<s>
An	O
advergame	B-Application
is	O
a	O
form	O
of	O
advertising	O
in	O
video	O
games	O
,	O
in	O
which	O
the	O
video	O
game	O
is	O
developed	O
by	O
or	O
in	O
close	O
collaboration	O
with	O
a	O
corporate	O
entity	O
for	O
purposes	O
of	O
advertising	O
a	O
brand-name	O
product	O
.	O
</s>
<s>
While	O
other	O
video	O
games	O
may	O
use	O
in-game	O
advertising	O
(	O
such	O
as	O
an	O
advertisement	O
on	O
a	O
virtual	O
billboard	O
or	O
branding	O
on	O
an	O
in-game	O
object	O
)	O
,	O
an	O
advergame	B-Application
is	O
differentiated	O
by	O
the	O
Interactive	O
Advertising	O
Bureau	O
as	O
a	O
"	O
game	O
specifically	O
designed	O
around	O
 [ the ] 	O
product	O
or	O
service	O
being	O
advertised	O
"	O
.	O
</s>
<s>
An	O
advergame	B-Application
is	O
considered	O
a	O
type	O
of	O
advertainment	O
.	O
</s>
<s>
Advergames	B-Application
are	O
commonly	O
targeted	O
to	O
minors	O
,	O
who	O
tend	O
to	O
be	O
more	O
responsive	O
to	O
persuasive	O
messages	O
that	O
can	O
be	O
embedded	O
in	O
such	O
games	O
.	O
</s>
<s>
Concerns	O
have	O
been	O
raised	O
by	O
parents	O
and	O
advocates	O
for	O
children	O
that	O
such	O
advergames	B-Application
can	O
influence	O
children	O
's	O
habits	O
,	O
particularly	O
food-based	O
products	O
.	O
</s>
<s>
Advergames	B-Application
(	O
a	O
portmanteau	O
of	O
"	O
advertisement	O
"	O
and	O
"	O
video	O
games	O
"	O
)	O
appeared	O
early	O
in	O
the	O
history	O
of	O
the	O
video	O
game	O
industry	O
.	O
</s>
<s>
One	O
of	O
the	O
first	O
known	O
attempts	O
was	O
a	O
polo	O
sport	O
game	O
tied	O
into	O
the	O
clothing	O
brand	O
Polo	O
,	O
which	O
Carol	O
Shaw	O
had	O
been	O
developing	O
for	O
the	O
Atari	B-General_Concept
2600	I-General_Concept
around	O
1978	O
,	O
but	O
which	O
had	O
been	O
cancelled	O
prior	O
to	O
release	O
.	O
</s>
<s>
The	O
first	O
known	O
released	O
advergame	B-Application
was	O
Tapper	B-Application
,	O
a	O
1983	O
arcade	O
game	O
.	O
</s>
<s>
Its	O
release	O
was	O
targeted	O
for	O
bars	O
or	O
other	O
establishments	O
for	O
adults	O
,	O
but	O
the	O
game	O
proved	O
popular	O
,	O
and	O
a	O
non-branded	O
version	O
Root	B-Application
Beer	I-Application
Tapper	I-Application
was	O
released	O
for	O
general	O
arcades	O
,	O
with	O
beer	O
replaced	O
by	O
root	O
beer	O
.	O
</s>
<s>
Numerous	O
advergames	B-Application
were	O
developed	O
through	O
the	O
1980s	O
and	O
1990s	O
for	O
home	O
video	O
game	O
consoles	O
and	O
personal	O
computers	O
,	O
but	O
with	O
the	O
introduction	O
of	O
wide-spread	O
availability	O
of	O
the	O
Internet	O
,	O
browser	B-Protocol
games	I-Protocol
became	O
a	O
popular	O
route	O
for	O
advergames	B-Application
.	O
</s>
<s>
Such	O
games	O
were	O
cheaper	O
to	O
produce	O
compared	O
to	O
previous	O
advergames	B-Application
as	O
well	O
as	O
to	O
other	O
traditional	O
advertising	O
routes	O
such	O
as	O
television	O
advertising	O
.	O
</s>
<s>
A	O
Kaiser	O
Family	O
Foundation	O
report	O
in	O
2006	O
found	O
that	O
73%	O
of	O
96	O
food	O
product	O
companies	O
had	O
established	O
dedicated	O
sections	O
of	O
their	O
websites	O
with	O
advergames	B-Application
that	O
were	O
targeted	O
at	O
children	O
,	O
with	O
many	O
of	O
these	O
offering	O
multiple	O
advergames	B-Application
.	O
</s>
<s>
The	O
term	O
"	O
advergames	B-Application
"	O
was	O
coined	O
by	O
Anthony	O
Giallourakis	O
in	O
1999	O
.	O
</s>
<s>
The	O
Internet	O
domain	O
www.advergames.com	O
was	O
purchased	O
that	O
year	O
by	O
Giallourakis	O
and	O
several	O
years	O
later	O
(	O
in	O
2008	O
)	O
,	O
a	O
high	O
quality	O
free	O
web	O
portal	O
showcasing	O
a	O
curated	O
selection	O
of	O
the	O
best	O
browser	O
based	O
advergames	B-Application
was	O
launched	O
.	O
</s>
<s>
This	O
site	O
was	O
considered	O
the	O
premier	O
online	O
player	O
destination	O
for	O
a	O
wide	O
variety	O
of	O
advergames	B-Application
sponsored	O
by	O
some	O
of	O
the	O
most	O
recognized	O
brands	O
in	O
the	O
world	O
.	O
</s>
<s>
Millions	O
of	O
visitors	O
from	O
over	O
50	O
nations	O
visited	O
the	O
site	O
's	O
comprehensive	O
directory	O
