Advergaming: Coca-Cola & Nestle get in on the action
Advertising is adapting to the modern world and merging with the world of gaming. Free online games commissioned by companies are the latest way to enter the public consciousness.
Giants Coca-Cola and Nestle are the latest to get in on the action, creating their own games to boost brand awareness and promote their products.
Advergames often take the form of customized games on a company’s site, promoting its products and encouraging people to spend more time on the site.
They can also be video games designed with a marketing message, for example the US Army’s recruitment drive “America’s Army”.
Product placement is yet another form of advergaming, where products are advertised within a video game, as part of the game landscape. This could take the form of billboards on the street of a virtual town, or characters using the company’s products.
Advergaming encourages consumer interaction, increases brand awareness and produces surprisingly high conversion rates, making it ideal for the advertiser.
Games can include competitions and promotions to get people to sign up. Consumers must provide contact details before they can play the game. Scratch cards, instant win games, roulette and racing games have all been used. And where games increase consumer interaction, casino games are all the more likely to succeed.
Advergaming is often used to target young audiences with fun games likely to capture children’s and teenagers’ imaginations. However, it’s not just teenagers who play advergames. A recent survey showed that 30% of those playing are aged 35-49, a perfect market for casino games.
Implanting a company’s marketing message in a game is less annoying than a dedicated advert, and has more chance of permeating the subconscious, since the player remains in contact with the product for some time, and comes to associate it with an entertaining experience or with winning a prize.
The company also has the chance to create positive associations around their product or service, by creating a virtual world populated with characters that fit the company ethos and spread their message.
Successful games can benefit from viral marketing. When consumers particularly enjoy a game, they pass it on to friends and so the marketing message goes by word-of-mouth.
Estimates put the future value of advergaming at $312 million by 2009.
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