advertisement game

The term ‘advergames’ comes from a merging of the terms ‘advertisement’ and ‘games’. This type of strategy promotes brand awareness and improves engagement.

It provides a platform for a very subtle type of advertisement as brands are integrated with the entertainment content.

Quite a few brands have enjoyed considerable success in attracting consumers to their games, particularly those that can be played online, on corporate websites, or sites operated by game producing agencies.

When the audience does not respond to traditional types of advertising, it may be time to consider something new like advergaming.

Games are made for different platforms, such as the internet, mobile phones, and consoles. Marketers ensure that advergames can be played over a range of platforms. During lockdowns, time spent in playing games surged by 62%, according to some estimates.

The habit is here to stay. The games developed as part of an advergaming strategy are usually free.

Advergames can be themed around a product, or can be something more subtle. Advergames help users to enter into a brand’s dynamics through games without being aggressive.

Some advantages of using advergames as a marketing strategy have been enumerated below. 

Not Invasive

Through advergames, a brand generates continuous and effective exposure that is neither aggressive nor invasive. They do not disrupt the user experience.

Generate Engagement

Advergames engage customers. Using games as a marketing strategy allows companies to associate themselves with something fun and stress-relieving. This leads to a positive interaction with brands. Integration between a brand and an advergame is critical to the impact of a brand.


When  users interact with  advergames, they interact with the associated brand. If the entertainment content of an advergame resonates meaningfully with a brand, congruence between brand and game content can render the brand more memorable. Some examples of successful advergaming campaigns have been given below.

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Doritos VR battle – Although this fully-immersive VR experience requires users to purchase the game and a VR headset, it ensures that the users are invested. Players battle their way through a geometrical universe, battling monsters to collect as many Doritos as possible along the way.

Chipotle Scarecrow – This game was such a success that its success was written about in countless publications. This arcade-style adventure mobile game was designed to promote the ‘Food with Integrity campaign’. The intention was to raise awareness about processed food. The scarecrow’s journey aimed at bringing wholesome food back to the people. It got 6.5 million views on YouTube in less than two weeks. It sparked the interest of 250,000 users within four days of its release.

Kellog’s Olympics – For this advergame, kids aged between 6 and 14 are invited to control on-screen characters to play a series of games inspired by Olympics events. Kids are invited to play games like ‘Triple Jump’ online against their friends.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.