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Advergaming Gaining in Popularity
By: Dwayne W. Waite Jr.
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Picture a gamer. They spend hours playing video games, meeting like-minded people online, and connecting with other players offline. They buy games, look up tips for games, and are always looking for a challenge.

How old is the gamer you're thinking about? The average age gamer?

We bet you're not thinking about a 30-year-old man. But that's the average age of the typical U.S. gamer, according to the Entertainment Software Alliance. Along with that, the average game purchaser is 37, and a little over 45 percent of gamers are women.

Wrap all that around your head and get this — those people make up the $20 billion dollar video game industry.

And naturally, brands want a piece of that action. So advergaming gains credibility.

Advertising in games is not a new thing. No, according to the sources from Charlsie Dewey's article on the subject, Pepsi and Kool-Aid coordinated some advertising activity with Atari games in the late 1970s. But advergaming is becoming less of an activity a brand irregularly engages in and more of an essential activity to get in front of a market that is no longer watching large amounts of TV, and being engaged in other places.

Plus, advergaming is very becoming for brands because the nature of video games allows limited accessbility for multiple brands. The scarcity of space allows advertisers to build a unique environment and opportunity to connect with the consumer.

And with technology allowing for more people to play more video games in places outside of home, and on multiple devices, it is no surprise that advergaming is getting more attention.

But will it work for all brands? Like most marketing answers, it would depend. We're not here to say that this activity is the next hottest thing for the AdWorld to fawn over. But we believe that AdLand shouldn't ignore it either.

The way people use their leisure time is changing, and AdLand would be foolish to ignore it.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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