Advergaming

ICCCR & HRM(International Centre For Cross Cultural Research & Human Resource Management)

Presented by: Raghav Mahajan (16-MBA-IB-14) Raghav Gupta (15-MBA-IB-14)

Course title: Global-E-Business

Submitted to: Dr. Ridhi Sharma

Topic: Advergaming

ADVERGAMING

Advergaming is a new advertising media that is being used by many companies to brand and market their products. It’s a blend of advertising and game

DEFINITION

These are interactive games that allow user's continued exposure to the brand publicized.

It’s the consumers choice. Effective- Involves active participation and

interaction. 

Greater exposure- The exposure can last from several minutes to the better part of an hour.

Found on social networks, mobile applications, dedicated sites or interactive advertising banners.

CHARACTERISTICS

Why Advertise in Video Games?– Immersed audiences

– Wide reach: men, women, teens, adults

– Find new customers

– Reach existing customers in new and imaginative ways

– Opportunities for co-branding

– Various formats allow reach in different demographics, with different cost structures

ADVERGAMING

Term "advergames" was coined in January 2000 by Anthony

Giallourakis, and later mentioned by Wired's "Jargon Watch" column

in 2001.  According to eMarketer.com, it's

been around since at least the early 1980s when Kool-Aid and Pepsi

developed Atari 2600 games that featured their products and distributed

the game cartridges as promotions. 

ORIGIN

Advergaming is divided into the three mediums of information dispersal, which determine the methods by which advertising is done through the games:

ATL •Above -the-line advergaming

BTL •Below-the-line advergaming

TTL •Through-the-line advergaming

CATEGORIES

ABOVE-THE-LINE ADVERGAMING

Propagating your product through pushing video games that are closely associated with your product. Example- promotional software.

In employing ATL advergaming, a company typically provides interactive games on its website in the hope that potential customers will be drawn to the game and spend more time on the website, or simply become more product aware. The games themselves usually feature the company’s products prominently(often as "powerups" or upgrades).

The first company to use this method of Advergaming was Chex and General Mills in 1996.

Chex Quest

In utilizing BTL advergaming, games are published in the usual way and cause players to investigate further.

The subjects advertised for may be commercial, political, or educational in nature. 

BELOW-THE-LINE ADVERGAMING

Commercial examples are numerous and include advergames funded by Pepsi,  7-up, NFL, Formula One, and most recently Burger King.

An Adidas billboard is displayed in the foreground of the 1994 video game FIFA International Soccer (also, the electronic board that appears with every goal scored sometimes reads "Panasonic").

Hybrid of the two above methods of distribution of Advergames

 Provides information about the product, and at the same time draws the user towards purchasing the product.

 Use URL hyperlinks within the game designed to induce the player to visit a webpage which then contains BTL advertisements.

THROUGH-THE-LINE ADVERGAMING

Websites of this nature often lead players on to other links which again lead to further links, thus earning these games the label "link-chases."

Its trade off is that though use of the internet to find out extra things about a game might be enjoyable, gamers will not enjoy being given too much of a run-around with too obtrusive advertising to obtain important details about the game

In games such as Enter the Matrix URLs make up a part of the background of the game such that certain plot details can only be learned by following the link given in the game. The knowledge of such plot details are typically not required to complete the game, but make for a fuller story for fans.

More effective than traditional advertising for the product exposure due to the highly interactive nature of the medium.

Associating a brand with the fun of gaming lifts brand metrics such as brand awareness, message association and purchase intent.

ADVANTAGES

Brand communication: awareness and brand preference

It advocates the natural play instinct of the user.Playing is, as we all know, fun and not only for children.

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.

GROWTH RATE OF ADVERGAMING

If expectations are met, 2012 will contribute about 90 million adult players in the world.It is not surprising thatAdvertisers are keen to enterin this medium.

This increase in the cost of advertising will be driven by a growing video game industry, which in 2012 will see increased sales hardware and software to $ 21 billion (33% more than this year)

Contd.

Doritos´ Unlock XBox Campaign

• Doritos wanted to “be in games”

• Microsoft invited participants to develop casual game ideas around the Doritos brand

• Five finalists were chosen, one winner will have his / her game produced and distributed online (chosen by online voters)

• Online tie-ins include microsite and documentary videos about the finalists

• Increased brand awarness for Doritos and gamer affinity with Xbox

Fully Integrated Branding Opportunities

Strategic Alliances and Cross- Promotion

• Burger King and Microsoft teamed up to create three brand new casual games for the Xbox and Xbox 360• Sold for $4.99 with Value Meals at Burger King stores

• Sold 3.2 Million copies in 8 weeks (that´s $16 Million!!)

• Avoided expensive retail channels by selling in-store• Increased awareness of BK´s new Value Meal program, designed to

compete with McDonald´s and Wendy´s• All Xbox 360 players registered with Xbox Live, adding to Microsoft´s

database of gamer information

Porsche promoted its various features and functions via advergaming so that consumers may get a lil bit feel of how it works.

EXAMPLES OF ADVERGAMING:

This is an Image From GTA Sanandreas showingHow Cluck’ In and Dairy Milk promoted via this Game.

It was Hit Game of 2010.