Disney is launching new playable advertisements also known as "advergames" on Hulu and ESPN. This ad type lets viewers engage with advertising via remote.
According to The Verge, advergames began with "Quiz Show" and "Beat the Clock." "Quiz Show" asks knowledge questions, while "Beat the Clock" requires remote-controlled golf ball landings. "Beat the Clock" promote Topgolf and several sponsors appear in the "Quiz Show."
This innovative ad format provides marketers with data on viewer interaction and boosts streaming service revenue. Disney's streaming business got closer to profitability by adding ad-supported subscribers in its last earnings report.
Disney is implementing playable ads with BrightLine, a streaming TV business. Disney Plus shoppable advertising on Kerv features QR codes that lead to product sites. Notably, shopping advertisements are programmatic, meaning marketers buy them automatically, and an algorithm chooses the best audience and time.
Users may pay extra to avoid these commercials on Disney's other streaming services, but ESPN advergames are not skippable.
The Advantages of Advergames
In an age of ad-blocking and skipping, advergames are a unique exception where most customers still like commercials. Even in the dynamic environment of social media, advergames offer several advantages, according to Forbes. One is it attracts the full attention of the player as the ad becomes part of the narrative, unlike advertisements in traditional media, which viewers may skip by just switching channels or flipping pages.
Most game players love the experience, and if the game is original and engaging, they may play for a long period.
Moreover, advergames are enjoyable and satisfying for many individuals. Thus, advertisements are more engaging than ordinary advertising. Advergames are also popular with young individuals, who are difficult to reach via newspapers or TV. These interactive commercials also appeal to young Millennials and Gen-Z women.
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Advergames Started Decades Ago
Notably, the concept of advergames is not really new. Back in the video game console wars in the 1990s, such types of playable commercials emerged. Famous brand mascots 7-Up's Cool Spot and Fido Dido, Chester Cheetah, The Noid, and Ronald McDonald had their respective video games. But, arguably, the most popular among the advergames back then was PepsiMan on the original PlayStation.
On March 4, 1999, PlayStation in Japan released Pepsiman, a unique genre game back in the day. KID developed the game about Pepsiman racing through themed obstacle courses to gather Pepsi cans, per Kotaku.
Even though its arcade-style gameplay was popular, its absurdist comedy, like Adult Swim episodes, made it stand out. Pepsiman's "story" involves distributing Pepsi to the needy in English with Japanese subtitles. Mike Butters portrays an American character who playfully watches while drinking Pepsi.
Despite its cult-like appeal, Pepsiman failed financially and got mixed reviews. Some sources complimented its unusual approach, while others considered it unimpressive. Pepsiman decommissioned in 2003 and never released the game in the U.S.
Years later, Pepsiman became famous again. The character's presence in the 2016 Summer Games Done Quick charity broadcast, which draws millions, revived interest. During games, audiences enjoyed The Boyks' over-the-top advertising and Butters' unforgettable sequences.
Pepsiman's legacy demonstrates the nostalgic appeal and unconventional marketing strategies of advergames.
