Practice of using video games to promote a particular product or organization known as “Advergaming”. Wired magazine first used this term in a column to describe the 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 loosely described as a video game promotion. These activities include interactive video games on their sites, to create more awareness about their products among site visitors. This method is also used to attract more visitors to the site and improve traffic flow on the website. If the game is made for product advertising, products shown in the game.
Before discovering the Internet, compact discs and diskettes are then used as a means to promote games and in turn a product. Starting with a floppy disk basically to create awareness and product promotion. Advergame first distributed by American domestic Foods, which was developed by Chef Boyardee. Taco Bell and Coca Cola is followed by giving customers floppy disks containing promotional games. First advergame to be distributed on CD is Chex and General Mill. The graphics of this game has matured from arcade style flash-dimensional.
BTL Advergaming is recruiting tools such as in-game advertising, militiamen and Edutainment. Some corporate mascots are usually portrayed as a hero in the game. Pepsi man and Burger Man is the mascot used in promotional games designed by Pepsi and Burger King respectively. The story of these games can be commercial, educational or political like the game American Army created to attract more young people to devote their lives for the army and also games to promote sports as Formula One racing is also a part of this technique.
In-game ad types are more easily trade and promote products through the game. It’s really taking and film even promoted by this method. Like in mummy game, games that have a similar story line and movie player are given knowledge of the facts about the movie and subject, an Egyptian mummy. Education Advergaming refers to games that illustrate a moral message to the players.
This game can also act as an advertising medium itself, such as video game from EA Sports, banners of Pepsi line in the game. By using this strategy the company can offer a low cost or free game for consumers. It is also effective in reducing the price of games that have monthly subscriptions.
TTL Advergaming or through line is the most rare advergaming. URL links inserted into the game that takes players to a website that BTL Advergaming. Different methods are used to attract players to specific web pages. The game “Enter the Matrix” hyperlink URL is described in the background; players are forced to click to learn more about the facts surrounding the plot to the next level and, while advertising about this product. Curiosity to learn more about the topic interest game players, although they may not need to click to end the game. Types of games like that are usually known as link-chases as one link leads to another. Site visitors are sometimes tempted with a prize for asking them to click a URL.
Advertising techniques which very useful, because not only creates awareness among players but also among their friends who land a website on the advice of friends. Advergaming success depends on word of mouth and, therefore, also known as viral marketing. In 2004, industry was producing about 83.6 million U.S. dollars and involved 105 million U.S. players.