An advergame (portmanteau of "advertisement" and "video game") is a form of advertising in video games, in which the video game is developed by or in close collaboration with a corporate entity for purposes of advertising a brand-name product. While other video games may use in-game advertising (such as an advertisement on a virtual billboard or branding on an in-game object), an advergame is differentiated by the Interactive Advertising Bureau as a "game specifically designed around [the] product or service being advertised". An advergame is considered a type of advertainment.
An advergame (portmanteau of "advertisement" and "video game") is a form of advertising in video games, in which the video game is developed by or in close collaboration with a corporate entity for purposes of advertising a brand-name product. While other video games may use in-game advertising (such as an advertisement on a virtual billboard or branding on an in-game object), an advergame is differentiated by the Interactive Advertising Bureau as a "game specifically designed around [the] product or service being advertised". An advergame is considered a type of advertainment.
Advergames are utilized to capture the consumer's attention more effectively than regular advertisements because of the medium and its interactivity. If the player is positive towards the game, they will likely have positive feelings for the product advertised as well. Advergames are commonly targeted to minors, who tend to be more responsive to persuasive messages that can be embedded in such games. Concerns have been raised by parents and advocates for children that such advergames can influence children's habits, particularly food-based products.
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