“Advergaming (a portmanteau of
"advertising" and "gaming") is the
practice of using video games to
advertise a product,
organization or viewpoint.”
It‟s the consumers choIce.
Effective- Involves active participation
Greater exposure- The exposure can last
from several minutes to the better part of
Found on social networks, mobile
Advergaming is divided into the three
mediums of information dispersal, which
determine the methods by which
advertising is done through the games:
ATL (Above-the-Line), BTL (Below-theLine), and TTL (Through-the-Line)
Above the line (ATL)
Propagating your product through pushing
video games that are closely associated with
your product. Example- promotional
In employing ATL advergaming, a company
typically provides interactive games on
its website in the hope that potential
customers will be drawn to the game and
The first company to use this method of
Advergaming was Chex and General Mills in
In utilizing BTL advergaming, games
are published in the usual way and
cause players to investigate further.
The subjects advertised for may be
commercial, political, or educational
Commercial examples are numerous and include
advergames funded by Pepsi, 7 Up, NFL, Formula One, and
most recently Burger King.
An Adidas billboard is displayed in the foreground of the 1994 video
gameFIFA International Soccer (also, the electronic board that appears
with every goal scored sometimes reads "Panasonic").
of the two above methods of
distribution of Advergames
Provides information about the
product, and at the same time draws the
user towards purchasing the product.
of this nature often lead
players on to other links which again lead
to further links, thus earning these games
the label "link-chases."
Its tradeoff is that though use of the
internet to find out extra things about a
game might be enjoyable, gamers will not
enjoy being given too much of a run-around
In games such as Enter the
with too obtrusive advertising toMatrix URLs make
up a part of the background of the game such
that certain plot game
important details about thedetails can only be learned by
following the link given in the game. The
knowledge of such plot details are typically not
required to complete the game, but make for a
fuller story for fans.
More effective than traditional
advertising for the product
exposure due to the highly
interactive nature of the medium.
Associating a brand with the fun
of gaming lifts brand metrics
such as brand awareness,
awareness and brand
It advocates the natural play
instinct of the user.
Playing is, as we all know, fun
and not only for children.
After playing a game,
consumers are more likely to
Have an inherently more
advantageous target cost-perthousand relative to any other online
If companies combine their brand
experience with many opportunities for
data capture, advergaming is an
attractive solution for interactive
The advergaming market is booming:
the turnover for 2010 was 300 million
Euros. IDATE forecasts it to reach 2
billion Euros by 2015.
Ad Game – An Advertising method
with guaranteed fun!
In an Adgame the advertising message
does not „clobber‟ the user over the
head. The advertising message is
indeed consciously placed within the
advertising game but still has a
traffic to major
Picture Courtesy: Various sites found in