Promotional game
Sponsored Games are games , which in an entertaining form of advertising used. In this context, one also speaks of advertainment or infotainment . Recently it has mostly been about computer games , which are also referred to as ad games - ad stands for advertising . Many advertising games are linked to competitions .
Probably the best-known advertising game is the Moorhuhn game. Many well-known companies use advertising games as advertising media, both for customer loyalty and to acquire new customers. Non-commercial companies and institutions also use advertising games to get their messages across.
In contrast to most other forms of advertising, customers here deal voluntarily and actively with the advertising message and inform themselves with infotainment while being entertaining . As a result, this advertising has a different effect than, for example, television advertising (TV spots) or direct mail (mailings), which are perceived passively and are therefore often found annoying. This is the result of the Bochum Institute for Applied Communication Research: "While almost 90% of all test persons judge TV spots as annoying, more than half of them like the advertising in advertising games."
In addition to communicating the brand and advertising message, companies mostly use ad games to obtain address data from existing and potential customers. Consumers of advertising games often have to register in order to use the full functionality of the games or to participate in linked competitions. The data is usually used for further marketing measures
See also
Web links
- RUB researchers investigate ad games: advertising messages in a friendly environment
- Advertising adventures of the 90s on AdventureGameSite.de
- Extensive collection of promotional games
Individual evidence
- ↑ Josef König on innovations-report.de: RUB researchers examine Adgames: Advertising messages in a friendly environment