Investigating the Effectiveness of Applying Mobile Advergames in Tourism Marketing - An Exploratory Study about Egypt

Traditional marketing communication techniques are of diminishing effectiveness and marketers have developed creative applications to attract consumers. The contemporary multiplatform environment, connecting many different devices, became a privileged ambient for advertising and marketing campaigns. In this context, it is also possible to cast a message for a brand, product or service using a ludic language through a gaming format (Silverstone, 2007), Therefore, Mobile Advergames can be seen as an attractive and new marketing tool that increases product, brand and company awareness. The purpose of this study is to provide an understanding of the qualities and potentials of the Mobile advergames as an advertising and marketing tool for the tourism industry in Egypt. Firstly, an overview about advergames is provided, as well as a review of existing literature regarding its effectiveness. The study next examines the mobile Advergames practices in the tourism industry. The results showed that the games were successful in branding, tourism marketing and city integration in a game.