Advergaming in India

Advergaming is a rapidly rising innovative method of interactive gaming technology to deliver embedded advertising messages to consumers. Companies have been innovating new modes to improve customer interaction and expand their reach. Advergaming incorporates branding directly into the gaming environment.

Through an advergame, a consumer is lured in to interact with a brand, this enables a brand to pass on their ideas to a consumer who in turn can check out on its own the ideas and philosophy being promoted by brand thereby increasing a brand’s reach along with high level of consumer interaction.


Brand managers are increasingly exploring advergaming (or in-game advertising) as a medium to attract young gamers while adding a new stream of revenue.
Consider this:

Anil Ambani-owned Reliance Entertainment’s gaming subsidiary Zapak alone has executed advergaming campaigns for over 300 brands across online casual game and mobile gaming genres.
The brand is the hero of the game and the consumer plays it to have fun. By the end of the activity, the gamer ends up learning a lot about the brand. The market for advergaming is projected to touch $68 billion by 2012 in the US alone.

For Instance:
The AXE deodorant brand “talks” to young males, and hence Zapak has made an advergaming campaign – – for it.

With a fresh lingo and bright colours, the theme of this advergame itself is all about ‘getting the girlfriend of my choice’. A young brand has made a ‘youthful’ advergame, targeted mainly at the younger set of Indian male audience. However, the way the advergame is built attracts men of all ages from India by simply highlighting the fact that they are never too old for a ‘quick game’. Considering online usage is on an average quite young in India, with 70% below 30 years, it will be a generalization if we say it’s the young India that advergames, online ad community and gaming is targeted at kids (5-12 years) and women (up to 45 years) are as eager and as involved in advergaming as the younger male target group is.

Besides the FMCG sector, food and beverage brands, entertainment and media, retail, travel and tourism, telecom, education and lifestyle are the other segments, are increasingly adopting advergaming.
Insurance companies like ICICI Prudential Life and IDBI Fortis too are using this interactive medium, developed by Mumbai-based Contests2Win, to explain complex products to consumers in a fun-interactive manner. Consumer profiling for insurance products and risk profiling are also done through advergaming. Insurance and finance companies increasingly understand the potential of the interactivity to explain complex jargon through simple walk-throughs.

A study conducted by Contests2Win specifies that brands do not primarily look at advergames for revenues. Typically, a consumer spends 3 minutes on an advergame and an advergame generates 25,000 responses i.e 75,000 interactive minutes spent on a brand. Brand owners cannot buy that in traditional media.

At present, Contests2Win gets 25% of its revenues from advergaming campaigns. In the next couple of years, it expects the share of branded entertainment products to touch at least 40%. Internationally, mobile games accrue 20% of their revenues from advertising as many companies are providing games for free. At present, less than 3% of our revenues comes through games advertising. However, over the next two years it is expected to grow to at least 25% with the key growth drivers being the mass market distribution of mobile games and more awareness among advertisers of this interactive medium.

Post submitted by Pushpendra Thakur

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