Odo Head Spa offered by Odo Beauty Care Limited

Odo Beauty Care Limited Welcome to our first Odo Head Spa Salon located at 9F Pennington Com Bldg., 17 Pennington Street, Causeway Bay (Near to Regal Hotel, Hong Kong and above 7-11) 香港铜锣湾边寧顿亍 17号 边寧顿商业大厅厦电梯 9字 鄰近香港富豪酒店,7-11 樓上 TEL: 9010-1586 English and Japanese only (英/日语) Email: info@odo.com.hk BY APPOINTMENT ONLY 完全予約制 敬请电約

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2019年3月27日星期三

What Isn’T An Advergame

We have already discussed the idea of advergames here at GAMING CONCEPTZ (you can check it here and here). On the other hand, it is also important to contextualize what cannot be considered an advergame.

We've already explained that an advergame is an advertising piece of campaign that : requires planning and an interface that puts together a brand/product/service and the gameplay

In this context, an advergame is not a ready-made game that one can simply insert a logo or a company's feature. In the following hypothetical example below, we see the interface of the classic Pac-Man game with elements from McDonald's brand. To insert these elements on the gaming interface does not make this game an advergame; there is no strategic view or branding planning, we only notice elements scattered in a videogame screen.



According to Cavallini (2006), the notion of advergame – a neologism formed from the juxtaposing of the words "advertising" and "game" – could be described as a marketing strategy that uses games, mainly electronic, to advertise brands and products. That includes a large range that goes from complex games that are developed specifically for advertising purposes to common casual games – much more complex than to only insert a logo in a classic gaming interface.



Reference:

CAVALLINI, Ricardo. (2006). O marketing depois de amanhã. São Paulo: Digerati Books.

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