Big brands have big bucks to throw at advergames, but how can small businesses compete with that? The answer lies in technology, namely in HTML5. You can design and build highly complex games with beautiful interfaces in HTML5 at an affordable cost, making it perfect for companies with a leaner marketing budget. HTML5 offers you the following advantages:
Inclusive: Web-based games only require a web browser and work on any platform, mobile device or desktop computer.
Instant play: Playing in the browser requires no app or software download and installation.
Ease of publication: No need to wait for Apple or Google to approve your app. You simply publish on your website!
Promotion: App promotion is expensive, but to promote your website game, you can use your existing and developed marketing channels and the website itself.
Sharing: To share your game, players only have to copy and paste the URL. Social media, email, chat – it works a thousand ways. Instant win!
Data: You don’t have to measure data on different channels. On your own website, you implement the tracking, monitoring and analyses you want to evaluate the performance of your advergaming campaign.
Standards: Adopting HTML5 is widely encouraged across the web, especially with the focus on mobile. In fact, Microsoft and Google use advergames of their own to promote HTML5 – and their own browsers Edge and Chrome. Microsoft’s Rethink experiences let you play The Settlers of Catan in Catan anytime and Assassin’s Creed Pirates. Google publishes a slew games of their own, including The LEGO Game Build with Chrome as part of their Chrome Experiments.
Examples of advergaming
Burger King has also been behind some of the most popular advergaming titles in history. They created three games for Xbox that you could get with the purchase of a value meal for an extra $3.99. They were so popular in fact that they ended up being 2006’s best-selling video games during the holiday season. Rather than having revolutionary gameplay and graphics, Burger King’s games were just fun. They had a touch of humour and simple yet engaging gameplay. You don’t have to reinvent the wheel to have a decent video game.
This football-themed video game has been popular pretty much since it was released in 1993. Not only does it have lots of branding for the different football divisions around the world, but it’s also got tons of ads for brands. Coca-Cola, Sony and Visa are just a few of the brands you might see in their games. A lot of the advertising is incorporated subtly in places that their players are already trained to see ads in football matches. That means it doesn’t seem invasive or odd, but the message still gets across.