“We are seeing an influx of women-targeting gaming sites like womengamers.com, conferences dedicated specifically to women in gaming, and brands successfully targeting and engaging women in advergame experiences,” says Richard Lent, CEO of AgencyNet., a strategic interactive solutions firm in Fort Lauderdale, Fla.
In addition to more enhanced capabilities, AgencyNet’s Lent predicts a greater proliferation of advergames as a marketing medium. “We see more games coming… especially in brand web sites. We also see more community-based games where people can invite their friends to join them or to play along. The future of advergaming will probably involve portability and/or multiplayer capabilities, customization, better sound and more 3D/video for greater realism,” Lent says.
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