ADVERGAMES AS AN ALTERNATİVE TO TRADİTİONAL ADVERTİSİNG

Abstract

     Today, due to the saturation of advertising, consumers have become very sceptical of traditional advertising, which promotes commercial messages highlighting the attractiveness of a product. Moreover, with the advent of the Internet and the growth of new technologies, consumer behaviour has changed significantly, making it increasingly difficult to reach these demanding consumers. This explains the rise of advergames, which combine entertainment and advertising by creating video games for advertising purposes. This practice aims to eliminate the intrusion of advertising and meet consumer expectations. Advergames appear to be a solution that allows advertising to be delivered in a non-intrusive way, making it less noticeable to consumers. The practice of advergames creates a connection, interaction and emotion among consumers through entertainment, capturing their attention and providing them with a memorable and enjoyable experience.