The practice of using video games to promote a particular product or organization is known as "Advergame". Wired magazine first used this term in a column to describe the commissioning of free online games by large companies in 2001. There are three categories of Advergaming: ATL Advergaming, BTL Advergaming and TTL Advergaming.
ATL Advergaming can be explained vaguely like a video game promotions. The company incorporates interactive video games on their website to increase awareness of their product among the website visitors. This method is also used to attract more visitors to the site and increase traffic flow on the website. If the game is to advertise the product, the product is highlighted in the game
Before the invention of the Internet, floppy disks and later compact disks were used as a means to promote games and turn a particular product. It began with the floppy disk basically to create awareness and promote products. The first Advergame was distributed by American Home Food, which was developed by Chef Boyardee. Taco Bell and Coca Cola followed it by giving customers floppy disks containing promotional games. The first Advergame for distribution on CD was by Chex and General Mill. The graphics of these games have matured from arcade style flash to three dimensions.
BTL Advergaming includes recruitment tools such as advertising in the game, militiamen and edutainment. Usually, the mascot of the particular company is depicted as the hero in such games. Man of Pepsi and Burger man were the mascots used in promotional games designed by Pepsi and Burger King respectively. The scenario of these games can be commercial, educational or political like the game American Army created to attract young people to dedicate their lives to the army and also games to promote the sport like Formula 1 race are also part of this technique.
Advertising in the game is of a more commercial and is purely targeted for promotion of the product through the game is really picking up and even movies are promoted by this method. As the website of the film, the mummy, there are games that have a similar story for the film and the player is given knowledge of the facts about the film and its subject, the Egyptian mummy. Educational Advergaming refers to games that portray a moral message to the players.
These games can also act as a means of advertising themselves, as in the video game from EA Sports, banners of Pepsi line the frame of the game With this strategy, companies are able to provide low price or free games for consumers. It is also effective in reducing the price of games that have a monthly fee.
TTL Advergaming or through the line Advergaming is the rarest form of Advergaming. URL links are embedded in a game that takes players to the web pages, which has BTL Advergaming. Different methods are used to attract the player to a particular Web page. URL in the game "Enter the Matrix" hyperlink is represented in the bottom, where the player is forced to click to learn more about the facts of the plot of the next level and simultaneously published on the product. The curiosity to learn more about the theme of the game attracts the player, although he would not need to click to finish the game These types of games are usually prosecuted as a link-link leads to another. Website visitors are sometimes tempted by a prize to encourage them to click on the URL.
This technique of advertising is really beneficial because it not only creates awareness among players but also among his friends the website at the suggestion of a friend of the land. The success of Advergaming depends on word of mouth and therefore is also known as viral marketing. In 2004, the industry generated about $ 83.6 million and 105 million players involved.
