Will Consumers Pay for Advergaming?

• Posted: Thursday, December 28, 2006
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• Author: pradhana
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• Filed under: Advertising, Internet Advertising, Market Survey

BK wants its creepy mascot to be the king of all media. Will people buy what it's selling?

By James Belcher - Senior Analyst

According to the American Advertising Federation (AAF), advergames are low on the budget priority list for online advertisers. A November 2006 study by the group revealed that its members had only budgeted 3.6% of their media budgets for video games in 2007. This is up from 2006, when AAF members said that they would spend 1% of their online ad budgets on advergames in particular.

Despite the seeming bearishness on games as ad platforms, the same AAF study found that 23% of respondents thought that video games are "very" or "most" effective among all types of emerging media.

That 3.6% for 2007 mentioned in the first chart is an average, of course, and some firms are placing larger bets on this platform than their peers. One advergaming bull is Burger King, which recently started selling three Xbox and Xbox 360 titles for $3.99 each with the purchase of a Value Meal. One title, called Sneak King, invites gamers to "Sneak down alleys, roads and sidewalks to surprise innocent bystanders with a burger."

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