Several brands have adopted new media platforms and tools and it is heartening to see gamification as part of the new marketing mix. However, there is a lot of misconception about this practice. Many brands fail to implement a successful gaming strategy to drive customer engagement and create brand awareness.
Advergaming is a term used in the mobile marketing industry to interchangeably describe both a bespoke game for a brand or in-game advertising by a brand. In the former, a brand creates a game which brings alive the brand’s essence. The latter is about creating a branding element – either in the form of static or interactive branding inside a game, created by some other brand or franchise.