Advergames: marketing advantages and risks involved
Advergames: marketing advantages and risks involved

Summary/Abstract: Electronic games have become a great cultural phenomenon as they exceed it‘s geographical, demographic, ethnical, cultural, social and political limitations. This reality made a lot of marketers perceive the great potential that encountering of games and advertising has in increasing the brand messages receptiveness. Recent studies showed that advergames are more effective and pleasant for public than TV commercials, and can create a positive brand image, followed by purchasing intention. Also, they are cheaper and easier to implement. In spite of these obvious advantages, the new communication channel has its risks and companies have to find the right formula to obtain the intended results. Based on secondary data, this paper tries to presents a theoretical systematization of the main characteristics of advergames that bring advantages to companies that use them. Also it tries to highlight features that involve a high risk rate and brought law modifications and new regulations for protecting the consumer.

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