Post on 04-Jan-2016
transcript
Advergames
Primary Goal: To Increase Awareness of and Ultimately Sell A Product Through Games
Understanding advergames in your life
Advergame Trivia
Power of Advertising
70 million people are playing advergames at
workTraditional
advertising isn’t working all that
well
America’s Army most effective
recruiting tool ever for U.S. Army
Advergame Classifications
S • Sponsored Advergame
I • Integrated Brand Advergame
P • Playable Brand Advergame
T • Brandistraction
Sponsored Advergame
Brand sponsors the game but the brand isn’t part of the game play or the gaming experience.
Sponsorship announced at beginning or end of game.
Integrated Brand Advergame
The Brand appears in the game but doesn’t figure prominently as part of the game play.
Playable Brand Advergame
Brand figures prominently as part of the game play.
Brandistration [Bran-Distraction]
An emperically entertaining game in which the brand and the game are inseparable in at least two ways:• Without the brand, the
game isn’t playable• The game isn’t winnable
unless the player acts in a way consistent with previously established attributes of the brand.
Advergames Popularity• More advantages than television/radio/print
• Commercials last about 30 seconds/print ads viewed for a fraction of that time
• Advergames people can spend 7-10 minutes at a time (Weir, 2007).
• 42% of Advergamers play more than once a week and 18% say that ads help them decide what to buy (Hein, 2006).
Advantages and Costs
• 30 second prime-time slot can cost half a million dollars, advergame rarely costs more than $50,000 to develop and posted on internet for months or years
• Advergaming enhances reach and frequency, expanding reach via internet and are free to users.
• US spent $118 million on advertising with videogames in 2004 and in 2012 US spent over $39.5 billion
Limitations and Threats• Few limitations – protection under the First Amendment
• Issues with advergames and children health i.e. cereal brands
• Cost effective
• Time children spend on internet makes it easy to attract and hold attention
• Interactive aspect of play and retaining information
• Viral – send to a friend (extends reach)
Big Names in AdvergamesPepsi www.pepsi.com
Domino’s Pizzahttp://more.dominos.com/wp/2011/07/btpgames/
Coca-Cola http://www.fallingdominoes.com
McDonald’s http://www.mcvideogame.com/index-eng.html
Mercedes Benz http://vimeo.com/32197929
Google http://www.google.com/ads/games/index.html
U.S. Army – America’s Army 3 http://emerging-advertising-media.wikispaces.com/advergaming
ADVERGAME TIME
Surf the internet and identify an example of the different
categories of Advergames. You can begin here if you like:
http://www.fuelyouth.com
http://www.blockdot.com
http://www.letsdesign.co.uk/index.html
http://corporate.miniclip.com