Advergames have emerged as an innovative marketing tool that combines advertising and gaming experiences. By engaging attendees through interactive gameplay, Advergames offer unique opportunities and benefits to enhance brand exposure, generate buzz and create memorable experiences when utilised on exhibition stands.
What are Advergames?
Advergames (short for advertising games) are interactive digital games specifically designed to promote brands and their products or services. These games seamlessly integrate branded elements and marketing messages into the gameplay therefore providing a captivating and immersive experience for the players.
Advergames can be web-based, played via apps or even through physical installations. Generally, Advergames are strategically developed to align with the brand’s target audience and marketing objectives or campaigns.
Types of Advergames
Various types of Advergames cater to different demographics and areas of expertise. Some common types include:
Educational Advergames: These games are designed to educate the players about a particular product or service, highlighting its unique features and benefits in an engaging and informative manner.
Challenge Advergames: These games test the skills and abilities of the players while subtly incorporating branded elements. They create a competitive platform that encourages participants to interact with the brand.
Puzzle Advergames: Puzzle-based Advergames provide brain-teasing challenges that require problem-solving skills. These games effectively promote brand recall and engagement.
Benefits of Advergames on an Exhibition Stand
Increased Engagement
Advergames are an excellent way to attract and engage attendees at an exhibition stand. By offering an interactive and entertaining experience, Advergames capture visitors’ attention and encourage them to spend more time interacting therefore increasing brand time. The immersive gameplay keeps participants engaged, creates positive brand associations and increases the likelihood of meaningful conversions once gameplay is finished.
Enhanced Brand Awareness
Advergames provide an opportunity to create a lasting impression on visitors by incorporating branding elements throughout the gameplay. As players enjoy the game, they are constantly exposed to the brand logo, visuals, messages and values. This repetitive exposure significantly boosts brand recall and awareness, ensuring that the brand remains in the minds of the participants post-event.
Memorable Experiences
By incorporating Advergames into an exhibition stand, brands can offer unique and memorable experiences for attendees. They are also more likely to share their experiences with others resulting in increased word of mouth marketing and organic brand promotion.
Data Collection and Customer Insights
Advergames presents an opportunity for brands to collect valuable data and gain insights into their target audience. By integrating data capture platforms within the game, such as email opt-ins or surveys, brands can gather information about participants’ preferences and behaviours. This data can then be used to tailor future marketing strategies and enhance customer segmentation.
Designing Effective Advergames for Exhibitions
To maximise the benefits of Advergames at exhibitions, careful design and execution are crucial. Here are some key considerations when creating Advergames for your next exhibition stand:
1) Aligning with Brand Objectives
Advergames should align with the brand’s overall objectives and target audience. The gameplay, visuals and messaging should be consistent with the brand’s identity and values.
2) Captivating Gameplay
The gameplay of an Advergame should be captivating and addictive to encourage repeated plays and engagement. By incorporating challenging levels, rewards and leaderboards, brands can create an immersive experience that keeps participants coming back for more.
3) Integration of Brand Messaging
While designing an Advergame, it is essential to integrate brand messaging and product information organically. The messages should not feel forced or disruptive to the gameplay but should instead enhance the overall experience and create a positive association with the brand.
4) Customisation and Personalisation
Advergames that offer customisation options or personalised experiences have a higher chance of resonating with the players. By allowing participants to customise their avatars, levels or gameplay styles, brands can create a sense of ownership and personal connection, further strengthening the brand-player relationship.
Examples of Advergames at events
Advergames have proven to be successful at events, capturing the attention of attendees and leaving a lasting impact. Here are a few notable examples:
Best Practices for Implementing Advergames at Events
To ensure a successful implementation of Advergames at events, consider the following best practices:
Pre-event planning
Thoroughly plan the Advergame concept, gameplay mechanics and integration with the exhibition stand design. Consider the target audience, exhibition theme and desired outcomes.
User-friendly interfaces
Design intuitive and user-friendly interfaces for the Advergame. Ensure that participants can easily understand the gameplay mechanics and navigate through the experience.
Incorporating gamification techniques
Leverage gamification techniques such as rewards, achievements and leaderboards to enhance engagement and create a sense of competition among participants.
Post-event follow-up
After the event, follow up with participants who played the game. Send personalised emails, offers or exclusive content to further nurture the brand-consumer relationship and drive post-event conversions.
Advergames offer a unique and engaging way to promote brands and products at exhibitions. By incorporating interactive gameplay, Advergames enhance engagement, boost brand awareness, create memorable experiences and provide valuable customer insights. When strategically designed and implemented, Advergames can significantly contribute to the success of an exhibition stand, leaving a lasting impression on attendees and fostering long-term brand relationships
Nimlok, the leading global exhibition stand design and build supplier has over 54 years’ experience to help clients deliver exceptional exhibition stands. Nimlok’s expertise includes bespoke sustainable stand design solutions, on-stand engagement, analytics on stand and stand staff training, all with the objective to help clients increase their return on investment on event.
Beyond the exhibition industry, Nimlok also leverages it’s expertise to create tailor-made interior spaces for meeting rooms, showrooms, and reception areas.