Advergaming is the practice of using video games to advertise a product, organization or viewpoint. It’s always a challenge for advertisers to get consumers not to ignore their advertising but for some, that’s taking a turn for the better with advergaming. Mobile advergaming is gathering pace with more advertisers opting to include it in their brand campaigns.
ATL advergaming:
At first a company 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.
BTL advergaming:
BTL advergame technique consists of advertising within a game itself. Since the intent of in-game advertising is commercial rather than political, some consider such advertisements to make up a category of their own. However as with the above mentioned BTL advergame forms, it is the techique by which the propaganda is purveyed rather than the nature of its intended audience which defines in-game advertising as a subset of BTL advergaming and not its own category.
TTL advergaming:
A rare form of advergaming, TTL advergames involve the use of URL hyperlinks within the game designed to induce the player to visit a webpage which then contains BTL advertisements. The technique used to tempt the player into visiting the intended URL varies from game to game.
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