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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—Hannah Arendt (1906–1975)
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