Advergame as a tool of marketing communication (Oyunreklam) applications: made in Turkey advergame (Oyunreklam) examination of applications

The purpose of advergames, as an advertising application, is to convey brand messages to consumers in a fun way. As competition gets more intense day by day, communicating brand messages effectively have become much more important. In this study, it has been investigated whether advergame applications affect marketing communication. The study consists of 4 parts. In the first part, there is an extensive literature review of marketing in general by covering marketing communication and viral marketing. The second part examines the concept of advertising and the third part continues with the definition, history, types and development of the concept of advergame. The last part concludes with the findings of the study. In the study, multiple interviews are conducted with advertising agencies which developed award-winning advergame applications. As a result of these interviews, it has been found that advergame applications, during the period when they were popular among marketers, had a positive impact on brands' marketing communication, created an emotional bond between brands and consumers, and that brands tended to use advergame applications as they believe such applications are fun. However, with constantly changing digital trends and advancements, advergame applications have been replaced with different applications.