1. Advergames Primary Goal: To Increase Awareness of and Ultimately Sell A Product Through Games Understanding advergames in your life

2. Advergame Trivia Power of Advertising 70 million people are playing advergames at work Traditional advertising isn’t working all that well America’s Army most effective recruiting tool ever for U.S. Army

3. Advergame Classifications S Sponsored Advergame I Integrated Brand Advergame P Playable Brand Advergame T Brandistraction

4. Sponsored Advergame Brand sponsors the game but the brand isn’t part of the game play or the gaming experience. Sponsorship announced at beginning or end of game.

5. Integrated Brand Advergame The Brand appears in the game but doesn’t figure prominently as part of the game play.

6. Playable Brand Advergame Brand figures prominently as part of the game play.

7. Brandistration [Bran-Distraction] An emperically entertaining game in which the brand and the game are inseparable in at least two ways: Without the brand, the game isn’t playable The game isn’t winnable unless the player acts in a way consistent with previously established attributes of the brand.

8. Advergames Popularity More advantages than television/radio/print Commercials last about 30 seconds/print ads viewed for a fraction of that time Advergames people can spend 7-10 minutes at a time (Weir, 2007). 42% of Advergamers play more than once a week and 18% say that ads help them decide what to buy (Hein, 2006).

9. Advantages and Costs 30 second prime-time slot can cost half a million dollars, advergame rarely costs more than $50,000 to develop and posted on internet for months or years Advergaming enhances reach and frequency, expanding reach via internet and are free to users. US spent $118 million on advertising with videogames in 2004 and in 2012 US spent over $39.5 billion

10. Limitations and Threats Few limitations – protection under the First Amendment Issues with advergames and children health i.e. cereal brands Cost effective Time children spend on internet makes it easy to attract and hold attention Interactive aspect of play and retaining information Viral – send to a friend (extends reach)

11. Big Names in Advergames Pepsi www.pepsi.comwww.pepsi.com Domino’s Pizza http://more.dominos.com/wp/2011/07/btpgames/ http://more.dominos.com/wp/2011/07/btpgames/ Coca-Cola http://www.fallingdominoes.comhttp://www.fallingdominoes.com McDonald’s http://www.mcvideogame.com/index-eng.htmlhttp://www.mcvideogame.com/index-eng.html Mercedes Benz http://vimeo.com/32197929http://vimeo.com/32197929 Google http://www.google.com/ads/games/index.htmlhttp://www.google.com/ads/games/index.html U.S. Army – America’s Army 3 http://emerging-advertising- media.wikispaces.com/advergaminghttp://emerging-advertising- media.wikispaces.com/advergaming

12. ADVERGAME TIME Surf the internet and identify an example of the different categories of Advergames. You can begin here if you like: http://www.fuelyouth.com http://www.blockdot.com http://www.letsdesign.co.uk/index.html http://corporate.miniclip.com