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Advergaming: Advertising through video games Answers

The practice of using video games to market a particular product or company is understood as “Advergaming”. Wired Magazine first used the...

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Advergaming: Advertising through video games Answers
Advergaming: Advertising through video games Answers


The practice of using video games to market a particular product or company is understood as “Advergaming”. Wired Magazine first used the term during a column to describe the commissioning of free online games by large corporations, in 2001. There are three categories of Advergaming: ATL Advergaming, BTL Advergaming and TTL Advergaming.

ATL Advergaming is often vaguely described as a promotional computer game. These businesses incorporate interactive video games on their websites thereby creating more awareness about their products among website visitors. This method is also common to attract more visitors to the location and to extend the traffic flow on the website. If the game is created for product advertising, the merchandise will be highlighted in the game.

Before the invention of the web, floppy disks and later compact disks were used as a medium for marketing games and successively into certain products. Starting from a floppy disk, basically to create awareness as well as product promotion. The first Advergame was distributed by American Home Food, developed by Chef Boyardee. Taco Bell and Coca Cola followed suit by giving out floppy disks filled with promotional games to customers. The main advergames to be distributed on compact disc are by Chex and General Mill. The graphics of these games have matured from arcade-style flash to three-dimensional.

BTL Advergaming consists of recruitment tools such as in-game advertising, militia, and edutainment. Usually the actual company mascot is depicted as the hero of the game. Pepsi man and Burger man are mascots used in promotional games designed by Pepsi and Burger King. The storylines of the games are often commercial, educational or political as American Army games are made to attract more youth to devote their lives to the army and also games that are meant to market sports like Formula One racing are also environments of this system.

In-game advertising is more commercial in nature and is only intended for the promotion of merchandise through sports. This is often really learned and even movies are promoted with this method. As on the film website The Mummy, there are games that have an almost movie-like storyline and therefore players are provided with knowledge of facts about the film and its subject, Egyptian Mummy. Educational advergaming refers to games that portray ethical messages to players.

These games can also act as their own advertising medium as in the EA Sports computer game; Pepsi banner overlays sports frame. By using this strategy, business people are ready to provide low prices or free games to consumers. This is often also effective in reducing the value of games that have a monthly fee.

TTL Advergaming or through Advergaming is the rarest type of Advergaming. A URL link is embedded into the game which takes the player to an online page, which has BTL Advergaming. Different methods are commonly used to attract players to certain web pages. In the game “Enter the Matrix” hyperlink URLs are depicted in the background, where players are forced to click to find out facts about the plot of the next level and at the same time advertise products . The curiosity to find out about the sports theme attracts players, although there is no need to click to end the sport. This type of game is usually referred to as link-chases together will lead to another link. Website visitors are sometimes tempted by the reward of asking them to click on a URL.

This advertising technique is basically useful because it creates not only awareness among the player but also among his friends who visit the website on the advice of friends. Advergaming’s success depends on word of mouth and thus is also referred to as viral marketing. in 2004, the industry generated approximately $83.6 million and involved 105 million players.

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