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What Are Advergames? Uses & Examples

What Are Advergames? Uses & Examples

Discover the world of advergames, an interactive and exciting form of video games designed to promote products, services, and brands. Created by advertising agencies, these games aim to boost brand awareness and engagement while providing an immersive experience.

Advergames come in various forms, including mobile games, browser games, and console games. They are easily accessible online, through social media platforms or a brand's website, and the best part is—they're free to play!

Unlike traditional advertising, which can be easily ignored, advergames capture your attention and keep you entertained for extended periods. This unique engagement fosters brand affinity, helps you remember the product better and even increases your intent to make a purchase.

In a groundbreaking study, Frameplay.gg used game marketing to achieve a 46% increase in brand affinity and a 26% increase in intent to purchase for a snack company.

But the benefits continue beyond there. Advergames can also educate and inform. Imagine playing a game that teaches you about the features of a new car or explains the benefits of a financial service in a fun and interactive way. It’s learning made enjoyable!

While advergames are often seen as practical mid-funnel marketing tools, they can help with driving site traffic and increasing sales too. Often, these games include incentivized call-to-action buttons that offer in-game and physical rewards for following a link to the brand's site.

Games spark more customer engagement and increase interactions through a fun and memorable experience 

Gamification can also be incorporated into your loyalty program.

 

What Are The Advantages of Advergames?

 

Advergames bring advertising to life in an interactive and captivating manner. Unlike traditional ads, they hold your attention for longer and allow brands to connect with consumers on a deeper level.

Gone are the days of passively viewing ads. With Advergames, you'll enter a world where you can fully engage and interact, delivering a memorable experience that lingers in your mind.

  • Advergames can increase time spent on a brand’s mobile app, website, or social channels, which leads to more brand interactions and opportunities to nurture relationships.

  • Advergames can drive brand awareness because they interact with consumers far longer than traditional advertising and are easily shareable.

  • Advergames that collect registrations can help brands market to customers or drive interest in new products or future advergames.

Advergames are not just effective at promoting brands, they also educate and inform. Imagine playing a game that teaches you about the benefits of a new car or explains the features of a financial service in a captivating and interactive way. It's advertising that you'll enjoy and learn from!

But it doesn't end there. Advergames can be powerful tools for driving site traffic and even increasing sales. By offering enticing incentives, these games can lead you to explore a brand's website and connect with their products or services. And guess what? Studies indicate that these incentivized call-to-action buttons can have click-through rates as high as 43%!

 

What Are Some Examples of Advergames?

Check out these outstanding examples of advergames that have captivated audiences and brought brands to life:

"Chipotle Race to Rewards" (2016): Chipotle created this advergame where players collect ingredients and build burritos as they race through different levels. The game not only increased brand awareness and engagement for Chipotle but also rewarded players with exciting prizes and encouraged them to visit Chipotle restaurants.

"Pepsi-Man" (1999): PepsiCo introduced this advergame featuring a charismatic humanoid character, Pepsi-Man. Players accompanied Pepsi-Man as he collected Pepsi cans while overcoming obstacles and enemies. The game successfully raised brand awareness and engagement for Pepsi and its products.

"Chex Quest" (1996 & revived in 2020): General Mills launched this advergame that starred characters from the beloved Chex cereal brand. Players joined these characters on a mission to defeat enemies and save the galaxy. The game heightened brand awareness and engagement for the Chex brand while promoting the benefits of whole-grain cereal.

"Mortgage Race" (2022): Mortgage Hero developed this advergame specifically for first-time homebuyers looking to navigate the complexities of obtaining a mortgage. The game not only provided a brand lift for Mortgage Hero but also served as a lead generation tool. A remarkable 82% of survey respondents reported a better understanding of the Mortgage Hero product offering after playing their advergame.

 

Discover the Key Challenges of Creating a Successful Advergame

Want to create an advergame that makes an impact? Here's what you need to know:

Fun and Genuine Engagement: To succeed, your advergame must be entertaining and engaging. Balancing promotional objectives with captivating gameplay can be tricky, but it's essential for success.

Target the Right Audience: Tailoring your game to your target audience is crucial. Remember, gamers are not a niche. With 80% of smartphones having games installed, mobile gamers come from all ages and genders. Consider the genre of the game to attract the right players.

Measure Effectiveness: Evaluating the effectiveness of your advergame is vital. Utilize sophisticated tracking and analytics tools to measure consumer engagement, brand awareness, and sales impact.

Market your Advergame: Building an Advergame is not enough; you need to market it. Leverage influencer marketing or programmatic marketing on social media to ensure your game reaches the top platforms and gains organic growth.

Consider Costs and Activation Time: Advergames may have slightly higher upfront costs and longer activation times than other marketing channels. However, their competitive eCPM pricing makes them an excellent investment.

 

Unleash the Power of Advergames Compared to Traditional Marketing

When it comes to game marketing, advergames have several advantages over other methods:

Complete Brand Control: Advergames allow brands to maintain total control over their content and messaging. This ensures brand safety and consistency, unlike programmatic advertising or sponsored esports teams.

Immersive Engagement: Advergames inherently provide an interactive and immersive experience for players. This boosts consumer engagement, fosters positive associations, and cultivates long-term loyalty.

Education Opportunities: Advergames can be an effective tool for educating consumers about brands and products. By incorporating informative elements, they increase awareness and understanding.

Valuable Data Insights: Advergames provide a treasure trove of data. With ownership over the game, brands can measure impressions, click-through rates, and product attention, gaining valuable insights.

View our Progressive Banner Hunt Instant Win Game Case Study

 

Why Are Mobile Advergames Ready to Soar?

Mobile advergames are poised for success, thanks to the latest advancements in low-code technology. This cutting-edge technology has revolutionized the development process, significantly reducing the costs and effort required for creating and deploying these interactive games.

With low code technology, brands can now easily create complex advergames without the need for extensive coding or development resources. This accessibility and affordability make it an attractive option for brands looking to engage their audience through fun and interactive experiences.

Not only are Advergames benefiting from low code technology, but they are also thriving in the mobile app marketplace. The Apple App Store and Google Play Store attract a massive amount of daily traffic, providing a vast pool of potential players for advergames.

The sheer magnitude of users and downloads on these platforms makes them an ideal distribution channel for Advergames. Brands can effortlessly reach a large, engaged audience with minimal cost and effort.

Furthermore, mobile advergames are a perfect fit for the on-the-go nature of the mobile platform. As mobile devices become the primary means of gaming, advergames can provide users with a fun and engaging experience during their daily activities.

In today's digital landscape, consumers are growing tired of traditional programmatic game ads. They crave a more genuine experience. Ad agencies need to recognize this demand and activate campaigns where their consumers are - in the world of mobile advergames.

 

Is your brand looking towards Games and Advergames as a way to build customer engagement and increase interactions? Contact Us Today

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