{"id":47750,"date":"2023-04-07T16:12:04","date_gmt":"2023-04-07T16:12:04","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/advergaming"},"modified":"2026-10-01T17:17:17","modified_gmt":"2026-10-01T17:17:17","slug":"advergaming","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/advergaming","title":{"rendered":"Advergaming"},"content":{"rendered":"

\"Advergaming\"Definition:<\/strong><\/p>\n

Advergaming<\/strong> is an advertising technique that uses a video game created or adapted specifically to communicate a brand, product, service, or campaign. The brand forms part of the game’s purpose, narrative, or mechanics instead of merely occupying advertising space within someone else’s work.<\/p>\n

The term combines “advertising” and “gaming”. An execution may take the form of a web game, mobile application, console experience, platform minigame, or interactive installation. It needs to provide a playable experience<\/strong> with goals and rules, rather than only a promotional animation or prize draw.<\/p>\n\n

Scope of advergaming<\/h2>\n

The distinguishing feature is that the game is developed around a brand purpose<\/strong>. A product may become an object, setting, reward, or part of the story, but participation must retain a meaningful play experience if it is to work beyond simple logo exposure.<\/p>\n

Advergaming differs from advertising placed<\/strong> in existing video games. In the latter, advertisements, sponsorships, or product placement<\/a> appear within a title whose main purpose is not to promote that advertiser. An advergame is commissioned and designed as part of the campaign itself.<\/p>\n

It is not the same as gamification<\/a>. Gamification adds game mechanics<\/strong> to an activity that is not a game, such as a loyalty programme or educational platform. Advergaming offers an actual game and uses it as an advertising medium.<\/p>\n

Experience design<\/h2>\n

An advergame needs to align its play proposition<\/strong> with the campaign message. If the brand constantly interrupts play, the experience can feel like an advertisement in disguise; if its presence is irrelevant, the game may entertain without fulfilling its communication objective.<\/p>\n

Design commonly coordinates the following elements:<\/p>\n