Assistant Professor,
Advergames are the interactive games, used by the companies to advertise their products and to offer an experience or feel of their brand. In advergames targets are generally youths, who while playing enters in the character of the game. The player is bestowed with completion of an objective and while playing, he has to cross certain hurdles which gives him a sense of achieving which is the actual enchantment bonding the player with the game.
The proposed paper attempts to explore the nature and benefits of Advergaming. The present research aims to study the reasons which motivate the advertisers to opt for advergaming to promote their brand.
The present research is based on empirical study. The data used is secondary and the type of paper is conceptual.
Advergames, since provides an exposure to the virtual world of product, has deep impact over the target player and is a good medium of promotion for the company.
The concept of Advergaming is gaining popularity amongst marketers as well as amongst youths. Its a convenient mode of expression of features and benefits of the target brand to the target customer for the company and at the same time its an interactive and entertaining way of learning about the product for the youths. However it is highly required that ethics and norms are to be self observed by the companies in order to avoid any future regulations.
Advergaming, advertising, interactive games, virtual feel
