Famous advergame examples: 10 cases to learn from

In short: advergames, video games made to promote a brand, have existed since the 1980s. The best-remembered cases almost always share three things: the mascot or product is at the heart of the video game, the video game reaches people where they already are (the packaging, the menu, the browser) and the experience is fun even for people who don’t know the brand. Here are 10 examples and what they still teach.

1. Kool-Aid Man (1983)

The Kool-Aid mascot, the smiling pitcher that bursts through walls in the commercials, became the hero of a video game for the Atari 2600 and Intellivision.

The lesson: if a brand already has a recognisable character, that is the natural starting point. People know it and are happy to follow it outside advertising.

2. Yo! Noid (1990)

Domino’s Pizza brought the Noid, the character from its ad campaigns, to the Nintendo Entertainment System in a platform video game.

The lesson: an advergame can extend an existing campaign, giving a longer life to a character created for television.

3. Cool Spot (1993)

Spot, the red dot from the 7 Up logo, starred in a platform video game for the consoles of the time, still remembered for the quality of its animation.

The lesson: when the video game is good, people remember it for the fun, and the brand benefits in turn. Quality matters more than pushing the logo.

4. Chex Quest (1996)

A CD-ROM video game given away in boxes of Chex cereal. It used the same engine as a famous shooter of the time, turned into an adventure suitable for a young audience.

The lesson: packaging is a powerful distribution channel. Today a QR code printed on the pack plays the same role.

5. Pepsiman (1999)

In Japan, Pepsi’s mascot got a PlayStation video game: the character runs forward dodging obstacles, in a set-up reminiscent of today’s endless-runner video games for phones.

The lesson: simple, immediate mechanics work. You don’t need a complex video game to engage people.

6. America’s Army (2002)

The US Army released a free video game to show what military life is like and support recruitment.

The lesson: an advergame can serve goals other than sales, such as reputation or recruitment. It sits halfway between an advergame and a serious game.

7. Burger King’s Xbox video games (2006)

Burger King launched three Xbox and Xbox 360 video games starring its “King” mascot, including Sneak King, sold in its restaurants alongside meals.

The lesson: the point of sale can become the video game’s channel, and the video game one more reason to come back.

8. Doritos Crash Course (2010)

An obstacle-course racing video game distributed free on Xbox Live Arcade, born from a contest linked to the brand.

The lesson: free, instant access lowers the barrier to entry and multiplies players.

9. Magnum Pleasure Hunt (2011)

A browser video game in which the heroine runs and jumps across real web pages, collecting chocolates. It became a widely cited case in digital marketing.

The lesson: an original idea and an in-browser experience with no download can generate huge word of mouth.

10. Chipotle’s The Scarecrow (2013)

An iOS video game, paired with an animated short film, that told the brand’s values about food and the food industry.

The lesson: an advergame can tell a company’s values, not just its products.

What these cases teach brands today

• Start from the brand, not from a video game genre: mascot, product, values.
• Take the video game to where people are: packaging, stores, events, social media, website.
• Remove every barrier: today that means a link or QR code and a video game that starts in the browser, with nothing to download.
• Care about quality: a mediocre video game does more harm than no video game.
• Measure: players, play time, shares and contacts collected.

The biggest difference from the past is cost. Many of these video games required big-company budgets; today, with AI-assisted development workflows, a quality advergame is within reach of SMEs too. We explain why in our business case.

Frequently asked questions

What was the first advergame?

It is hard to name just one, since the first promotional video games date back to the early 1980s. Kool-Aid Man, from 1983, is one of the most cited cases.

Do advergames still work today?

Yes, but the format has changed: today people mostly play on their phones, through a link or QR code, and the video game is tied to campaigns, events and lead generation. See our full guide on what an advergame is.

How long should a game session be?

It depends on the context: from 60–90 seconds at a trade show to longer sessions for a video game played at home. What matters is that the first match starts instantly and is understood in seconds.

Do you need a mascot to make an advergame?

No. You can start from the product, a place or the brand’s values. A mascot helps, but it isn’t essential.

Want an advergame for your brand? See our playable projects, learn how we work on advergames or write to [email protected].

Brands mentioned belong to their respective owners and are cited for information only.