If you used Google in the 2000s, you may remember when the search engine first started morphing their homepage logo into themed artwork and interactive games for special occasions, such as the 30^th anniversary of Pac-Man. These games, eventually called Google Doodles, captured users’ attention and offered a joyful surprise as people went to perform their everyday searches. 

These simple games were the precursors to an increasingly popular marketing tactic – advergames. Advergames are fun branded games that reach audiences by engaging them in interactive experiences, rather than interrupting them with an ad. Unlike other video game marketing methods, brands aren’t placing their logo into another existing game. Instead, they create their own to support additional brand and marketing materials.  

How can companies tap into advergames, and why exactly is this strategy growing so rapidly? We’ll walk you through it.  

The Original Advergame 

Even before digital advertising and mobile games became a normal part of our daily lives, brands were already employing advergames to huge success. McDonald’s was one of the first companies to roll out a branded game with their famous Monopoly program, which was introduced in the 1980s. Customers earned tokens with their McDonald’s purchases, and if they earned multiple tokens with the same coloring, they could redeem cash or other prizes from the store. Monopoly has boosted McDonald’s store sales by as much as 5 percent (which is a whole lot of money for a multi-billion-dollar company). The success of Monopoly and other sweepstakes games paved the way for the modern digital advergames we see used today. 

Branded Mobile Games 

Branded mobile games are perhaps the most popular form of advergames today. They’re among the most accessible, since most audiences spend hours of their day on their smartphones, anyway. These game apps can be purely fun and entertaining, educational, or incorporate your company’s products into the gameplay. 

It may come as a surprise, but luxury clothing is one of the industries that has really embraced advergaming. It makes sense – the average gamer is age 34 and considered upper-middle-class with significant disposable income. Brands like Louis Vuitton, Chanel and Burberry have all created their own games to reinforce their brand messages, coincide with store launches and show off new products. Gucci’s arcade mobile app is a particularly successful example. Their app offers a variety of games, some of which involve character trying on real Gucci clothing items. Then, if the user likes an item, they can actually purchase the clothing for themselves within the app. This strategy drives not only engagement, but also product awareness and sales. All companies can achieve these goals, even if you don’t have Gucci’s name recognition or luxury status. 

Promotional Games 

Games can also be an effective way for advertisers to interest consumers in an offer or coupon. For these promotions, players must complete a short game to earn a coupon or unlock a prize from a brand. Shoppers always appreciate a free or discounted product. Plus, with the added bonus of a fun game, your brand is able to strengthen customer relationships and brand loyalty. 

Chipotle has often used promotional games in their marketing strategy. Their games, such as “Unlock the Guac” and “Cado Crusher,” reward players with a free order of chips and guac with any purchase. Their first advergame, though, was “The Scarecrow,” a 2013 mobile game and short film. The game was developed to support Chipotle’s new “food with integrity” campaign and help players earn rewards. Within the first week, the game received 300,000 downloads. Similarly, in China and Singapore, Coca-Cola has created a mobile app for a drag-and-shoot game where players launch ice cubes into cups of Coke to earn discounts and loyalty points. These games are instrumental in strengthening brand image, building loyalty and ultimately improving the overall customer experience. 

With so much data supporting the growing world of advergames, it’s clear why this strategy is taking off with marketers. In 2021, we expect to see even more companies and agencies create successful examples of these games. Maybe your brand will be one of them.