[casual_games] Advergaming

Wed Apr 12 14:33:26 EDT 2006

I am confused. I though "Advergaming" generally referred to games that were
custom built (or reskinned) to promote a specific product or brand.  For
example, Energizer would commission a game developer to make a game
featuring the Energizer bunny.  It wouldn't be a game with an Energizer ad
in it. It would be a whole game all about Energizer.  Isn't streaming
billboard ads into a game a completely different subject than Advergaming?

I don't want to debate the vocabulary and semantics. I just want to make
sure Jónas gets advice on the topic he is interested in.

--James 

-----Original Message-----
From: casual_games-bounces at igda.org [mailto:casual_games-bounces at igda.org]
On Behalf Of Lennard Feddersen
Sent: Wednesday, April 12, 2006 11:00 AM
To: IGDA Casual Games SIG Mailing List
Subject: Re: [casual_games] Advergaming

Anybody who is interested in this topic can email me directly as well.  
I started Integrated Ads last year - www.IntegratedAds.com - with the 
goal of enabling casual game developers to ad. enable their games after 
or late in development with a minimum of dev. effort (link in a static 
library, make 3 calls, display 1 image).  You can see the system in use 
if you download the Battle Castles demo from www.RustyAxe.com.  I read 
the indie gamer forums every day and do the math.  From the #'s being 
reported,  there are a lot of indie developers who aren't making enough 
$ to get by on. I believe that advertising can play a bigger role in our 
industry segment since we give away so much content in the form of free 
demos and reduced cost games.  Both the Battle Castles demo and a 
reduced cost version of BC ship with advertising - players can still buy 
a premium cost version with ads removed.  I've recently been looking at 
the Arcade In A Box forums and a lot of gamers there felt disappointed 
that they had to pay $20 for a casual game (I know, tough cookies) and 
I've often had the same thought when I see the dev. $ we sink into a 
title versus those of premium companies.  There are a lot of games at my 
local Staples at the $20 price point that costs millions to develop - 
including Diablo, Warcraft and Baldurs Gate gamer packs and it's obvious 
to me why a lot of titles in our space aren't making their $ back.  
These may be viable gaming experiences that are getting play.  The 
answer may well be to ad. advertising.

Lennard Feddersen
CEO, Rusty Axe Games, Inc.
www.RustyAxe.com

Lennard at RustyAxe.com
P. 250-635-7623 F. 1-309-422-2466
3521 Dogwood, Terrace, BC, Canada, V8G-4Y7

Thomas H. Buscaglia wrote:

> I recommend putting together a portfolio demonstrating your studios
> game capabilities and sending to every ad agency you could find...then 
> let them tell you want they want...and all you have to do is tell them 
> how much.  Direct pitching to end users (the companies that actually 
> use the advergaming) is way too difficult and besides they all already 
> have ad agencies that they rely on to do this sort of thing.  So all 
> you really need in a few internal advocates within the agencies.  And 
> hip gamers who already "get it" in terms of the value of interactive 
> multimedia as a marketing tool are in those positions already.
>
> Tom B
>
> At 01:10 PM 4/12/2006, you wrote:
>
>> Hi.
>>  
>> I was wondering what companies would be considered as "leading
>> experts" in Advergaming? I need some advice since the concept isn't 
>> something I deal with on a regular basis and, thus, do not exactly 
>> know how to "pitch" properly. What are the "selling points", who 
>> should I consider as primary "targets" for an idea, etc.
>>  
>> What do you generally think of Adwaregaming? Is it a "dirty" field or
>> something that is going to grow and get better? Do games and 
>> advertising mix well?
>>  
>> Some background on my thoughts can be found here:
>> www.jonasantonsson.com <http://www.jonasantonsson.com/>. Basically I 
>> have an idea that would be rather expensive to implement. My gut 
>> feeling tells me that the idea is well suited for advergaming if I 
>> could pitch it to the right people and with the right points.
>>  
>> Regards,
>> Jónas Antonsson
>> CEO, Gogogic
>> jonas at gogogic.com
>> www.gogogic.com <http://www.gogogic.com/>
>>
>> www.jonasantonsson.com <http://www.jonasantonsson.com/> <
>> http://www.jonasantonsson.com <http://www.jonasantonsson.com/>> 
>>
>>
>>
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>
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