Advertising in games

Whereas hardcore games are popular among teenagers, people of all ages play casual games. This established fact allows companies to successfully marketing a wide range of products and services.

For example, office personnel are one of the most significant consumer groups. In addition to making personal purchases, they're responsible for choosing the suppliers of the products and services that fuel the daily activities of their company.

What's more, parents are keen on the simplicity of the gameplay and the absence of violence in casual games. This encourages them to buy casual games for their children.

In addition, the affluent nature of people who use the Internet allows companies to target an audience that's able and ready to purchase their products and services.

Ultimately, product placement in shareware games is a low cost means of mass advertising. Unlike books, movies and games on CD, which the customer must purchase, game demos are free. (In most cases, casual games are distributed as shareware.)

Finally, the advertisements that accompany games on CD can't be replaced after a game is released. With downloadable casual games, however, all you need to do is update a game with ads for new products.

The concept of advergaming (that is, the combination of an advertising campaign and a computer game) allows you to integrate your brand or advertising message into a game and introduce your company's products and services to the user in an entertaining format.

In contrast to placing advertisements in a finished game, the custom-developed advergame is created to promote a specific product; that which you're selling becomes the focus of the game.

Deep integration of your brand into the story of a game can help build secure relationships with your intended customers and create positive feelings toward your company.

Product integration into a game holds a consumer's attention and allows you to introduce the unique qualities of your merchandise.

In the end, consumer interaction with an advertised product or service through a game can foster a loyal attitude toward your brand.

Our most recent advergaming project was Kaspersky Doctris, an exciting game similar to Tetris. In it, the player takes the role of an antivirus expert trying to eradicate harmful programs with the healing modules Kaspersky developed.