Advergame

An advergame is a video game designed and developed specifically to promote a brand, product, or service. The term is a fusion of "advertising" and "game." Unlike a simple in-game banner ad, in an advergame the brand is not a secondary element, but the core of the gaming experience, fully integrated into the gameplay and narrative.

2. What is it for / Why is it important

Advergames are a powerful tool for overcoming the barriers of traditional advertising, which are often perceived as intrusive. Their importance lies in their ability to create active and voluntary engagement among users, who choose to interact with the brand in a fun context. This generates a positive association, increases exposure to the brand, and establishes the message more memorably than passive communication.

3. When to use it / In what context is it useful?

Advergames are particularly effective for achieving specific goals, such as:

• Increase Brand Awareness: Make your brand known to a large audience.

• Generate Leads: Collecting contacts from potential customers, often in exchange for bonuses or access to the game.

• Build customer loyalty: Create a lasting, positive connection with your brand.

• Educate the public: Convey complex values or messages in a simple and interactive way.

• Promote a new product: Launch an item in a viral and memorable way.

They can be distributed as mobile apps, browser games, social media experiences, or within virtual worlds like Roblox.

4. Practical example

• Historical: Pepsiman (1999), a PlayStation video game in which the Pepsi superhero mascot had to race through various levels to deliver a can of Pepsi to thirsty people, overcoming themed obstacles. The entire game was a celebration of the brand.

• Modern: Chipotle Burrito Builder on Roblox. Players enter a virtual Chipotle restaurant, don the brand's uniform, and prepare burritos for customers, learning about the actual ingredients on the menu. This experience not only promotes the brand, but also integrates it into a platform frequented by its target audience.