Advergaming is the practice of using video games to promote a brand, product, service, or message. It blends “advertising” and “gaming,” and its core aim is to engage users with branded content in a fun and interactive way. Advergames can range from simple browser-based mini-games to immersive mobile or console experiences, all built around a specific marketing goal.

What are the different types of advergames?

There are three types of advergames used both online and in person. Each delivers a different level of interaction.

  1. Standalone Games: Fully developed games with branded content.
  2. In-Game Advertising: Brand elements embedded within unrelated games (e.g., virtual billboards, branded clothing in sports games).
  3. Gamified Experiences: Light, interactive games embedded on websites, apps, or at live events to drive engagement.

Advergaming is a powerful marketing tool for businesses looking to engage audiences through interactive and memorable digital experiences. By embedding advertising messages or brand elements into a game, companies can capture attention, influence perception, and build deeper relationships with consumers.

How advergaming benefits you at a trade show or exhibition

If you’re planning or managing an exhibition or trade show, advergaming offers several strategic advantages that will benefit you. We’ve picked five of the key benefits that advergaming can bring businesses of any size at a trade show or exhibition.

1. Increased engagement

Games naturally draw attention and keep visitors interacting with your brand longer. A well-designed advergame turns a passive exhibition visit into an immersive, memorable experience. This then becomes shareable, especially if you frame up the area as a hub for social media photo opps too!

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2. Brand recall & emotional connection

Gamification at your next event will create stronger emotional bonds between you and your potential clients. By linking your brand or message to positive experiences like fun and challenges, visitors are more likely to remember you and talk about what they experienced. Whether they become a customer or not, the positive experience they pass on to others may see you gain leads from elsewhere.

3. Data collection opportunities

You can use advergames to gather valuable user data such as preferences, behaviours, and contact information (with proper consent), which is useful for post-event follow-ups. With options to invite visitors to future events and exclusive product launches or simply entice them in-store with vouchers, this form of data capture is rewarding for you as much as it is for the visitor.

4. Social sharing & viral potential

As we mentioned earlier, if the game is shareable or includes a leaderboard or competition, it can extend your exhibition’s reach beyond the venue through social media buzz and peer recommendations. It could even help draw in a new crowd for your next event appearance.

5. Differentiation

In a crowded exhibition space, offering an interactive game can set your booth apart and create a draw that makes your space a must-visit. Why remain like everyone else when showcasing your brand when there is a chance to be not only different but also stand out with something memorable, fun and rewarding?

Is advergaming right for your exhibition?

Before you commit to Advergaming at your next exhibition, consider these questions:

  • Are you targeting a demographic that enjoys interactive or digital experiences?
  • Do you have a clear message or product that could be gamified?
  • Can you allocate budget and time to develop a quality experience?
  • Are you looking to drive more footfall, engagement, or data capture?

If the answer is “yes” to most of the above, advergaming could be a smart, innovative tool to enhance your exhibition strategy.

This is certainly an avenue worth giving consideration to. The rise of interactive media means that the audience embracing such media is expanding all the time. Opting out could see you fall behind, but investing in it could also be a waste of resources if this method of promotion doesn’t resonate with your audience or business.

How does Starlight Exhibitions help you incorporate advergaming into exhibition stand design?

Starlight Exhibitions plays a key role in helping you integrate advergaming into your exhibition stand by combining creative design, digital technology, and strategic branding. Here’s how:

Custom interactive game development

Starlight can collaborate with your developers to create a stand design that aligns with your brand, message, or product. We can incorporate various experiences into the design of the stand to make an interactive destination for your visitors. This could include

  • A touchscreen-based mini-game at your stand
  • A mobile game that visitors can play on their phones
  • A VR/AR experience for immersive brand storytelling

Seamless integration into stand design

Advergaming isn’t just about having a screen—it’s about creating a visually cohesive experience. Starlight can:

This makes your stand look intentional and inviting.

Other things to consider!

Promotion before, during & after the event

For further impact, consider the below to help drive interest and measure successes and failures of incorporating advergames into your event.

  • Pre-event teasers about the game to generate excitement
  • On-site promotional materials and staff training
  • Post-event analytics and media to measure ROI

 

Working with Starlight Exhibitions and your developers, advergaming becomes a standout feature that:

  • Attracts and holds attention.
  • Encourages meaningful brand interaction.
  • Differentiates you in a crowded exhibition hall.

 

If you want stress-free, exhibition management that combines creativity, technology, and results, Starlight Exhibitions is equipped to deliver it.

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