Advertising plays are plays, which serve the advertisement in unterhaltsamer form; one speaks in this connection also of Advertainment. Recently it concerns thereby mostly computer games which are called also so-called Ad-Games. Many advertising plays are coupled with profit plays; this serves the attractions increase and partly also the data gathering.

The probably most well-known advertising play might be the moorland chicken play. Many considerable enterprises use advertising plays both for customer connection and to the new customer production and means of publicity. In addition, non-commercial enterprises and institutions use advertising plays, in order to spread their messages. Thus exists also advertising play, which is promoted by educational facilities, since they recruit e.g. for the use of condoms.

Contrary to most other advertising forms the customers are occupied voluntarily and in active form with the advertising message. Thus the advertisement works into other way than e.g. Television commercial (TV-Spots) or mail distributions (Mailings), which is passively noticed and felt therefore pretty often as annoying. This confirms Institut for applied communication research: "“During almost 90 per cent of all test persons TV-Spots as disturbing judge, encounters the advertisement in advertising plays with more than half sympathy."”

Apart from communication of mark and advertising message enterprises with Ad-Games mostly pursue the goal of the address generation of existing and potenziellen customers. So the users of Ad-Games must register themselves frequently, in order to use the full function range of the plays or participate in linked profit plays. The generated data can be used for further marketing measures.

Advertising plays for personnel computer can be divided roughly in 2 groups: On-line plays and conventional computer games; in addition, there are combinations.

• On-line plays are offered in the Internet and are the attention players for a longer period on the advertising message to direct and if necessary to a more frequent attendance of the web page encourage. Such plays are written mostly in Macromedia Flash, Macromedia Director (Shockwave) or Java (rarer even with more efficient author systems such as Virtools or game Tangent) and can be played so platform-independently.

• Off-line plays are offered for downloading or on CD. This Ad-Games serves usually for the image care to present to marketing in detail or around a certain product or a service and make tasty. Examples of this form of the advertising play are Polit 1 the that on the occasion of the Austrian national council choice 1999 on Shape CD in such a way specified were among other things distributed and America's a Army, which is used of the U.S. Army, in order to find recruits for Army and the Special Forces. Plays, those for a certain sport organization (e.g. NFL, FIFA) recruit, fall likewise into this second group.

Related links

• http://www.innovations-report.de/html/berichte/kommunikation_medien/bericht-9882.html
• The portal for Ad-Games, advertising plays, on-line plays, Onlinegames, Internet marketing, on-line marketing

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