Les advergames

  • L’advergame désigne un jeu publicitaire en ligne destiné à promouvoir un produit ou une marque, à augmenter la présence à l’esprit de la marque et à obtenir des informations sur les clients existants ou potentiels. Il diffère du placement de produit dans la mesure où il est créé explicitement pour une marque. Bien qu’ advergame soit le terme le plus couramment utilisé, les termes de propagaming, adgame, gamevertising, peuvent également se rencontrer.
    • Advergame
      Advergaming
      Propagaming
      Adgame
      Gamevertising
      Publicijeu
Do women and men see advergames in a different way?

Advergaming, a kind of game containing an advertisement, has become, over the last few years, a widely recognised tool used by advertising agencies on the Internet. Online games combine the wellknown advantages of traditional games (fun, relaxation etc.) and the current Internet boom. Since marketing specialists spotted a way of turning passive consumers into active ones, advergames have been considered as the latest successful advertising medium. However, this concept has to be examined carefully, as the figures which underline its effectiveness only take into account the perception and brand awareness. As a lot of research has already highlighted the differences between men and women, with regard to playing video games or reacting to advertising, in particular on the Internet, we wanted to ascertain the existence of these differences when it comes to advergames. We have noticed that men, in general, play more of all kinds of games and like more advergames than women, whereas women prefer, and play more advergames which necessitate reflection. Women are also more sensitive to the presence of brands while men, although paying less attention to their presence, enjoy the games less once they notice them.