The persuasive power of advergames: A content analysis focusing on persuasive mechanisms in advergames

This paper's purpose is to analyze how persuasion mechanisms are applied in current advergames. The study's rationale is that brand position and integration, the autonomy of the brand message in the game and the game-goal–message-goal overlap, entertainment as well as word-of-mouth and social integration are essential persuasive mechanisms of advergames. A sample of 195 advergames was taken from several popular advergames sites and was analyzed by two independent coders for the identified persuasive mechanisms using a developed coding manual. The content analysis revealed that advergames in general apply all six persuasive mechanisms. Logos are shown and used more often than products. Additionally, results suggest a high autonomy of the message (e.g. most applied placement tactics displayed the logo and product name as well as showing corporate colors). Furthermore, a high congruence of logos and products with the game content was observed. The results reveal that more than a third of games were well liked and included several mechanisms to increase competition. Word-of-mouth and social aspects were integrated to a small extent. The results are useful for researchers, game developers and companies, as well as for gamers. Implications for consumer researchers as well as industry professionals are provided. © 2016 Australian and New Zealand Marketing Academy