In-game-advertising (advergame) as an alternative tools in increasing local brand awareness / Suzani Azmin

Advergaming had proven to be successful in United States market with million of
people visiting online gaming sites. In India, mobile gaming would be a more popular
platform for advergames, than the Internet. Meanwhile in Malaysia, the market of
advergaming is still at its infant stage. This study is to identify the potential of
advergaming to enter the local branding market in Malaysia. Numerous people had to
be interviewed and they are related to gaming industry. A survey was conducted to the
Internet users especially among students. The following findings indicate that the
potential of advergaming for local brandings can be available in two to five years time
in Malaysia. The current Digital Technology is available to support gaming and
advertising industry in Malaysia, however there is no market yet for advergaming. The
success of advagaming in Malaysia can be made possible with further research, in the
future.