Advergaming is a type of advertising using video games, which is used to enhance brand visibility. Advergames are found on social networks, mobile applications, dedicated sites or interactive advertising banners.
Brands use advergaming as a communication channel for:
- Product-based communication
- Brand communication: awarenes and brand preference
The advergaming market is booming: the turnover for 2010 was 300 million Euros. IDATE forecasts it to reach 2 billion Euros by 2015.
It allows you to communicate right in the heart of your consumer's playground!
In 2010 the Internet became France's favourite media channel, with twice as much influence as television. Moreover, video games are surfers' favourite online activity: 75% of web users play online regularly.
This powerful phenomenon has been boosted by the surge in social networks, and especially by Facebook. Today Facebook has 53 million members in France and over 50% of the most-used Facebook applications are games...
Furthermore, the development of the smartphone market (20% of French mobile users have one) has opened up new possibilities for advergaming. 50% of the most-downloaded applications are games.
Advergaming provides tangible and specific advantages, with a real impact on the consumer!
It allows for clear and quantifiable ROI: -by increasing traffic, pageviews and click-through rates
- by generating new revenue streams (item sales, virtual goods, advertising)
- by allowing for qualified lead generation.
In terms of the impact on purchaser behavior, it has been found that 45% of web users who liked an advergame go on to become brand customers.
It has a noticeable effect on brand preference. The game works with the brand's DNA, and by doing so generates real increase in customer loyalty. Over half of the 15-34 year-olds take a brand more seriously when it uses advergaming as a communications channel. The game is a source of fun: as such the advertising message is no longer seen as intrusive or something they have to endure.
In terms of awareness, advergaming provides a far higher rate of message retention than other media due to its interactivity. Studies show that 60% of advergame players remember the mesage three months afterwards.