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Advergaming is also a great opportunity for integrated marketing efforts. A recent sweepstakes for Hanes, for example, promoted the apparel company's new "tagless" t-shirt by using a tag as the virtual game piece - "Lifting" it with the mouse revealed the visitor's prize.

The facility of engaging users has led many companies to develop games which has increased not only the interaction level but has also helped companies increase their database.

Advergaming Increases Awareness & Recall

If any consumer gets intrigued by the product, he or she can immediately check the website to get more information about the product and make informed decisions.

Through advergaming one can know about the likeability and penetration the product has by knowing the no. of clicks and the no. of hours an individual sticks to the site.

Technology is undergoing development with every passing day and Internet gaming technology is also simultaneously maximizing on the attributes afforded by the Internet. Animated digital characters make the games more captivating, and are getting increased involvement of the targeted consumers. The continued growth in access to the Internet and communication over the Internet is likely to support the intentions of marketers to spread their brand and product messages through social networking. And so are the growth prospects of Advergaming...

Concluded.

* Contributed by -
Manisha Singh,
PGP - II,
XIM Bhubaneswar.