The practice of using video games to market a explicit product or an organization is referred to as “Advergaming”. Wired magazine first used this term in a column to explain the commissioning of free online games by large firms, in 2001. There are 3 categories of Advergaming: ATL Advergaming, BTL Advergaming and TTL Advergaming.

ATL Advergaming can be vaguely explained as a promotional video game. The business incorporates interactive video games on their web site therefore as to form more awareness regarding their product among the website visitors. This method is additionally used to attract more guests to the location and to extend the traffic flow on the website. If the games are made for product advertising, the product is highlighted within the game.

Before the invention of the web, floppy disks and later compact disks were used as a medium to push games and in turn a particular product. It started with floppy disk primarily to form awareness and product promotion. The first Advergame was distributed by American Home Food, that was developed by Chef Boyardee. Taco Bell and Coca Cola followed it by giving customers floppy disks containing promotional games. The primary Advergame to be distributed on compact disk was by Chex and General Mill. The graphics of those games have matured from arcade style flash to 3-dimensional.

BTL Advergaming contains of recruitment tools like In-game advertising, militiamen and edutainment. Sometimes the mascot of the particular company is depicted because the hero in such games. Pepsi man and Burger man were the mascots used in promotional games designed by Pepsi and Burger King respectively. The storyline of those games can be commercial, educational or political like the sport Yankee Army created to attract additional youth towards devoting their life to army and additionally games meant to market sports like Formula One racing are also a part of this technique.

In-game advertising is more commercial kind and is purely targeted for promotion of the merchandise via the game. This is really picking up and even movies are promoted by this method. Like on the website of the movie, The Mummy, there are games that have a storyline almost like the movie and the player is given information of the facts regarding the movie and its subject, Egyptian Mummy. Educational Advergaming refers to games that portray a ethical message to the players.

These games will also act as a medium of advertisement themselves like within the video game of EA Sports; banners of Pepsi line the frame of the game. By using this strategy the companies are in a position to produce low price or free games to the consumers.  This can be conjointly effective in reducing the worth of games that have a monthly fee.

TTL Advergaming or through the road Advergaming is the foremost rare form of Advergaming. URL links are embedded into a game that takes the players to the internet pages, that has BTL Advergaming. Different methods are used to attract the player to a particular webpage. In the sport ” Enter the Matrix” URL hyperlinks are depicted within the background, which the player is forced to click to find out regarding the facts referring to the plot of the following level and at the identical time advertises regarding the product. The curiosity to find out regarding the theme of the game attracts the player, though it may not be necessary to click to complete the game.  Such types of games are usually called link-chases joined link will lead to another. Web site guests are typically tempted with a prize to prompt them to click the URL.

This system of advertising is extremely beneficial because it not solely creates awareness among the player but also among his friends who lands the website upon friend’s suggestion. The success of Advergaming is dependant on word of mouth and thus is also referred to as viral marketing. In the year 2004, this business generated around $83.six million and involved 105 million players.

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