convey information about any promotional incentives that the company is offering.
Below the Line - In this type of promotion, companies generally develop games related to their products and services and distribute these to their prospective clients. This is done for commercial, educational, political or military purposes.
Through the Line - In this form of advergaming, URL hyperlinks are provided in the games in order to prompt the players to visit the website which contains BTL advertisements. This game is otherwise called `link-chases' because the websites make the player to go to other links which again leads with further links. These links are created, so that the players have an urge to win the game.
Benefits of Advergaming:
Advergaming has become one of the powerful tools to interact with the customers. Through this, players are exposed to a company's brands and attempts are made to turn the players into customers. If the games are attractive and creative, they would attract numerous players who would, after playing the games, speak about the same to their friends and acquaintances. Creative and interactive games give added value to the companies. If the games capture the attention of the visitors, it may induce them to continue playing for longer time and encourage them for repeat visits. Companies are using advergaming to a large extent to increase their sales through online games.
Conclusion:
The emergence of Internet has brought tremendous opportunities for the companies to advertise their products in innovative ways. It also keeps the customers informed about the products and services offered. The e-age customers frequently visit these companies' websites and surf for information related to products and services and they no longer rely only on direct advertisements. So, the companies have realized the importance of online advertisements and have made efforts in making their virtual existence to be valued by their customers. They have identified that one of the ways to encourage customers is to engage them with online games by rewarding them with coupons, prizes and so on. Hence, the emergence of advergaming has, not only helped the companies to build their brand, but has also helped them to provide adequate customer service.
This phenomenon today has led to a greater possibility which is being utilized by developers of Facebook and ibibo. Let’s wait to know what more the world of games has in-store for the man-kind to witness.
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