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Games For Health Advergaming Loughran 06 09 09
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Games For Health Advergaming Loughran 06 09 09


This presentation was presented by Julia Loughran at the Games for Health Conference in Boston June 10-12, 2009.

This presentation was presented by Julia Loughran at the Games for Health Conference in Boston June 10-12, 2009.

Published in Entertainment & Humor
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  • Free Promote brand or product Healthy Advergames – games targeted at healthy behaviors, condition management, or products
  • Around-game – game usually has theme of sponsor (Nasonex Don’t Blow It game); In-game – e-g., above; in-game immersive (e.g., yoplait ad) Analysts at Screen Digest estimate we'll be seeing a lot more virtual billboards as companies throw greater sums of money at in-game advertising. A lot more. The UK-based firm suggests that spending on in-game ads will push beyond a $1 billion by 2014, accounting for about one and a half percent of total global advertising dollars spent. This is despite what the firm refers to as "short term softness" of in-game ad spending so far in 2009. In fact, the company believes in its gilded heart that virtual billboards are here to stay, as they help reach groups of people who are "increasingly hard to reach via other media." So, listen rookie, those bullets the enemy are using are very real, so keep your head down behind that fallen Pepsi billboard over there and bring me a soda.
  • Source: History of Advergames and In-game advertising; Ilya Vedrashko/MIT CMS August 2006 Kool-Aid man – fight the thirsties … 82 Mars declined using M&Ms in ET – and Reeces Pieces ruled. Coca-Cola sold 750,000 copies of its Mr. Pibb game
  • Copyright, All Rights Reserved, Douglas E. Goldstein 703.626.0798
  • Thematic connection refers to the degree that the object of the advergame relates to the brand’s product or services. For example, the travel company Orbitz designed a game, “Find Your Hotel,” that has a theme related to the company’s travel services. Another Orbitz game, “Paper Football,” does not have a thematic connection to the company’s services. “ While games that related to the brand were not inherently more enjoyable than unrelated games, the transfer of enjoyment from the game to a positive attitude toward the brand was stronger when the game and brand were thematically related,” said Kevin Wise, assistant professor of strategic communication in the MU School of Journalism. “Game enjoyment led to positive attitude toward the brand when a high thematic connection existed between the game and the brand. This was not the case when the participants played games with a low thematic connection.”
  • Like advertisers in other industries," said Ms. Phillips, "CPG [Consumer Package Goods] companies spend far more on interactive marketing campaigns, such as microsites, advergames and downloadable music, than on Internet advertising such as display ads, search and e-mail. This year, CPG companies will spend $600 million to advertise online, just 3.1% of the total $19.5 billion expected."eMarketer expects US spending on advergaming will hit $344 million in 2011 (see chart). Drugs also want to be brands, but they cannot be brands like Coke or Pepsi. If you tie too many positive benefit emotions and not enough risk emotions to a drug brand, you will violate FDA regulations regarding DTC. Pepsi and Coke have no such problem. They can link their brands exclusively to positive images (think happy young partygoers on the beach). They don't have to balance these with negative images of obese youngsters downing 20 ounces of Pepsi in a single gulp! Drug advertising is held to a higher standard and DTC Advergaming should also be held to a higher standard. There should be a better way to integrate product information into the game itself.
  • Copyright, All Rights Reserved, Douglas E. Goldstein 703.626.0798 Let’s explore this continuum. The Patient’s Point of Care = Healthcare Anywhere: Today we pay lip service to patient centered, but health care is truly mired in a production or a provider centric medical delivery system. This is now changing with Pay for Performance. Being locked into the provider centric mode is a practical present…and we have a tons of work to figure out how to get right clinical knowledge in time to help heal. It’s a huge challenge to figure out how to change processes and workflow to deliver medical information at the Point of Care. HOWEVER, the continuum will transform (sooner than most think) to the patient’s “Point of Need.” Health and Medical Care…Right When I Want…Anywhere!” Go out and be a leader in building customer relationships and delivering Distinctive Innovation in both processes and clinical care. Patients will thank you and love you.
