# Advergaming: what it is and how it works · Zorraquino
> Advergaming uses video games created or adapted to promote a brand or product while people play.
URL: https://www.zorraquino.com/en/dictionary/advertising/advergaming.html

# Advergaming

Advergaming is the use of video games created or adapted to promote a brand, product or message, so that people engage with it while playing

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

The word combines advertising and game. It may be a brand’s own game for web or mobile, or an experience within an existing gaming platform. Unlike an interruptive ad, exposure is voluntary and can last longer, because the brand is part of the gameplay or setting.

It differs from in-game advertising, which places ads inside third-party games, and from gamification, which applies game mechanics to non-game contexts such as a loyalty scheme.

Also known as

Advergame, Branded game

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Gamification](https://www.zorraquino.com/en/dictionary/digital-marketing/gamification.html)
- [Branded content](https://www.zorraquino.com/en/dictionary/digital-marketing/branded-content.html)
- [Experiential marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/engagement-marketing.html)