Businesses in Bahrain have been integrating custom-built video games into their marketing campaigns, finding that it improves customer engagement and attracts younger audiences, according to a recent study.
However, the academics who conducted ‘The Impact of Utilising Video Games in Media Plans: Case Study of Private Sector Companies in Bahrain’ survey also recommend that companies invest in immersive long-term gaming environments, as opposed to short-term advertising games, also called ‘advergames’.
“This study examines the effectiveness of utilising advergames as a communication tool within the media strategies of private-sector companies in Bahrain,” researchers wrote, in the abstract for their study.
