TYPES OF ADVERGAMING

1- The Revenue-Generating Advergame (or About The Line Advergaming) :

The aim of some advergames is just to make consumer play long hours of the game and make them spend hours on the website. Company makes an advergame to make costumers to pay more time on website more then they usually do. That way website becomes more crowded in terms of visitors. Company’s objective is making players more aware of their product or make them more familiar with the logo or slogan. Usually they prefer advergames in which logo or slogan of the brand is frequently repeated. Products and logo’s of the company are especially spotlighted by the game. Chex and General Mill used this technique first, but then internet was not that much common so they used compact disks to distribute the game. After Chex and General Mills, Taco Bell and Coca Cola handed out advergame in floppy disks.This kind of advergames are not used for giving information, “kızı çevir yanmasın” example from the Play Advergames part can be given as an example of this type.

2-The Attention-Gathering Advergame (or Below The Line Advergaming) :

This time company’s intention is to make consumer more curious about advergame’s subject. Beside the concern of revenue company wants player to get some information about the product which needs an explanation. During the advergame consumer learns about the subject and encouraged to investigate more. There is usually a message to give in this type of advergaming. Subjects can be very different. A very important example to subjects is politics. United States uses advergames in order to give information about army for motivating people for joining the US army. Another examples can be given as subject like environmental issues, global warming or unhealthy foods. Although this types aim is to give information, it does not have to be about serious topics, advergame can be just commercial which gives information about the product.

3-The Stealth Advergame (or Through The Line Advergaming) :

When you play an advergame, imagine that you are driving a Formula One car, which has a lot of stickers on it. Those stickers can be advertisements of the tire, motor, F1 sponsor’s logo, or some fuel. Those advertisements hidden in the game are classed as Through the Line Advergaming. Movie example we gave on the Home page is again fits into this category. Sometimes these kind of games demand a little money from the player. Players are usually not comfortable with this idea because they think that company should not want any fee for the advergame because company already gets a revenue from the advertisement placed in the game.

Companies use different methods to orient the customer to a specific page. In some cases there are buttons on the advergame’s page which says “Click Here to Launch The Game” or “Click Here To Play”. When player clicks on them, another page comes on front and on this page there are lots of advertisements about the product. Also even though it is not necessary for playing or finishing the game players are forced to watch a video about the product or read some information placed in “how to play” part of the game. Players are so interested in the game, they want to try the game so much that they just watch the video most of the time.You can find an example of it in the “Play Advergames” part, Get The Glass makes exactly the same thing, you should click on a button which sends you to another link where you should watch a short introduction movie. (But there is a “skip the introduction” option below.)