[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
In an environment saturated with commercial messages, consumer attention is becoming a scarce resource. On average, a person is exposed to nearly 10,000 advertisements per day.<\/a> This overexposure leads to ad fatigue<\/strong>, making formats less effective at capturing interest and generating engagement. <\/span><\/span><\/p>\n Faced with this reality, brands are exploring new, more immersive levers. Advergaming<\/strong> is a strategic alternative. By combining interactivity, entertainment, and immersion<\/strong>, it links the brand universe to an experience. <\/span><\/p>\n In this article, we focus on advergaming<\/strong> as an innovative lever: definition, benefits, and best practices for leveraging the world of advergames<\/strong>. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Advergaming involves promoting a brand, product, or message through a game designed for that purpose. A combination of \u201cadvertising\u201d and \u201cgaming,\u201d this format is based on a simple concept: integrating advertising into a fun environment<\/a> to maximize user engagement. <\/span><\/span><\/p>\n Unlike traditional formats, advergames don’t just interrupt the browsing experience: they are at the heart of it. The game world reflects the brand’s values<\/strong>, encourages interaction, and generates emotional attachment. This approach immerses users in the advertiser’s DNA. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Advergaming can take many forms, tailored to different marketing objectives<\/strong>, targets, and budgets. Each format offers advantages that allow brands to connect with their audiences in a fun way. <\/span><\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n These games are created around the brand or product. The aim is to immerse the user in a universe. <\/span><\/span><\/p>\n Example<\/strong>: Coca-Cola launched mobile games where users interact with the brand’s universe, strengthening its relationship with consumers. The \u201cCoca-Cola\u201d Freestyle app<\/a> allowed users to interact with a virtual beverage dispenser<\/strong> and create personalized mixes by choosing from a range of flavors. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n These short, accessible games are promotional tools for limited-time campaigns. They come in the form of quizzes, arcade games, or challenges, with rewards (such as discounts or free products) up for grabs. <\/span><\/span><\/p>\n Example<\/strong>: Quick uses mini-games in its mobile apps to offer loyalty points, attracting high participation during campaigns. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/09\/quick-outrun.webp” alt=”quick-advergaming” title_text=”quick-outrun” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/quick-marketing-en-magasin.webp” alt=”Quick – in-store marketing” title_text=”quick – in-store marketing” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n These games encourage collaboration and competition between players. Often integrated into social platforms, they generate virality and expand the audience exponentially. <\/span><\/span><\/p>\n Example<\/strong>: Burberry launched a multiplayer mobile game called B Surf<\/a> in 2020. Accessible via browser and mobile, the game allowed users to compete in stylized surfing races by customizing their avatars with items from Burberry collections. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n AR games superimpose virtual elements onto the real world, allowing for playful interaction with the environment. These games are interactive and offer a unique immersive experience. <\/span><\/span><\/p>\n Example<\/strong>: Pok\u00e9mon GO, although not strictly an advergame, has inspired many brands to use augmented reality in their campaigns. Starbucks did this with AR games<\/a> deployed in stores to promote seasonal products. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Advergaming is a strategic tool of choice for brands. By integrating brand elements into a fun experience, this approach creates an authentic and lasting connection<\/strong>. <\/span><\/p>\n Advergaming offers several key benefits<\/strong> for brands: <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-4″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Advergaming is a powerful tool, but it is essential to choose the right timing and mechanics <\/strong>for your marketing objective. Here’s how to determine when and how to launch an advergaming campaign. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The choice of game mechanics must be tailored to the objective, context, and expectations of the target audience. Here are some examples of effective mechanics depending on the context: <\/span><\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/01\/GRDF-Tiny-Wings.webp” alt=”GRDF – Tiny Wings” title_text=”GRDF-Tiny-Wings” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/05\/GRDF-tiny-wings-marketing-de-l_energie-mobile.webp” alt=”GRDF – energy sector marketing mobile” title_text=”GRDF-tiny-wings-energy-sector-marketing” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/01\/autosphere-retail.webp” _builder_version=”4.27.4″ _module_preset=”default” title_text=”autosphere-retail” align=”center” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Launching an advergaming campaign<\/strong> is not just about choosing the right game. How the campaign is distributed and measured plays a key role in its success. <\/span><\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”conclusion” _builder_version=”4.19.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_4_font_size=”20px” custom_margin=”||30px||false|false” global_colors_info=”{}”]<\/p>\n Conclusion<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n\n
What is advergaming?<\/strong><\/h2>\n
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The different formats of advergaming<\/h2>\n
1. Games dedicated to the brand<\/strong><\/strong><\/h3>\n
2. Promotional mini-games <\/strong><\/strong><\/h3>\n
3. Social and multiplayer games<\/strong><\/strong><\/h3>\n
4. Augmented reality (AR) games<\/strong><\/strong><\/h3>\n
Why do brands use advergaming?<\/h2>\n
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When and how should you launch an advergaming campaign?<\/h2>\n
Choose your game mechanics based on the marketing context <\/strong><\/strong><\/h3>\n
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Best practices for optimizing campaign distribution<\/strong><\/h3>\n
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