Future of Advergaming
As long as the game delivers a fun pay off, consumers consider it a relevant and valid cultural experience. In recent brand-impact studies, associating a brand with the fun of gaming is known to lift brand metrics such as brand awareness, message association and purchase intent. After playing a game, consumers are more likely to remember not just the brand or product itself, but to associate specific brand attributes with it.
The advergame industry is expected to generate $312.2 million by 2009, up from $83.6 million in 2004, according to Boston research firm Yankee Group.
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“We live in an age when to be young and to be indifferent can be no longer synonymous. We must prepare for the coming hour. The claims of the Future are represented by suffering millions; and the Youth of a Nation are the trustees of Posterity.”
—Benjamin Disraeli (1804–1881)