ADVERGAMING MARKETING – A NEW AND EFFECTIVE BRAND COMMUNICATION TOOL

Currently, there are many effective marketing communication tools, such as social media marketing, email marketing, video marketing, content marketing, and influencer collaborations. However, the recent boom in the online gaming market has created a significant opportunity for marketers to implement marketing communication activities through online games (commonly called Advergaming Marketing or simply Advergaming, hereinafter abbreviated as Advergaming). Advergaming is a process that combines advertising and gaming, merging marketing communication with games as forms of both entertainment and culture. To effectively leverage the benefits of Advergaming, theoretical issues such as its definition, business benefits, methods, and application in brand communication must be clarified. Using appropriate scientific research methods, such as desk research and theoretical development, the author will clarify theoretical issues related to branding and brand communication through online games. Key points for applying Advergaming to brand communication in businesses today will also be proposed.