What is Advergaming?
As we have discussed in previous articles, different types of advertising—whether through Paid Media, social media advertising, or email marketing campaigns—help increase brand recognition, gain visits, and attract customers. That is why the world of online advertising is constantly evolving.
In the endless quest to innovate and capture the market, the concept of “Advergaming” emerged. But what exactly is advergaming? The term “advergaming” is a blend of the words “advertising” and “gaming.” As the name suggests, advergaming is a type of advertising that uses video games to promote a product, service, or company.
Advergaming can take many forms, but it usually includes some type of product placement, brand promotion, or interactive elements that encourage players to learn more about the advertiser.
What is the purpose of Advergaming?
It is a relatively new form of advertising, but it has already had a significant impact on marketing and advertising strategies. Advergaming offers a unique way to reach your consumers, especially younger audiences, who are often difficult to reach with traditional advertising methods.
When done correctly, advergaming can effectively raise brand awareness, generate branding and create positive brand associations and even increase sales. However, advergaming can also backfire, leading to negative brand associations and consumer backlash.
Due to potential risks, it is important to carefully consider your objectives and target audience before investing in an advergaming campaign. If you decide to create or use advergames as an advertising method, ensure that it is high-quality, entertaining, and relevant to your brand.
What are the benefits of Advergaming?
Using video games for advertising has several advantages, including:
Reach a wider audience
The video game audience is not just children and teenagers. In fact, the average gamer is now 31 years old. And thanks to the popularity of mobile and casual games, there are more female gamers than ever before.
By creating an advergame, you can reach a broader audience than with traditional advertising methods.
Engage consumers
Advergames allow you to create a more interactive and engaging experience for your consumers. Players of advergames are more likely to remember your brand and form positive associations with it.
Build brand awareness
Advergaming can be used to increase awareness of your brand and create positive associations with it. Players who see your brand in a game are more likely to remember it and associate it with positive emotions.
Generate leads
Advergames can be used to generate potential customers and encourage consumers to take action. For example, you can include a call-to-action at the end of the game directing players to your website or to sign up for your email list.
What are the risks of Advergaming?
Before investing in an advergaming campaign, you should consider several risks:
Negative brand associations
If your campaign is poorly executed or irrelevant to your brand, it could create negative brand associations. Ensure that your advergame is high-quality and aligned with your brand to avoid negative consequences.
Low ROI
Advergames can be costly and time-consuming to produce. If your game or the advertising game you hire does not generate enough leads or sales, it could result in a poor return on investment.
Alienating your audience
Advergames that are too difficult or too easy may alienate your target audience. Make sure your advergame is challenging enough to be fun and engaging without being overly frustrating.
How to create an effective Advergame
If you are considering creating an advergame or placing your ads in one, here are some key points to ensure it is effective:
Set clear goals
Before starting, take some time to think about what you want to achieve with your advergame. Do you want to increase brand awareness? Boost sales? Generate leads?
Your goals will dictate the type of game you create, so it’s important to have a clear idea of what you want to achieve before beginning.
Know your audience
It is also valuable to know your target audience and what type of game they will enjoy. If targeting a younger audience, you may want to produce an exciting and visually appealing game (or hire one). If targeting an older audience, you may want to create a game that is more challenging and rewards strategic thinking.
Understand the platform
The platform you choose for advergaming will also dictate the type of game you select. For example, if you create a game for Facebook, you must ensure it is easy to play and does not require much time.
If you create a game for a console or mobile device, you will have more freedom to create a more immersive and complex experience.
Maintain brand alignment
Finally, ensure the advergame aligns with your brand and reflects your company’s values. Your advergame is an extension of your brand, so it’s important to ensure it accurately represents what your company stands for.
By following these tips, you can produce or hire an effective advergame that will help you achieve your digital marketing and advertising goals.
