Here at Tiny Mantis we have noticed more and more customers have been interested in Advergaming to promote their product.  Advergaming is the practice of using video games to advertise a product, organization or viewpoint. The term became popular after being mentioned by Wired’s “Jargon Watch” column in 2001. It has been applied to various free online games commissioned by major companies.

As more people are exposed to the internet, in North America alone there has been a 128% increase of users from 2000-2008, advergames have thrived.  Often advergames become the most frequented portion of brand websites.  They have become an integral part of brand media advertising in an increasingly multi-faceted media environment. Advergames boost repeat traffic to websites and reinforce brands. They are also a way to collect customer data through player registration.  Furthermore, players may also invite their friends to participate, effectively utilizing the concept of  “viral marketing.”

The advergame industry is expected to generate $312.2 million by 2009, up from $83.6 million in 2004, according to Boston research firm Yankee Group.  Market researcher David Cole at DFC Intelligence expects revenue from online-game advertising to rise from $120 million in 2004 to $500 million in 2009.

Most consumers attempt to ignore banal advertising on the web, so why does advergaming work?  Lee Ann Obringer says, “As long as the game delivers a fun pay off, consumers consider it a relevant and valid cultural experience. In recent brand-impact studies, associating a brand with the fun of gaming is known to lift brand metrics such as brand awareness, message association and purchase intent. After playing a game, consumers are more likely to remember not just the brand or product itself, but to associate specific attributes with it”.
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