17 years ago Anthony Giallourakis first used the term advergames, a blend of two words “advertising” and “game”. Advergame is an online video game that promotes a particular brand, product/service or sales campaign in a favorable way.
Even though advertising using games is a long-standing practice in the video game industry, advergaming as such is still considered as an innovative and affordable advertising media for companies who want to promote their products, services or their brand.
How to benefit from advergames
Companies typically add advergames to their websites, so that potential customers will engage with the value proposition in a playful way, therefore spending more time on the website.
As entertaining and engaging as advergames are, the ambition behind it is to get the customer to do something specific that the marketers can then measure and analyse. It can be either visit a specific page, make a purchase, share the product/service or campaign in social media, or simply reinforce the brand (gain web traffic).
To make the advergame reachable for wider audience, the game is often distributed freely. If you also need to collect customer data, you can motivate the players to sign up or fill out a form in order to win a prize.
Advergames can also be educative or have a training purpose. These kind of games are classified as serious games and are often used by organizations, such as government institutions and charities.
Advergames are often designed for Adobe Flash or similar multimedia software. Glowforth instead focuses on using HTML5 in an advergaming campaign.
Here are the main benefits for choosing a HTML5 mini-game:
- HTML5 is present on any device that has a web browser
- the game can be published on a simple website
- customers don’t have to install any apps to play the game and there’s no reason to wait for app store approval
- updating the game takes little time
- players can easily share the game in social media by sharing the URL of the page
Brands who use advergames
Many known brands have been using advergames in their marketing campaigns. The very first advergames were distributed on floppy disks by American Home Foods, Coca-Cola, Samsung, Reebok, Taco Bell and many others. Other known brands include Pepsi, 7UP, NFL, Burger King, Chupa Chups. Even the United Stated Army and Special Force used advergames with the intentions to boost recruitment.
Choosing the right advergame for your business
Choosing the right kind of advergame for you company or organizations depends on what do you want to achieve.
Spectrum of goals for an advergame campaign:
- Promoting a new product or service
- Educating, training or recruiting
- Enforcing brand message
- Carrying out market research
- Collecting contact base for upcoming campaign or newsletter
We at Glowforth recommend to consult with us before making a final decision. Well chosen strategy will lead to a wider exposure than that of a traditional advert.
Contact us for more information: firstname.lastname@example.org.