IN GAMES ADVERTISING and BRAND PROMOTION

The advent of high speed internet connections has revolutionized the online gaming industry. The high bandwidth offered by broadband Internet connections has enabled users to access and surf the Internet in a faster and more reliable manner. High resolution graphics and animations, audio streaming, accelerated game play etc are some of the reasons that have led to an increase in the growth and popularity of online games.

Users can play online games through their browsers without the need of additional hardware or software installation. Online games can also take the form of multiplayer games wherein players spread across geographical locations can play together simultaneously. This helps in the creation of large online community of players. Incorporation of features such as chat modules to facilitate player interaction, competitions, options enabling players to invite friends etc help in fostering the sense of community feeling among the players.

Flash and Java are the most popular formats for web based games. They can be used to develop a whole range of interactive games from action/adventure to word games and puzzles, arcade games, sports, shooting and card games, etc. Complex multi player games requiring where player information and game play details are stored in the database and administer by a game operator can also be developed. Online role playing games wherein multiple players assume identities of various characters and collaborate to create and carry forward stories/plots. There is no set winning or losing pattern in role playing games. The outcome of the game is decided by the actions of the players.

The growing popularity of online games has provided companies with fresh opportunities to promote and advertise their products and services to a rapidly increasing community of users. Thus, a new terminology for online games - ADVERGAME, has emerged. ADVERGAME (ADVERtising in a GAME) is a free electronic game to promote a product or brand. Brands incorporated into the games enjoy a higher rate of retention and recall value because of the high rate of interaction and involvement associated with online games. The visually appealing and interactive nature of ADVERGAME helps companies in attracting fresh customers thereby enabling them to increase their customer base.

• The products being advertised can be incorporated with the game play, for instance, the player can be required to cross obstacles and collect the products to earn bonus points.
• The game play can be based on the theme/concept of the brand. The branding of the company can be included within the game design. For example, in order to advertise a fast food joint that server burgers, the game play can be based on the same. The player may be required to make burgers and serve them to customers within a specified time limit.
• Space within the game can be allocated for advertisements. Banners of various companies can be included within the games.
• Online games for brand promotion can take the form of contest. Players can take part in the games to win the products of the brand as prizes.

In addition to the promotion methods mentioned above, companies can place a game on their website in order to attract and retain visitors. In such cases the games need not represent the product.

Advantages
Online games as a means of brand promotion offer various advantages some of them include the following:

Greater Recall Value:
Online games provide a greater level of interactivity and proximity to the brand being promoted. The constant presence of the brand during game play enables it to enjoy a higher recall value.

Increased Exposure:
The wide spread reach of online games provide the opportunity for greater exposure for brands.

Viral Marketing:
Companies can take advantage of the huge viral marketing capabilities that online games have to offer. Players are more likely to recommend and invite their friends to play games.