Two of my passions are gaming and marketing. Whenever I have the opportunity for the two to intersect I am overjoyed. Previously, I have written on the topic of advergaming (imedia) and brand integrations (IEG). This article will highlight case studies of advergaming as well as introduce edutainment case studies.
Gaming is big business. According to Gartner, the projected worldwide video game market size in 2014 will surpass $100 billion dollars. In 2014, 58% of Americans have played a video game and 68% of gamers are 18 or older. With the fragmentation and shifts in media consumption, gaming provides significant dwell times with a hyper connected audience. Brands that create authentic and relevant value that empowers gamers will “unlock” value beyond impressions.
Let’s start with terminology refresher. An Advergame is an electronic game - often low-cost or free - designed to promote a brand or product.
ADVERGAMING - Advergaming is closely associated with both above the line, through the line and below the line integration where the advertisements or brand integrations are either explicit and may be an integral part of the game or products are embedded seamlessly into the existing gameplay.
ABOVE THE LINE EXAMPLES
Burger King - Xbox 360 Licensed Games
Coca-Cola - ... Read more