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The world market for video games continues to grow at a faster rate than ever before. Games are becoming available on an increasing number of platforms including TV/Video, mobile phones, PCs, Internet and hand held devices.
Traditionally revenue was paid for the product placement of brands within games in exchange for coverage, but increasingly brands are designing their own games and taking their products directly to a broad young audience through viral marketing campaigns to on-line and wireless consumers. Web based games offer the advantage of traceable data including the number of visits to a site and how long for. Advergaming places the customer inside the advertising campaign achieving the most focused audience of all mediums.
Brand: Gap
Campaign: GapKids Quest
Company: BrandGames
CD-ROM games distributed as a value added purchase to increase store traffic and repeat visits. Each CD contains five custom games with the characters wearing Gap clothing. Two of these games are “locked” and kids could get codes for them by returning to the GapKids store.
Brand: Redbull
Company: Sony Playstation
Red Bull's dramatic rise to success is often its appearance in the original PlayStation? After an intense game, a commercial for Red Bull would appear teasing the player to learn more about this new drink.
PlayJam TV
PlayJam, the interactive TV channel consists entirely of games and puzzles. With more than 80 million games played each month the channel is proving to be more popular than many of the better-known digital entertainment channels. PlayJam has no need for advertising breaks because every game is branded, and content is devised in close consultation with brand-owners. The outcome provides end-users with a focused and enjoyable brand experience. www.playjam.com