Advergame is a videogame designed
around a brand or product. Advergames are often a simple variation on a well-known format (e.g. car chase, "match three", space invaders,…) or a more elaborate script that tries to capture some characteristic of the product.

Advergaming is a growing trend in marketing, and might be useful in engaging young adults who are less permeable to more traditional, passive forms of advertisement.

But, in evaluating the results on brand perception, what is the relationship between attitude
toward the game and attitude toward the brand?

According to a research (Enjoyment of Advergames and Brand Attitudes: The Impact of Thematic Relevance) published by the Missouri School of Journalism, designing advergames that relate thematically to the product
of the sponsoring brand should increase the likelihood of positive conditioning
of brand attitudes evoked by playing an advergame.

The game embedded below is a mild example of thematic relevance, and yet is one of the best – in this regard – to be found on the Advergames.com site.