Enhancing Consumer User Experience, Education and Brand Awareness through Musical Advergames

TL;DR

This study investigates how incorporating music into advergames can improve consumer engagement, enhance user experience, and boost brand awareness, offering a creative marketing approach amid declining traditional communication effectiveness.

Contribution

It provides empirical evidence on the positive impact of music in advergames for marketing, highlighting its role in attracting audiences and increasing brand recognition.

Findings

Music attracts more players to advergames.

Music enhances user experience in advergames.

Music increases brand awareness among consumers.

Abstract

The effectiveness of traditional communication techniques has declined in recent years, and marketing specialists are looking at more creative ways to engage consumers. A lot of attention has recently been paid to advergames, which are seen as an attractive new marketing tool to increase consumer engagement and education of brand awareness. The term advergame refers to games that combine brand advertising with gaming to promote business products. In this paper, we study the impact of music on consumer uptake of advergames (n=197). Our results show that music in advergames is an important feature because of its capability to attract audience, enhance their user experience and increase brand awareness.