ADVER-GAMES AND CONSUMERS: MEASURING THE IMPACT OF ADVERTISING ON ONLINE GAMES

Abstract

Advergame is an interactive online game used by companies to advertise product, service or ideas to the consumers or target audience. When people play advergaming they enjoy it and at the same time they learn about the product and possibly try the product, service or idea. Online games became one of the medium of advertising and has an impact of consumer’s decision. This research seeks to examine the impact of online game to the consumers; explain advertising through games; features and benefit of advergame. The paper will also explore different types of advergame; such as below the line advergame, about/above the line Advergame and through the line advergame. The paper’s design method is a narrative literature review and the data sources include Google scholar, blogs, books, journals, magazines and newspapers. The study uses Schema theory in examining the degree of influence advergame has in persuading consumers to purchase goods, services or idea. The study concluded that advergaming has great impact to the consumers by changing a player into a consumer.