Advergaming is catching on quickly as a branding and lead generation marketing tool. It is simply the combining of interactive gaming technology with an advertising message. Branding and products are incorporated into the game itself through either associative or demonstrative methods, meaning that the game can be used to demonstrate the use of a product or to associate the product with an activity or lifestyle. At its best, the advertising message becomes an integral part of playing the game, encouraging consumers to interact with the brand or product.

These games are generally facilitated on third-party sites through pop-ups and are used in conjunction with online contests and promotions in an effort to increase traffic, registrations and expand lead generation databases. They can take many forms, but all have the common element of incentive based consumer participation and lead generation tactics.

This form of online lead generation forms a “sticky” effect for the website and visitors who care enough about the brand and what it has to offer will volunteer valuable marketing information in order to play the game. It also has a viral marketing effect as those that enjoy the game can forward it on to their friends, and so on. This increases the number of leads the game is able to generate.

The beauty of these advergames as a lead generation marketing tool is the demographics they cover. A study by the Interactive Digital Software Association shows that 42 percent of frequent game players are over 35 while another 30 percent are aged 18-35. This translates into the ability of businesses with either a focused or wide target market to reach its desired demographics.

Getting your products and services in the minds of consumers through such a fun and interactive vehicle as an advergame is a great way to bolster your online lead generation results.