Enhancing Customer Experience, and Brand Awareness through Familiar Gameplay in Advergames

The marketing field has been looking for more creative and effective ways to attract customers. Advergames have recently attracted a lot of attention in increasing brand awareness and attracting wider groups of audiences. Research studies have indicated that customers have a more positive attitude toward a brand and stronger purchase intentions when playing advergames with brand interactivity rather than without brand interactivity. Despite the increased use of advergames as a brand promotion strategy by a range of well-known brands, there is still a limited understanding of several issues related to the effective use of such games. In this paper, we conducted one study (n= 242) held in one exhibition to examine familiar gameplay in advergames and its effectiveness in attracting and engaging more people. Our results showed that the presence of familiar gameplay in advergames is an essential feature in attracting more people, enhancing their user experience, and increasing brand awareness.