Beyond advergames

Marketers have been using games to push brand messaging for years.
 
Many of these “advergames” have been shown to have mixed results in the past; largely due to the fact that advergames – by definition – are simply advertisements with basic gaming mechanics added.
 
Most advergames are created by making a copy of an existing game and adding a company logo and other branded art. These games typically have very little to do with the actual brand, and often lack the entertainment value that made the original game successful. As a result, most advergames aren’t really that fun or engaging, and players don’t usually play long or often enough to make measurable results.