Advergaming…Is It A Good Thing?

There is a not so new marketing tool that has arrived full steam called “advergaming”.  Oh, yes, that’s right: online video games that highlight a product or brand.  I can assure you that this kind of advertising is typically not going after Gen X or the Boomers.  Advergaming is all about getting the attention and the brand loyalty of Gen Y.  And advergames exist for many different kinds of products from food and drinks to cars.  Doritos released “Doritos Dash of Destruction,” a game created from a submission to the 2007 Doritos “Unlock Xbox” challenge. Doritos asked fans to conceptualize a game idea that “brought to life the bold spirit of the Doritos brand”.  Apparently the bold spirit of Doritos inspires people to think of fire-breathing dinosaurs.  This was a great combination of advergaming and a promotion aimed at older Gen Ys.  But advergaming also targets younger children which creates an aura of controversy around the concept.

 

In a 2007 story by CBS News the complete nature of advergames is nailed down by Samantha Skey from Alloy Media, a company that specializes in marketing to young people: advertisers know that the children of today are the consumers of tomorrow.  And the kids of today are media savvy and constantly connected.  To stand out, advertisers have had to come up with unique ways to engage consumers.  The internet is a powerful tool in that engagement when it comes to adults so imagine what the possibilities are for children.  So what about ethics?  Good question.

 

I think that advergames are not overt sales pitches by any means.  But it does garner attention and it does plant suggestions in the minds of consumers.  I think that is why advergaming is absolutely subjective.  PBS Kids site offers quite a few games centered on PBS characters such as Curious George and Arthur.    Are these games trying to sell kids on watching PBS?  PBS is trusted by parents to be a source of wholesome entertainment for their family.   So, in this case, are these advergames good?  Alright, how about this situation: Nabiscoworld.com offers a number of games like Oreo Dunk N Slam and CornNuts Teed Off.  Considering the obesity issues in the US, are these games not good for children or anyone for that matter?

 

I think what really matters is what the game is trying to promote and the way it’s trying to promote it.  Golf CornNuts style seems like a contradiction in terms and a little offensive even.  Sure, the first thing I think of when out getting some exercise on the golf course is CornNuts!  Virtual Goose, however, is a matching game hosted by Arthur on PBS Kids.  It loudly proclaims “As Seen on TV!” but one could hardly accuse PBS of trying to promote something that may be harmful in the long run to our kids.  It’s one thing when a game depicts an offering in a manner that is consistent or, at least plausible, with reality.  It’s another story playing basketball with an Oreo cookie which seems so suggestive by placing an offering just for the sake of exposure.