Advergaming: Life’s a game and then you buy?by
How can a business derive benefit from a foray into gaming? Andy Dean explores.
The third is the type of game created around a business or product function, an activity that is created to increase user engagement and purchase frequency by demonstrating brand attributes. Qantas has one of a slew of frequent flyer apps that encourage both frequent app engagement and frequent purchase. This is, arguably, more ‘gamification’ (yes, another newly minted term) than advergaming, but the boundaries are blurred.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.