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Last Updated (Tuesday, 28 October 2008 10:54) Written by Administrator Thursday, 17 July 2008 07:41

Interactive games

Advergaming is the practice of using video games to advertise a product, organization or viewpoint. The term "advergames" was coined in January 2000 by Anthony Giallourakis who purchased the domain names Advergames.com along with Adverplay.com. The term Advergames was later mentioned by Wired's "Jargon Watch" column in 2001, and has been applied to various free online games commissioned by major companies.

With the spread of broadband internet, more in-depth advergaming games have been made possible aside from the simple arcade style flash games and larger games that are confined to being distributed on disc only. Kuma Reality Games is a developer of free advergaming games. One of their games, The DinoHunters is a full first person shooter based on the Source Engine that is released for free due to companies such as Schick sponsoring the releases and having their products featured prominently in game as well. Accompanying machinima episodes have been created alongside to help advertise the products also.

BTL (Below the Line) Advergaming

Examples of BTL advergames include Militainment, Recruitment tools, Edutainment, and In-game advertising.

Two examples of educational advergaming, called Edumarket game, are Food Force (made by the United Nations' World Food Program) and Urban Jungle, an educational traffic simulation.

In-game advertising is similar to subtle advertising in films, where the advertising content is within the "world" of the movie. A fictional example is Pepsi banners lining the inside of a virtual Soccer stadium in a video game made by EA Sports. A final (but weak) example is a regular banner ad in a free small-time browser strategy game. This can be a way to combat costs that the game makers encounter and reduce the cost of the game to the consumer (especially games with monthly fees) while providing an outlet to advertise ones product. It also currently helps many people sustain free online games. This method of advertising in offline games is somewhat controversial, however, as players may feel the game makers are being greedy by gaining money from the advertising without offering the game at a reduced price.

TTL (Through the Line) Advergaming

Examples of TTL advergames include link-chases and ARGs.

With the growth of the internet, advergames have proliferated, often becoming the most visited aspect of brand websites and becoming an integrated part of brand media planning in an increasingly fractured media environment. LifeSavers started a game site called Candystand that has blossomed to a portal for many different advergames and at its peak was averaging more than 1 million unique visitors a month.[citations needed]

Another example would be the in-game radio advertisement in GTAIII for "sleepofflard.com," a redirect to the Rockstar website.

Advergames theoretically promote repeated traffic to websites and reinforce brands. Users choose to register to be eligible for prizes which can help marketers collect customer data. Gamers may also invite their friends to participate, which could assist promotion by word of mouth, or "viral marketing".

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Last Updated (Thursday, 17 July 2008 07:59) Written by Administrator Thursday, 17 July 2008 07:41

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