With the growth of internet and 3G & 4G mobile technologies, advergames have proliferated, often becoming an integrated part of brand media planning in an increasingly fractured media environment.

The objective is to increase Web Site visits and create OPT-IN databases by developing customized Web games, often bundled with prizes, in order to attract visitors.

As long as the game delivers a fun pay off, consumers consider it a relevant and valid cultural experience. After playing a game, consumers are more likely to remember not just the brand or product itself, but to associate specific brand attributes with it.

Users choosing to play an advergame must register to be eligible for prizes which can help marketers collect customer data. Gamers may also invite their friends to participate, which could assist in the promotion of the brand by word of mouth, or what is coined as "viral marketing".