A guide to advergames

How to…

In the April ‘15 issue of PETS International, I introduced you to the concept of advergaming – the use of video games for advertising purposes. In this issue, I discuss the practicalities of having such a game, or branded app, developed.

When you are in the business of pet products (or any non-digital goods industry, for that matter), having a branded app or video game developed for the proliferation of your brand can seem like a daunting task. How do I convert my vision into a functioning product? How can I best allocate my financial resources? And, how do I yield the biggest return from my investments? 

If you don’t have the right ingredients to work with, you are poised for costly failure. Although nobody really knows what ultimately drives the adoption of creative goods such as video games, there are certain guidelines to facilitate a smooth development process and which may increase your chances for success. In this article, I highlight four such guidelines: