Advergames can directly contribute to your brand's ROI.
Back in 2006, Burger King sold 3.2 million copies of its advergames, each at $3.99. BK saw a 40% rise in quarterly profits because of these games. This was the time when mass adoption of the internet didn't happen, at least not on mobile devices.
Now we are in the mobile and Web3 era. The barrier of entry to advergaming is extremely low. Players can load a game right on their browsers in seconds and play. Brands can easily make these games more exciting with web3 tokens, NFTs, or simple rewards/discount coupons.
Bothering the audience with stupid ads and pop-ups does not make sense anymore. It makes the messaging boring and brand engagement meaningless. For a marketer, its time to be creative. Advergames can keep a player engaged for over 17 minutes. A strategically planned advergame can lead to direct purchases when everybody else is struggling to get a few seconds of attention.
Advergaming is not a new concept, the first advergame was planned in 1978. Historically these games have been ignored by small businesses as the development costs were sky-high and used to take months. This is not the case anymore with the increased popularity of casual games. You can get an advergame for your brand in days. However, what matters is, are you considering the ROI potential?
Just like any other ad format, there should be a clear objective for advergames too. Either creating awareness, driving sales, or simply educating the target audience. We have seen some businesses to become more creative and pairing their advergames with ad networks that unlock game features.
In any case, the messages that advergames convey are powerful. Sky is the limit when you let the audience interact with your brand using advergames.