New advertising formats: advergames as a marketing communication tool

• Main Authors: Isabel Sánchez García, Rafael Currás Pérez, José Martí Parreño
• Format: Article
• Language: English
• Published: Universidad del País Vasco (UPV/EHU) 2012-09-01
• Series: Management Letters/Cuadernos de Gestión
• Subjects: Advertising; alternative media; videogames; advergames
• Online Access: http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros?a=da&y=2012&v=12&n=2&o=2

Advergames are marketing communication-driven videogames. As a hybrid message, they combine advertising content and entertainment content, providing interesting opportunities to marketing communications in a new media environment where traditional advertising has lost effectiveness. This paper clarifies the concept of advergame, analysing the different types of advergames and their effects on marketing and communication goals. Furthermore some recommendations for implementing marketing communication through advergames are provided, as well as ethic and moral issues that should be considered.