Advergames use the interactive and social components of games to the advantage of a brand. Here are some of the main benefits they offer to brands:
Raise brand awareness: You play games in your free time, and a player’s levels of attention are high when they’re playing a video game. You can harness that power with subtle placements of your brand and product. A custom advergame can tell a story about your company in an unobtrusive yet engaging way.
Positive brand interaction: When done right, advergaming continuously and effectively exposes the brand to the player in a way that is neither aggressive nor invasive. Instead, playing creates a positive experience associated with the brand.
Followers: Advergames can help build true fans who are potential leads and can convert to loyal customers. The marketing feels less intrusive, because it is up to the players to choose when they play and interact with the brand.
Promotional opportunities: Don’t stuff your advergame with sales and offers – any overkill can turn off gamers. Yet there are subtle ways to add in just the right level of promotions and rewards (like discounts or coupons) into games.
Data and research: Games are an alternate reality and offer you nearly ideal circumstances to test drive new products and ideas. Marketing strategies that wouldn’t work offline can work well in advergames. You can use things like sign-ups, sharing and polls to collect valuable data from players.
Good games go viral: Advergames can make it really simple for the players to talk about the game (and the brand) on social media. Games often have shortcuts so players can do things like share scoreboards, show off achievements and compete with friends online. Players spread the word for you when they like your game.
Great reach through games: You think video games are just for boys? Think again. Today, the average gamer’s age is 30, and 45% of them are female. The gaming industry is raking in over $100 billion per year, and roughly 20% of the market share falls to mobile and social games. The wide-reaching marketplace offers you great potential to reach your target audience.