1. Expore Through The Game: Advergaming
EXPLORE THROUGH THE GAME: ONLINE
GAMES, ADVERTISING, ADVERGAMING
Prepared by: Qaribu Yahaya Nasidi
ID:12300001529

2. Expore Through The Game:
Advergaming
OVERVIEW

Advergaming consists of two different words
which are “Advertisement” and “Game”.
Simply, when promoters created games that
makes advertisements of the selected
company, the term “Advergame” is used to
refer them. It is rather a new concept of
advertising; it is first mentioned by Anthony
Giallourakis in 2000 and it actually become
popular around 2004

3. Expore Through The Game:
Advergaming
DEFINING THE CONCEPT
Advergame is free electronic game to
promote a product or brand.
 Oxford dictionary defined advergame as a
downloadable or internet-based computer
game that advertises a brand-name product
by featuring it as part of the game.


4. Expore Through The Game:
Advergaming
TYPES OF ADVERGAME
About The Line Advergaming
 Below The Line Advergaming
 Through The Line Advergaming


5. Expore Through The Game:
Advergaming
ABOUT THE LINE ADVERGAMING

This type of advergaming make consumer
play long hours of the game and make them
spend hours. The idea behind this is that;
when the player spend long hours he/she
consume more or rather become more aware
about the product and more familiar with the
logo or slogan.

6. Expore Through The Game:
Advergaming
BELOW THE LINE ADVERGAMING

This type of advergaming is trying to make
consumer more curious about advergame
subject. The company want player to get
some information about the product which
needs an explanation. During the advergame
session consumers learns about the subject
and encouraged to investigate more. This
type of advert is also called AttentionGathering Advergame

7. Expore Through The Game:
Advergaming
THROUGH THE LINE ADVERGAMING

Companies take advantage of the game to
advertise their product but the product is not
the focal point of the game. Ex. In formula
one game, the car consist lot of stickers,
those stickers is an advert. Or sometimes
before you play the game, an advert can
appear with option of skip. Those advert
hidden in the game are classed as „through
the line advergaming‟ or „along the line
advergaming‟

8. Expore Through The Game:
Advergaming
WHY USE ADVERGAMING?
Advergames theoretically promote repeated
traffic to websites and reinforce brands.
Users choosing to register to be eligible for
prizes can help marketers collect customer
data.
 Gamers may also invite their friends to
participate, which could assist promotion by
word of mouth, or viral marketing.


9. Expore Through The Game:
Advergaming
In recent brand-impact studies, associating a
brand with the fun of gaming is known to lift
brand metrics such as brand awareness,
message association and purchase intent.
 After playing a game, consumers are more
likely to remember not just the brand or
product itself, but to associate specific brand
attributes with it.


10. Expore Through The Game: Advergaming
EX. OF ADVERGAMING

11. Expore Through The Game:
Advergaming
GET THE GLASS
Get the Glass – for “Got Milk” campaign had over 4 million
visitors spending an average of around 9 minutes/visit.

12. Expore Through The Game: Advergaming
CAFE CROWN


You establish a Cafe
Crown coffee shop. Like
a real owner, you should
buy coffee cup‟s, sugar,
and coffee to serve also
you need to make some
advertisement to attract
the consumers. You also
should decorate your
shop and listen your
customer‟s needs.

13. Expore Through The Game: Advergaming
COCA COLA ADVERGAMING

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Advergaming
BURGER KING ADVERGAME

15. Expore Through The Game: Advergaming
BUGER-KING

16. Expore Through The Game:
Advergaming
MCDONALD’S ADVERGAME ON FACEBOOK

17. Expore Through The Game: Advergaming
MCDONALD’S ADVERGAMING

18. Expore Through The Game:
Advergaming
DUNKIN DONUTS ADVERGAME

19. Expore Through The Game: Advergaming

20. Expore Through The Game: Advergaming
PEPSI ADVERGAME

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BMW ADVERGAMING

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23. Expore Through The Game: Advergaming

24. Expore Through The Game:
Advergaming
EFFECT OF ADVERGAME

When someone plays an advergame, he/she
spends a lot of time with the computer sitting
at home, because advergames are usually
free or very cheap and they can become an
addiction to some people. Instead of living a
healthy life, teenagers spend most of their
time playing games on the internet.

25. Expore Through The Game:
Advergaming

Also it is said that especially little children
cannot distinguish whether it is a game or
something real, therefore they believe in
everything they learn or experience in the
advergames. Children are easily inspired
about consuming junk food while playing
advergames.

26. Expore Through The Game:
Advergaming
FACT & FIGURES ABOUT ADVERGAMING

According to a research which was made in
New York, 30% of the online game players
are middle-aged between 35-49 years old.
Teenagers seem to spend lots of time while
playing games on the internet but in the
reality they are just 14% of the whole
players. 17% of the online game players‟ age
differs between 25 and 34.

27. Expore Through The Game:
Advergaming

You may think that males are more active
when it comes to online gaming but surveys
show that active female players are as much
as male players and most of them are
professionals. According to another research
which is held in Virginia discovered that 41%
of players are females.

28. Expore Through The Game:
Advergaming

Another research states that 9% of the
players are African Americans, 4% are Asian
and the rest are whites considering the most
visited ten gaming sites. It is found that 35%
of players won between fifty thousand to one
thousand dollars in a year, whereas 16% of
players makes even more money.

29. Expore Through The Game:
Advergaming
SUMMARY
Games for advertising are sometimes classified
as a type of serious game, as these games
have a strong educational or training purpose
other than pure entertainment.
Other methods of advertising in video games
include product placement being integrated into
in-game environments and
companies/organizations sponsoring
commercial games or other game-related
content.

30. Expore Through The Game:
Advergaming

Advergames should be relevant to
company‟s target. Game should be created
considering company‟s customer profile. If
advergame is irrelevant to target than some
people will play it anyway but company will
not get the revenue as much as it wants,
because they would not be able to reach
right people who will buy their products after
playing the advergame.

31. Expore Through The Game:
Advergaming

The message that advergame gives to players
is also very important. If you think that people
will play it over and over again, then they will
hear and see the slogan or the logo of the
company as much as they play. If advergame is
fun to play, then company‟s message which is
given in the game will be heard as long as
player plays the game. If your message or
information which is given in the game is good
enough, you can change a player into a
customer.

32. Expore Through The Game: Advergaming
THANKS YOU