  • The U.S. Department of Defense has awarded M. D. Anderson Cancer Center in Houston a $3.7 million grant to create an anti-smoking video game, according to Scientific American . This isn’t the first time that the military plans to employ the use of a game to help further its cause. America’s Army was used as a recruiting tool to educate a generation of gamers about the army. The anti-smoking game planned, however, will be aimed to deter nonsmokers from starting and urge current soldiers who smoke to quit.
  • The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests Victoria Mallinckrodt A1 and Dick Mizerski A2 A1   Deloitte Touche Tohmatsu, Perth Australia A2  School of Business, University of Western Australia Abstract: A sample ( n = 295) of five- to eight-year-old children participated in an experiment, which included a control group, where the treatment group played a Froot Loops cereal advergame that made a superiority claim for the cereal compared to fresh fruit. Measures of their responses to the brand featured, as well as their level of persuasion knowledge, were collected. Although the treatment group failed to believe Froot Loops were healthier than fruit, the older children in the group reported significantly higher preference for the brand over other cereals and other food types. No differences in intentions to request the cereal were found. Children's preferences for the Froot Loops brand were not associated with their persuasion knowledge about the advergame. Press release: Disney teaming w/ Humana games
  • Learn about how IVIG therapies such as GAMMAGARD LIQUID [Immune Globulin Intravenous (Human)] 10% help your body fight invading bacteria with these entertaining games. only played "Level 1: Busy Day at Work", the theme of which was "Conference calls, deadlines, e-mails..." [all of which I ignored while playing the game] "...Getting away from your desk can seem impossible." I presume one of the goals of Level 1 is to help you cope with RLS by offering tips along the way like "stretch your legs" (see "Quick tips" at the top). If so, I would say this online game, which ties you down to your chair more effectively than usual office activities, runs counter to the message it is trying to convey. The disclaimer states: "This tool does not provide medical advice. It is intended for informational purposes only and does not address individual circumstances. It is not a substitute for professional medical advice, diagnosis or treatment. Never ignore professional medical advice in seeking treatment because of something you have read on the WebMD Site. If you think you may have a medical emergency, immediately call your doctor or dial 911."Putting aside the unlikely scenario of an RLS "medical emergency," I find that this game, in and of itself, offers very little "information" about RLS. Don’t Blow It definitely delivers messages important to Nasonex and links to the product site, but the brand isn’t part of game play itself (it isn’t Nasonex bottles that Ronnie seeks). Also the game was conceptualized with PR at its core. It doesn’t draw from the brand’s DTC campaign; the game involves a third party partner, etc. etc. Apart from different nuanced definitions, even more interesting to talk about different solutions to doing games that also promote a brand. Was important for us as to create something where game action reinforced healthy behaviors and delivered an educational message (avoid triggers year-round, visit a doctor, seek treatment), as opposed to creating an allergy blaster type game where players might just repeatedly blast pollen balls or something.
  • Nobel Biocare, a dental implant company, has provided $65 million in grant money to the Medical College of Georgia to develop training games and simulations for classrooms and clinics around the world. These games focus on decision-making and risk mitigation. The Medical College of Georgia School of Dentistry has selected BreakAway, Ltd. to develop a virtual, 3D simulator to help teach students dental implant procedures. The virtual dental office is designed to improve student learning outcomes in the areas of diagnostics, decision making and treatment protocols for enhanced patient therapy outcomes and risk management. The computer application will be initially developed and tested in conjunction with MCG dental students and faculty. It will then be tested by other universities in the NobelBiocare University Partner Program and distributed globally. BreakAway is a leading developer of game-based technology solutions for training, experimentation and decision-making analysis. The Dental Implant Training Simulation program is funded through a Nobel Biocare grant awarded to the School of Dentistry.
  • Deloitte research shows that among those surveyed agres 13-34 lmost a quarter state the the product placement in VWs and online videogames influence them more than another other online advertising.
  • Copyright, All Rights Reserved, Douglas E. Goldstein 703.626.0798


  • 1. The Health Advergames Round-Up: The Good, The Bad and The Ugly Julia Loughran [email_address] 703.629-6969 m
  • 2. Outline
    • What are Advergames?
