Where Can I Watch The Army Football Game Today Advergaming – A Smart Marketing Move

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Advergaming – A Smart Marketing Move

Considered one of the newest marketing and advertising strategies, advergaming is quickly becoming a darling of the advertising industry. Although the term “advergames” wasn’t coined until 2001 in Wired magazine’s “Jargon Watch” column, advertising as a marketing tool is actually older than most people realize.

The first real advergame was a custom video game featuring brand messaging distributed on diskette by American Home Foods to promote the Chef Boyardee brand in the 80s. Advergames are used to promote products or services, organizations, and even opinions and viewpoints. Today, with the advent of the Internet and smaller, faster processing chips used in computers, cell phones, PDAs, and interactive television programs, advergames have grown into a huge industry.

Advergaming is generally categorized in three different ways. In the first category, companies provide interactive games on their websites, hoping that site visitors will be engaged in the game, thus spending more time on the website and becoming more familiar with the brand or product. The second category is generally recognized as games created by groups or organizations for commercial, political, or educational purposes, and then published and sold like any other game. For example, the United States Army sponsored a game called “America’s Army” in an effort to increase recruitment. The third category includes games that promote products, brands or services within the game itself. For example, an interactive baseball game might have banners around the field promoting Coca-Cola®, or a football team might be the “Tide® Titans.” Advertising is similar to a movie character holding a can of Red Bull® or stopping for coffee at Dunkin’ Donuts®.

Advertising games aren’t just for kids either. In a 2004 study by Comscore MediaMetrik, 25% of PC gamers are 35-44, 25% of free-to-play online gamers are 25-34, and 33% of premium gamers are 25. – 34 years old. In addition, incomes vary across age groups.

Unlike television commercials, in-game advertising and marketing are not perceived as intrusive by the player. Players are voluntarily interactive, and promotional materials contained in advertisements are viewed as simply part of the game; this makes players part of the marketing action rather than bystanders. Repeat visits to websites via the Internet or mobile phones are high among advertisers, and as a result, product or brand recognition and loyalty are also high among interactive players. And advertisers regularly spread the word about games they particularly like to friends and family. In addition, because players can access advergames during business hours over the Internet, a larger portion of the population can be reached at times previously considered untouchable by advertisers.

Copyright (c) 2006 Scott Heath

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