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20/06/2006 | Branded games gain in popularity | Media Week |
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Advergames are a positive way of building a positive brand experience through engaging content, according to research from Yahoo! and OMD Insight, which is based on branded games for Ocean Spray and the fictitious Juice Boost. More than a third of all adults online have played an advergame, which is branded by an advertiser but free to play, and 31 per cent of them have been directly influenced to either register with the brand or make an actual purchase. Yahoo! claims the research, conducted among 6,500 adults online, is the largest such study and shows that games online are increasingly popular among all age ranges. Laura Bellamy, planner at OMD UK, said: "Consumers are looking for content to be drawn into, rather than be targeted to directly, and advergames will provide us with that opportunity. However, it is imperative we recognise that a game must be treated like any form of advertising and needs to be designed to appeal to the target audience. "There are a number of variables that can significantly increase the performance and effectiveness of an advergame. For example, everything from what genre of game specific audiences enjoy playing, right down to the drivers that will help with data capture." Interactive agency Skive conducted the research with Yahoo! and OMD Insight. |