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11 March 2021
Advergames can drive persuasion and purchase intent
Ad lengths & formatsGamificationAttention
Advergames – a form of advertising where brands use interactive games to engage consumers – are perceived favourably by consumers, can drive persuasion, and can even influence the choices people make in real-world commercial situations.
Why it matters
Many people express negative attitudes and scepticism towards advertising. The gamified nature of advergames, on the other hand, has led to this content being generally perceived as more engaging, particularly by younger consumers.