Stand out, get attention, make an impression. If one were to gather all the goals of marketing into three simple rules, one would come up with this triple sentence. Something simple in appearance. Something incredibly difficult in fact, a reality marked by the web, online, social. A world in which carving out your own space of uniqueness is growing harder.
Therefore, a new advertising approach is needed, a marketing strategy that has never been used before. Assistance comes from a sector that has seen significant growth recently, often referred to as the industry of the future: the gaming industry. This industry blends communication and promotion in the form of advergaming. This term represents the new frontier in marketing, a marketing within games, an advertising game designed to promote and market brands, products, and services. The method is straightforward: integrate advertising elements into the game.
Take as an example two business giants, two iconic multinationals like Burger King’s and McDonald’s. In 2006, the former launched a series of video games titled ‘King Games’, aimed not only at entertaining players but also at promoting its products. Similarly, Happy Studio, an app and website designed for children, offers fun and educational games with a subtle integration of colors, characters, and names from the McDonald’s universe.
At the vanguard of advergaming, in a way, were also online casino deposit bonuses. A marketing technique that, as described on Giochidislots, combines tradition and innovation with a good dose of gamification. In order to attract new customers, different types of benefits were offered (ranging from simple free spins to the option of registering without a deposit, or trying out slot features without registration). This strategy has expanded the audience of players and enthusiasts, while also fostering loyalty among existing customers.
Advergaming, however, is not a product of the 2000s. It originated in the 1980s with the first simple in-game advertising formulas. Its popularity and potential have literally exploded in the last period, as demonstrated by Metamarkt, an island in the Fortnite video game, the best known and most sought-after online game by Gen Z and Millennials, where the company can offer its services and above all make itself known. Or we can look at the case of Chocoflakes, which on the platform of Roblox, another strong name in the online gaming universe, has created a virtual kitchen in which to insert a storytelling based on its brand.
This innovation holds great potential yet to be fully explored. However, it’s crucial that advergaming does not overly disrupt the gaming experience. It should be subtle, gentle, and tolerable. Otherwise, it risks becoming intrusive and overly commercial, leading to rejection by players. In summary, while advergaming may represent the future, it must not compromise the quality of gaming. Only then can it truly resonate with fans.