Koen Paquay, marketing weblog

I´ve recently received a literature study (in Dutch) from Aniek Jehee. She has written a really interesting piece about Brands Loving Games. Within this study she writes about: Advergames/ Branded Games, Game Skinning and Sponsorships.

For many of us, within this sector of the gaming industry, these three titles are familiar. Apart from the fact that there are several different names being used to determine these three under laying disciplines of Game Marketing.

Literature Study

Her main question within this study was: How can a brand, by using advergames, effectively communicate with their target group/audience on short and long term?

Apart from her main question she has defined sub question to reach her goal. These sub questions are also answered within her study about advergaming:

• What is advergaming?
• What kind of advergames are there?
• What kind of influence do advergames have on the target group?
• Do advergames enhance the brand awareness and influence the attitude towards a brand?
• In what way do advergames attract prospects?
• Which types of advergames are mostly used?
• On which target group or customer do these advergames have the most effect?
• Which types of advergames have the best effect?
• What´s in store for the advergame industry in the future?

My opinion

I´ve had the pleasure of reading the entire study and I have to say that are alot of things that are familiar and some that aren´t. For me the most interesting chapters are the ones that answer the questions about that the effects of advergames on the target groups.

(chapters: 4, 5 & 7 in the advergaming study)

In my experience with potential customers I´ve noticed that they still see gaming as a kids industry, not knowing how many success stories on advergaming already are out there. The main problem for most “old” marketing professionals is the fact that they don´t understand how these games work and what kind of effect and results these games can have.

Therefor I always try to explain how powerful the effect of full engagement is with a game in comparison to a TV commercial. Apart from the fact that games have the ability to create a positive attitube towards a brand or product.

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Please let me know what you think on the subject of advergaming and if you have any questions for me or Aniek Jehee just reply in de box below. You can also help promote the advergaming study of Aniek Jehee by retweeting this blog article to promote the literature study .

Tags: advergames, gamevertising, Onlinemarketing