7. Persuasive Strategies for Advergames

Due to the interactive nature of digital games, the factors that determine the conceptualization of advertising strategies for advergames are related not only to the way the advertising message should be conveyed but also to how the game motivates players to play it and how it engages them to keep playing. In this chapter I present and discuss six factors that determine the conceptualization of persuasive strategies for advergames. These six factors are: advergames’ objectives, integration of products in advergames, advergames’ target audience, advergames’ visibility, advergames’ credibility and advergames’ playability.