How to pick the right game type for your brand


Written by plinq

 On 5/27/19 4:15 PM


Do you want consumers to get to know your brand? You should, because consumers are becoming more particular with their buying decisions, and a lot of it relies on brand awareness and trust.

How do you currently go about increasing brand awareness and trust? Social media, email marketing, and other outreach strategies are typically used, but they haven’t proven to be very effective. Actually, with so much advertising in both the physical and digital worlds, brand trust is lower than it’s ever been before.

69% of consumers distrust advertising and 42% distrust brands, because advertising often comes off as interruptive and annoying.

An advergame can be used as an effective medium of communication and a powerful tool to help you reach your business goals. Not just any advergame, though, will produce the results you need. Some gaming companies will just slap your logo on any game type, but a game that doesn’t fit your brand won’t appeal to players and won’t increase brand awareness.

Here are some of the possibilities you should consider when picking the right game type for your brand:

A type that aligns with your industry

Thinking about the industry your brand pertains to can really help you with your game type decision. Some industries have some pretty obvious game types that they can use.

Porsche teamed up with Need for Speed to create Need for Speed: Porsche Unleashed. The game is perfectly paired with the brand’s identity. Porsche is a sports car that wants to provide its customers with an exhilarating driving experience.

Consumers get a taste of that experience by playing Need for Speed: Porsche Unleashed, where they get to virtually drive a Porsche and race against others. The game successfully sold $340,000 copies and made some more Porsche fans in the process.


Similarly, we made Sketch Rally for a fuel company. Players drive through a winding, magical road collecting branded fuel to drive further and collect points. Players get to interact with the branded product and experience its value. The brand gets to effectively communicate its mission of fueling people’s journeys and never leaving anyone stranded on the road.

A type that promotes your products seamlessly

The main purpose of an advergame is to promote your brand and your products. The more naturally your products fit into your game, the better the experience is for your player. The right game type will maximize the compatibility of your game and the products advertised.

LEGO surrounds most of its games around the theme of construction. Players can construct people, buildings, or even entire cities using virtual LEGO parts. The game type fits perfectly with the brand. The LEGO games educate consumers on how to use the products they’re advertising: you build things in real life similarly to how you do in the game.

Players also get the emotional payoff associated with using the product. Just as driving provides an exhilarating experience, constructing things gives people a sense of ownership of their creations.

But it doesn’t have to be as clear of a match as LEGOs are. If you’re promoting drink products, the game type doesn’t have to be specifically around players drinking. Instead, the game type can be connected to an activity which the drink product helps the consumer perform in.


We created Touchdown, an endless runner game where players must avoid opposing defenders while collecting branded products that keep their energy high. The player doesn’t necessarily get to experience the taste of the drink, but they’re able to tie the brand together with high-energy, fun experiences.

A type that simulates your business

Another possible option for a game type is to do a business simulation. Players place themselves in your organization and help your brand succeed.

Dairy Queen is just one of the many companies that have used the business simulation game type. They released DQ Tycoon in 2008. Each player was made the manager of a Dairy Queen restaurant and had to solve the daily challenges associated with the day-to-day operations.

Players get to interact with your products, perform the services, and most importantly, align themselves with your brand. This sort of game type has been used for a long time and by many brands. It may not be unique enough for your brand or the purpose you have for your advergame, so consider those factors when deciding if a simulation game is right for you.

Keep your goals in mind

You may be deciding between different game types and realize that the “right” game type depends on what business goals you have in mind. For example, if your main goal is to educate players of a serious issue, then your game type should allow you to address that issue.

Consider these possibilities when choosing the right game type for your brand. The right type will make your game more fun and communicate more clearly what you want players to know. The wrong game type can create an inconsistent brand image and turn players off of your brand.

If you have more questions surrounding advergames and how you can create a game that’s perfect for your brand, schedule a free consultation with us.

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