Tie your ad to a Selena Gomez virtual makeover game and position your brand nearer a tween girl’s heart. That’s a gender-specific version of a theory being tested by Lego, Kibbles ‘n Bits, Hollywood film Mirror Mirror and other advertisers. Working with Dutch company Spil Games, such brands are increasingly targeting tweens with “advergames” and video ads that roll before an online game starts.
Michael Cai, a social gaming researcher for Interpret, said this advertising niche, which originated a decade ago, is on the uptick as adolescent and adult consumers are trading away their TV time to play digital games like never before.
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