The method of utilizing computer games to advertise a specific item or an organization is called “Advergaming”. Wired Magazine initially used this term in a column to explain the commissioning of free online video games by big companies, in 2001.
We can classify advergames into 3 different categories:
- ATL Advergaming.
- BTL Advergaming.
- TTL Advergaming.
ATL Advergaming (Above The Line Advergaming) can be roughly explained as an advertising game or video game. Several businesses and organizations incorporate interactive games on their website with the intention of creating more increased awareness about their product amidst the visitors coming to the website.
This technique is also used to bring more visitors to the site and to boost the traffic flow on it. If the games are made for item advertising and marketing, the product is highlighted in the game.
Prior to the invention of the internet, floppies and also later on compact disks were used as a tool to advertise video games as well as subsequently a certain product. It began with floppy disk essentially to develop understanding as well as a product promo. Cook Boyardee created the first advergame that was distributed by American Home Food.
Taco Bell and Coca Cola followed it by giving customers flopping disks including marketing games. Chex and General Mill was the first company in distributing an advergame to be distributed on compact disk.
The graphics of these former games have evolved from flash arcade-style to three-dimensional designs.
BTL Advergaming (Bellow The Line Advergaming) covers of recruitment tools like in-game advertising and edutainment. Usually, the mascot of a particular company is depicted as the hero in such games. Pepsi man and Burger man were the mascots utilized in promotional video games created by Pepsi and Burger King specifically.
The story of these games can be commercial, political or educational like the game American Army created to attract even more young people towards devoting their life to the military as well as also games implied to advertise sports like Formula One are also a part of this method.
In-game advertising and marketing is a lot more commercial kind and is simply targeted for the promotion of the item through the game. This is actually grabbing and even films are advertised by this technique. Like on the internet site of the movie, The Mummy, there are games that have a storyline similar to the film and also the gamer is offered expertise of the truths regarding the flick and also its subject, Egyptian Mummy. Educational Advergaming refers to games that depict a didactic message to the gamers.
These video games can likewise serve as a tool of advertisement themselves like in the video game of EA Sporting activities. By utilizing this technique the companies produce the ability to provide cheap or free games to the consumers. This is additionally effective in minimizing the cost of video games that have a monthly charge.
TTL Advergaming (Through The Line Advergaming) is the rarest type of Advergaming. URL links are embedded into a game that takes the players to different web pages, that have BTL Advergaming. Various methods are used to attract the player to a specific page. In the game “Get in the Matrix” URL hyperlinks are depicted behind-the-scenes. In this way the gamer is forced to click to learn more about the truths connecting to the plot of the next degree and also at the same time markets about the product.
The inquisitiveness to learn regarding the style of the game draws in the player, although it could not be required to click to complete the game. Such types of games are generally referred to as link-chases as one link will result in an additional one. Internet site visitors are occasionally tempted with a prize to trigger them to click the URL.
This technique of advertising and marketing is actually beneficial as it not only develops awareness among the player but also among his buddies that lands the web site upon friend’s recommendation. The success of Advergaming is dependant on word of mouth as well as hence is additionally known as viral marketing.
The impressive growth of advergaming shows no signs of slowing down as more companies are discovering its effectiveness at creating brand awareness and achieving their product goals. Even business-to-business companies are getting in on advergames to reach their clients and gain footing in new and competitive markets.