This document discusses advergaming, which is using interactive games to advertise and market products. It defines advergaming and explains that it allows for continued brand exposure through consumer choice and active participation. The document then categorizes advergaming into above-the-line, below-the-line, and through-the-line based on how advertising is disseminated through games. It also provides examples of companies that have used advergaming and discusses the advantages in terms of brand awareness and message association.

1. ICCCR & HRM
(International Centre For Cross
Cultural Research & Human
Resource Management)
Presented by: Raghav Mahajan (16-MBA-IB-14)
Raghav Gupta (15-MBA-IB-14)
Course title: Global-E-Business
Submitted to: Dr. Ridhi Sharma
Topic: Advergaming

2. ADVERGAMING

3. Advergaming is a new advertising media that is
being used by many companies to brand and
market their products. It’s a blend of advertising
and game
DEFINITION
These are interactive games that allow
user's continued exposure to the brand
publicized.

4.  It’s the consumers choice.
 Effective- Involves active participation and interaction.
 Greater exposure- The exposure can last from several minutes to
the better part of an hour.
Found on social networks, mobile applications, dedicated sites or
interactive advertising banners.
CHARACTERISTICS

5. Why Advertise in Video Games?
– Immersed audiences
– Wide reach: men, women, teens,
adults
– Find new customers
– Reach existing customers in new
and imaginative ways
– Opportunities for co-branding
– Various formats allow reach in
different demographics, with
different cost structures

6. ADVERGAMING
Informs customers
what they will
experience in reality
Creates
curiosity in
minds of targets
Increases selling
rate
Brand image
reinforcement

7. Term"advergames" was coinedin January 2000 by Anthony
Giallourakis, and later mentioned by Wired's "Jargon Watch"
column in 2001.
 According to eMarketer.com, it's been around since at least
the early 1980s when Kool-Aidand Pepsi developed Atari 2600
games that featured their products and distributed the game
cartridges as promotions.
ORIGIN

8. 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 advergaming
BTL
• Below-the-line advergaming
TTL
• Through-the-line advergaming
CATEGORIES

9. ABOVE-THE-LINE ADVERGAMING
Propagating your product through pushing video games
that are closely associated with your product.Example-
promotional software.
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 spend more
time on the website, or simply become more product aware. The
games themselves usually feature the company’s products
prominently(often as "powerups" or upgrades).

10. The first company to use this method of Advergaming was Chex and
General Mills in 1996.
Chex Quest

11. 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 in nature.
BELOW-THE-LINE ADVERGAMING

12. 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
game FIFA International Soccer (also, the electronic board that
appears with every goal scored sometimes reads "Panasonic").

13.  Hybrid 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.
 Use URL hyperlinks within the game designed to induce the player
to visit a webpage which then contains BTL advertisements.
THROUGH-THE-LINE
ADVERGAMING

14.  Websites 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 trade off 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 with too obtrusive advertising to obtain important
details about the game
In games such as Enter the Matrix URLs
make up a part of the background of the
game such that certain plot details 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.

15. 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, message association and
purchase intent.
ADVANTAGES

16. Brand communication: awareness and brand
preference
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
remember not just the brand or product itself, but to
associate specific brand attributes with it.

17. GROWTH RATE OF ADVERGAMING

18. If expectations are met,
2012 will contribute
about 90 million adult
players in the world.
It is not surprising that
Advertisers are keen to
enter
in this medium.
This increase in the cost of advertising will be
driven by a growing video game industry, which in
2012 will see increased sales hardware and
software to $ 21 billion (33% more than this
year)
Contd.

19. Doritos´ Unlock XBox
Campaign
• Doritos wanted to “be in
games”
• Microsoft invited
participants to develop
casual game ideas around
the Doritos brand
• Five finalists were chosen,
one winner will have his /
her game produced and
distributed online (chosen
by online voters)
• Online tie-ins include
microsite and documentary
videos about the finalists
• Increased brand awarness
for Doritos and gamer
affinity with Xbox
Fully Integrated Branding
Opportunities

20. Strategic Alliances and Cross-
Promotion
• Burger King and Microsoft teamed
up to create three brand new casual
games for the Xbox and Xbox 360
• Sold for $4.99 with Value Meals at
Burger King stores
• Sold 3.2 Million copies in 8 weeks (that´s $16 Million!!)
• Avoided expensive retail channels by selling in-store
• Increased awareness of BK´s new Value Meal program,
designed to compete with McDonald´s and Wendy´s
• All Xbox 360 players registered with Xbox Live, adding to
Microsoft´s database of gamer information

21. Porsche promoted its various features and functions via
advergaming so that consumers may get a lil bit feel of how it
works.
EXAMPLES OF ADVERGAMING:

22. This is an Image
From GTA
Sanandreas showing
How Cluck’ In and
Dairy Milk promoted
via this Game.
It was Hit Game of
2010.