Playing With Food: Content Analysis of Food Advergames

Abstract

This study examines how food marketers use advergames, custom‐built and branded online games, to promote food products to children and provides the nutritional content of the food products featured in the advergames. The results reveal that food marketers use advergames heavily, with candy and gum or food products high in sugar most frequently appearing in the analyzed games. Children are often invited to “play with” the foods integrated as active game components. Finally, despite the educational benefits of interactive games, fewer than 3% of the games analyzed in this study appear to educate children about nutritional and health issues.

US Food Company Branded Advergames on the Internet: Children's exposure and effects on snack consumption

“…On the other hand, advergames could also serve as an educational tool to teach children about nutrition, healthy eating, and physical activity in a manner that is fun and engaging (Lee et al, 2009). The effects of nutrition-and physical activity-promoting advergames have not been tested.…”

“…More than 97% of all food and beverage advergames contained at least one brand identifier, such as a food or package image, a brand character, or a company/brand logo (Culp et al, 2010;Moore, 2006). As with television advertising, the majority of foods and beverages promoted in advergames contain high levels of sugar, sodium, and/or fat; nearly three-quarters promoted candy, cereals, soft drinks, or salty snacks (Lee et al, 2009). Just 3% of advergames contained information about nutrition or health.…”

“…videos, viral features). Although researchers have suggested that advergames should be considered a child-targeted marketing technique (Lee et al, 2009), the CFBAI does not identify advergames as a form of child-directed marketing if the website has a child audience that comprises less than 35 -50% of its total audience (the percentage varies by company) (Peeler et al, 2009). …”

“…Some argue that advergames may be more effective than television advertising because they blur the distinction between advertising and entertainment content and make it difficult for children to identify the game as advertising (Mallinckrodt & Mizerski, 2007;Moore, 2006). Additionally, the immersive nature of advergames may unconsciously encourage users to focus on playing the games rather than observe the advertising (Lee et al, 2009;Winkler & Buckner, 2006).…”

“…They typically include features to encourage children to return to the website and play the game multiple times (Santos, Gonzalo, & Gisbert, 2007). In 2009, companies spent a projected $676 million to produce advergames (Lee, Choi, Quilliam, & Cole, 2009). …”