      • Their History
      • Their Effectiveness
      • The Advergaming Market
    • Health Advergames
      • Exergames
      • Healthy Behavior
      • Healthy (Unhealthy?) Eating
      • Pharmaceutical Companies
      • Other Gray Area Examples
    • Advergaming Lessons Learned
    • What the Future Holds
    10 Confidential. Copyright, All Rights Reserved, iConecto, Douglas Goldstein
  • 3. What are Advergames?
  • 4. Types of Advergames
    • Around-game environment ads
    • In-game environment ads
    • In-game immersive ads (video game designed solely for a specific brand or advertising)
  • 5. History of Advergames
    • 1964: Mustang cars appear in Chicago Coin Pinball Machines
    • 1973: DEC’s Moonlander Easter Egg (McDonald’s)
    • Early 1980s: McDonalds and Parker Bros; Coca-Cola and Atari; Ralston Purina; Johnson & Johnson’s “Tooth Protector”; M Network and General Mills’ “Kool-Aid Man”
    • 1987: graphics improve; in-game billboards are big-biz; Ford Simulator
    • Mid-1990s: In-game advertising ubiquitous; 1992: Colgate-Palmolive’s “Harold Hardteeth and the Fight of the Clean Teeth”; Frito Lay’s “Too Cool to Fool” and others
    • 1998: Coca-Cola’s 3D interactive Mr. Pibb game
    • Dot-com bust – rebuilding; opportunities for many industries – especially Health!
  • 6. Why Advergame?
    • Increase consumer interest in a target product
    • Create brand equity through synergy and entertainment
    • Maximize product purchasing
    • Integration in a larger synergistic campaign
    • Increase brand recognition and loyalty
    • Reach specific age group/demographic
    • Use as a social marketing tool (promote general messages re: improving the health and welfare of people)
    • Educational medium
    10 Confidential. Copyright, All Rights Reserved, iConecto, Douglas Goldstein
  • 7. Does it work?
    • The Henry J. Kaiser Family Foundation Research (Jan. 2007)
      • 73% of 77 major food websites aimed at kids offered at least one advergame
      • 38% of these sites offered prizes or rewards available only by purchasing a specific brand of food and entering the code online, as mentioned above
    • University of Missouri Study
      • The study revealed that consumers expressed strong positive relationships toward brands when they played advergames with strong thematic connections to the brands.
    • Brand Retention
      • 60% of players on a popular ad/game network can recall an ad after three months and 30-40% can recall the ad after six months (far ahead of TV or Internet)
  • 8.
  • 9. The Market
  • 10. Health eGames Copyright 2009, All Rights Reserved, Douglas Goldstein Health Advergames: Reaching the Consumer and Building Brand Equity
  • 11. Exergames
    • Pedometers (Sponge Bob)
    • Disney’s
      • High School Musical Dance Mat
      • Hannah Montana Dance Mat
    • Dancing with the Stars
    • Kraft Gamepad
  • 12. Healthy Behavior Swiss Aids Federation “Catch the Sperm” M. D. Anderson Cancer Center in Houston a $3.7 million grant to create an anti-smoking video game Colgate’s Kids World
  • 13. Healthy (Unhealthy?) Eating
  • 14. Example: Pharmaceutical Companies
    • Baxter Healthcare (Medicine for bacteria)
    • Viagra
    • Mirapex (restless leg syndrome)
    • Nasonex
  • 15. Other (Gray?) Examples
    • Professional Training (Nobel Biocare?)
    • Medical Device Companies (GlucoBoy?)
  • 16. Health Advergames: Lessons Learned
    • Advergames must be fun and or informative first!
    • People born > 1980 prefer to learn in groups, with multi-media and be entertained and excited.*
    • Women are the Health CEOs of a family and the largest demo of casual gamers
    • Advergames offer capability to capture user demographics that other advertising platforms do not
    • Games have the power to lead to behavior change
    • Advertisers should not duplicate static campaigns on interactive platforms
    • Online games can spawn communities and become viral
    • Matching game to brand
    • Since it costs more than traditional advertising – have benchmarks for success
    * Deloitte research study.
  • 17. What the Future Holds for Health Advergames
    • iPhone and mobile apps
    • Advergames in Virtual Worlds
    • Video games as part of health-related websites (gaming arcades to hospitals, providers, etc.)
    • Google In-Game Advertising
  • 18. [email_address] 703.628.6969
  • 19. What I’m Playing …