Advergame
A video game designed specifically to advertise a product or service.
Wikipedia / Wikimedia Commons
An advergame is a portmanteau of 'advertisement' and 'video game,' referring to a video game developed by or in close collaboration with a corporate entity specifically to advertise a brand-name product. Unlike general in-game advertising, an advergame is designed around the product or service being advertised, making it a form of advertainment. These games aim to capture consumer attention more effectively than traditional ads through interactivity, and they are commonly targeted at minors, who are more responsive to embedded persuasive messages.
- first_known_released_example
- Disputed: Tapper (1983) and Pepsi Invaders (1983) are both cited as early examples.
Lore & Background
Advergames appeared early in video game history. Among the first known released advergames are Tapper (1983) and Pepsi Invaders (1983). Tapper was originally a generic bar-tending game concept that was later branded for Anheuser-Busch, featuring the brand's logo and gameplay based on serving beer. It was targeted at bars for adults but proved popular, leading to an all-ages non-branded version, Root Beer Tapper. Numerous advergames were developed through the 1980s and 1990s for home consoles and personal computers.
Reader's Guide
With the widespread availability of the Internet, browser games became a popular route for advergames due to lower production costs compared to television advertising. A 2006 Kaiser Family Foundation report found that 73% of 96 food product companies had dedicated sections of their websites with advergames targeting children. The term 'advergames' was coined by Anthony Giallourakis in 1999, and the domain www.advergames.com was purchased that year. Advergames moved into mobile games around 2014, and platforms like Roblox have been commonly used for advergames due to their popularity among younger players. Legal concerns include protection for children, as younger children may not recognize advergames as advertising, and false advertising, as seen in the Gatorade Bolt! case which resulted in a $300,000 fine. In the United Kingdom, advergames regulation was brought under the CAP Code in 2016.
Did You Know?
- The status of Tapper (1983) as the first known released advergame is disputed; Pepsi Invaders (1983) is also cited as an early example.
- Tapper was originally a generic bar-tending game concept, later branded for Anheuser-Busch.
- The origin of the term 'advergames' is uncertain; it has been attributed to various sources but not definitively to a single person.
- A 2006 Kaiser Family Foundation report found that 73% of 96 food product companies had advergames targeting children on their websites.
Frequently Asked Questions
What is an advergame?
An advergame is a video game created by or in close partnership with a corporation whose sole purpose is to promote a branded product or service. The word itself blends 'advertisement' and 'video game,' and it falls under the broader category of advertainment.
How does an advergame differ from standard in-game advertising?
In-game ads simply drop a logo or message into an otherwise unrelated title, whereas an advergame is built from the ground up around the product it is selling. The core gameplay loop and narrative exist to showcase that specific brand rather than merely featuring it as a prop.
What is the earliest known advergame?
The title is disputed between Tapper and Pepsi Invaders, both shipped in 1983. Tapper is a beer-tapping simulation tied to Miller Brewing, while Pepsi Invaders is a Space Invaders-style shooter that pushes Pepsi branding.
Who are advergames primarily aimed at?
They are most commonly directed at children and young people, since younger audiences tend to be more receptive to embedded persuasive messaging. The interactive format lets the brand message feel like play rather than a traditional commercial.
Why do brands choose advergames over conventional advertising?
An interactive game holds a consumer's attention far longer than a thirty-second spot, which deepens brand recall. By letting players 'experience' the product through actual gameplay, the promotional message feels less intrusive and sticks more readily.
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