Advergames are a clever blend of video games and advertising, used to promote brands or products in an interactive and entertaining way. Emerging in the 1980s, these games can be specifically developed around a product or subtly incorporate advertisements, such as virtual billboards. Whether through games designed exclusively for campaigns or in-game advertising in popular titles, advergames engage diverse audiences by combining entertainment and marketing in a unique manner.
There are three main types of advergames: games hosted on company websites to attract visitors, commercial games that embed brand messages within their design, and ads integrated into games, like banners in virtual stadiums. The key to success lies in seamlessly blending the brand with gameplay, delivering a smooth and enjoyable experience. Well-crafted games can capture the audience’s attention for hours, strengthening brand image and driving high engagement.
Investing in advergames offers numerous advantages, such as greater visibility, reaching diverse audiences, and relatively low costs compared to traditional media. Additionally, these games have strong viral potential, increasing brand exposure and creating a lasting impact. With over 2.5 billion players worldwide, advergames are a powerful tool for combining fun and advertising, turning campaigns into immersive and memorable experiences.
Advergames have been around for a while, and some of them have been quite successful. Here are a few examples to inspire you:
Chex Quest (1996)
One of the most iconic advergames of all time is, without a doubt, Chex Quest, a creative modification of DOOM released as part of a promotional campaign for Chex breakfast cereal. The developers transformed the popular shooter, known for its violence, into a child-friendly version by replacing scary enemies with more approachable, non-violent creatures. The strategy was an overwhelming success, boosting Chex sales by over 200%. Its cultural impact was so significant that the game garnered a loyal fanbase and, to this day, has two sequels that keep its legacy alive. A remake of this game was created in 2020, Chex Quest HD.
Crazy Taxi (1999)
One of the most unusual and entertaining advergames out there! It’s so surreal and captivating that you almost forget it’s an advergame… until you run into a giant KFC billboard right in the middle of a race. Throughout the game, you’ll encounter various billboards and stores from brands like Levi’s and Pizza Hut scattered across the scenery. This type of marketing is genius, as it not only adds a touch of realism to the game but also promotes the brands in a natural, seamless way within the player’s experience.
The Great Prank War
Created by the Brazilian studio Aquiris, this game was developed to promote the Cartoon Network show Regular Show. With impeccable art and well-structured mechanics, the game immerses the player in the show’s universe, offering a unique experience. In the tower defense genre, the goal is to protect a fortification against waves of enemies, combining strategy and action. Developed for mobile devices, the game is a true immersion in the world of Regular Show, appealing to both fans of the show and genre enthusiasts.
Chester Cheetah: Too cool to fool (1992)
Developed for the Super Nintendo, this advergame was created to promote Cheetos through its iconic mascot, Chester Cheetah. The game follows a side-scroller style , where the player progresses from left to right and eliminates enemies by jumping on them. Interestingly, there is no explicit mention of the brand’s product, but the game still proved to be a creative and effective way to advertise the snacks.
Pepsiman (1999)
Released for the PlayStation in 1999, Pepsiman is one of the most unusual games in advergame history. Created to promote Pepsi, the game puts the player in the role of Pepsiman, the brand’s superhero, on a series of missions to deliver cans of Pepsi to those in need. The gameplay is a simple “runner,” where the character runs through various scenarios, avoiding obstacles and collecting Pepsi cans, all while being chased by an avalanche of objects. But It’s also worth mentioning how difficult and sometimes even unfair it is to try to win everything.
Although the game wasn’t known for its complexity or innovation, its concept was a true reflection of the 90s advertising culture, which embraced the charm of mascots as a fun way to connect consumers with products. Pepsiman is still remembered today as one of the most eccentric examples of how a brand can dive into the world of video games, blending simple action with a hefty dose of humor and charisma.It could even be considered a “cult classic” by those who enjoy its simplicity and the nostalgia it evokes. While Pepsi eventually abandoned the idea of using a can superhero, Pepsiman remains a curious landmark in the history of advergames.
