In times where the consumer is able to find what he wants without being interrupted by advertising, advertisers are required to expand their messages through new alternatives that connect the audience with the brand in an attractive way. The advergame is part of these new tools as it seeks to retain consumers through interactive games that represent the brand’s values, characteristics and benefits. To understand the influence of this advertising tool in Lima’s youth, this article makes an analysis on the attitude they generate towards the brand depending on the treatment that is given in the game, the exposure time and other variables.

In times where the consumer is able to find what he wants without being interrupted by advertising, advertisers are required to expand their messages through new alternatives that connect the audience with the brand in an attractive way. The advergame is part of these new tools as it seeks to retain consumers through interactive games that represent the brand’s values, characteristics and benefits. To understand the influence of this advertising tool in Lima’s youth, this article makes an analysis on the attitude they generate towards the brand depending on the treatment that is given in the game, the exposure time and other variables.

Gracias a las posibilidades cada vez más avanzadas que nos ofrecen las nuevas tecnologías, el consumidor es capaz de encontrar todo lo que busca sin ser interrumpido por la publicidad, o de lo contrario con la capacidad de presionar un botón para hacer que esta desaparezca y lo deje con el contenido que realmente le interesa. En este nuevo contexto el sistema publicitario convencional que parte de la supuesta base de que los consumidores están interesados en todo lo que las marcas tienen para decir, queda completamente descartado. Ahora es él el que manda, aquel que busca y selecciona el contenido; y es la marca la que debe estar ahí, contextualizando sus productos o servicios, estando presenta donde está el público objetivo generando experiencias que le permitan ganar su confianza. Es por ello, que los anunciantes ven necesaria la tarea de expandir sus mensajes por medio de nuev...