Can Advergaming Save Your Business? (By Luthando)

Research has shown that 42% of people who play online games do so for one or more hours per week. Fifty percent of people who play advergames do so for an average of 25 minutes. Ninety percent of people who receive advergaming challenges from someone they know will play the advergame.

So what do these statistics mean for companies who use advergames? For starters, more revenue, greater brand exposure and a positive ROI. A company’s sponsored advergame can incorporate corporate colors, logos, products and advertising messages. Advergames can live on a website – and are even starting to successfully exist as an app on mobile phones.

Confused about what an advergame is exactly? An advergame is a web or mobile-based game that incorporates and features advertising and promotion of a sponsoring company’s products and services. In simpler terms, advergames are interactive games that a company distributes for consumers to play. The objective of an advergame is to provide promotional incentives with the goal of obtaining a response from consumers, and in turn increasing consumer awareness.

For example, if your business is a retail store, an advergame can be created that looks and feels just like your store. While playing your game, potential customers would be exposed to your logo and sale items, and could even be provided with an incentive (such as a coupon) to physically come into your store and shop.

An advantage of an advergame is that a consumer can log into the game at any time. The repeat playability of advergames helps increase the time people are exposed to the sponsoring company, and keeps consumers coming back. Game players are not completely aware they are being advertised to, as they are focused on fulfilling the goals of the game.

Advergames come in nearly all types, from reworked arcade-style classics, to casual games, to fast paced action games. A one-of-a-kind advergaming experience is what businesses today need to promote themselves.

Advergaming has become such a booming industry that businesses who specialize in developing advergames are being sought out by companies looking to have their own customized advergames campaign. Companies who develop advergames help their clients with everything from designing and developing the game, to providing demographics and tracking information about the people who are playing the sponsored game.

Advergaming offers businesses a unique and powerful way to interact with visitors on several levels. Players receive prolonged exposure to your company’s brand or cause, which can result in future sales. If your advergame is especially creative, it’s highly likely that visitors will tell their friends about it.

Many advergames also include the option to track each visitor’s gaming experience. This can provide a company with detailed information, which can then be used to perfect an advergame for even more exposure and impact. With so many benefits, advergames can create an exceptional branding environment for just about any product or service. And with advergame revenues expected to continuously increase over the next three years, there has never been a better time to learn more about how they can benefit your business.


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