June 16, 2006

Game On

A collaborative study conducted by Yahoo!, OMD Insight and Skive has revealed that advergames are becoming increasingly effective at boosting brand recognition.

The study – “Game On” – revealed that players of advergames are more likely to be affected by brand messages because they have allowed themselves to be drawn in to the game’s content. Gaming is deeply immersive and is far more engaging than the experience consumers have with traditional brand building efforts.

Interestingly, the study also found that a third of online adults have played an advergame, with 31% of those gamers either registering with the brand or making a purchase from them