to	O
come	O
play	O
some	O
of	O
the	O
most	O
entertaining	O
advergames	B-Application
ever	O
created	O
.	O
</s>
<s>
Advergames	B-Application
developers	O
from	O
many	O
nations	O
generated	O
additional	O
seeding	O
for	O
their	O
works	O
through	O
their	O
relationships	O
with	O
Advergames.com	O
.	O
</s>
<s>
Advergames	B-Application
moved	O
into	O
mobile	B-Application
games	I-Application
by	O
around	O
2014	O
,	O
due	O
to	O
the	O
proliferation	O
of	O
mobile	O
devices	O
and	O
their	O
common	O
use	O
by	O
children	O
.	O
</s>
<s>
Other	O
examples	O
of	O
advergames	B-Application
that	O
have	O
achieved	O
widespread	O
awareness	O
include	O
:	O
</s>
<s>
Chex	B-Application
Quest	I-Application
,	O
a	O
non-violent	O
first-person	O
shooter	O
developed	O
for	O
personal	O
computers	O
in	O
1996	O
for	O
the	O
Chex	O
cereal	O
brand	O
.	O
</s>
<s>
While	O
the	O
game	O
was	O
a	O
total	O
conversion	O
of	O
Doom	B-Application
,	O
it	O
is	O
considered	O
one	O
of	O
the	O
few	O
advergames	B-Application
that	O
was	O
enjoyable	O
to	O
play	O
.	O
</s>
<s>
Pepsiman	B-Application
released	O
for	O
the	O
PlayStation	B-Device
in	O
1999	O
,	O
was	O
developed	O
by	O
KID	O
only	O
for	O
release	O
in	O
Japan	O
.	O
</s>
<s>
Sneak	B-Application
King	I-Application
,	O
PocketBike	B-Application
Racer	I-Application
,	O
and	O
Big	B-Application
Bumpin	I-Application
 '	I-Application
,	O
a	O
series	O
of	O
Xbox	B-Operating_System
360	I-Operating_System
video	O
games	O
paid	O
for	O
by	O
Burger	O
King	O
in	O
2006	O
,	O
and	O
available	O
through	O
meal	O
purchase	O
at	O
most	O
Burger	O
King	O
restaurants	O
.	O
</s>
<s>
Of	O
the	O
three	O
,	O
Sneak	B-Application
King	I-Application
became	O
popular	O
and	O
sold	O
more	O
than	O
2	O
million	O
copies	O
that	O
year	O
.	O
</s>
<s>
America	B-Application
's	I-Application
Army	I-Application
,	O
released	O
for	O
personal	O
computers	O
in	O
2002	O
,	O
was	O
developed	O
by	O
the	O
United	O
States	O
Army	O
as	O
a	O
recruiting	O
tool	O
for	O
teenaged	O
players	O
.	O
</s>
<s>
Because	O
video	O
games	O
generally	O
draw	O
significant	O
interest	O
from	O
minors	O
,	O
there	O
are	O
ethical	O
and	O
legal	O
concerns	O
around	O
advergames	B-Application
.	O
</s>
<s>
Whereas	O
adults	O
generally	O
can	O
recognize	O
and	O
resist	O
persuasive	O
advertising	O
in	O
games	O
,	O
younger	O
children	O
may	O
not	O
recognize	O
that	O
an	O
advergame	B-Application
is	O
a	O
form	O
of	O
advertising	O
and	O
can	O
be	O
drawn	O
in	O
by	O
statements	O
made	O
by	O
the	O
game	O
.	O
</s>
<s>
One	O
key	O
market	O
area	O
of	O
concern	O
was	O
food	O
product-based	O
advergames	B-Application
.	O
</s>
<s>
The	O
increased	O
used	O
of	O
browser	O
and	O
mobile	O
advergames	B-Application
in	O
the	O
mid-2000s	O
led	O
to	O
concerns	O
that	O
such	O
games	O
would	O
lead	O
to	O
an	O
increase	O
in	O
the	O
childhood	O
obesity	O
rate	O
.	O
</s>
<s>
In	O
particular	O
,	O
many	O
food-based	O
advergames	B-Application
promote	O
less	O
nutritious	O
products	O
like	O
snack	O
foods	O
.	O
</s>
<s>
However	O
,	O
research	O
has	O
shown	O
that	O
the	O
influence	O
of	O
advergames	B-Application
is	O
not	O
limited	O
to	O
foods	O
with	O
poor	O
nutrition	O
,	O
as	O
a	O
study	O
using	O
advergames	B-Application
designed	O
around	O
healthy	O
food	O
choices	O
led	O
to	O
the	O
monitored	O
children	O
to	O
select	O
a	O
healthier	O
snack	O
when	O
presented	O
a	O
variety	O
of	O
choices	O
.	O
</s>
<s>
Advergames	B-Application
can	O
run	O
afoul	O
of	O
laws	O
established	O
related	O
to	O
truth	O
in	O
advertising	O
.	O
</s>
<s>
Making	O
false	O
claims	O
,	O
even	O
if	O
in	O
language	O
not	O
intended	O
to	O
be	O
advertising	O
,	O
in	O
advergames	B-Application
can	O
result	O
in	O
penalties	O
and	O
fines	O
by	O
the	O
national	O
or	O
regional	O
consumer	O
protection	O
agencies	O
.	O
</s>
<s>
In	O
a	O
notable	O
case	O
,	O
the	O
Gatorade	O
company	O
,	O
a	O
subsidiary	O
of	O
PepsiCo	O
,	O
had	O
published	O
a	O
free	O
mobile	B-Application
game	I-Application
Bolt	O
!	O
</s>
<s>
In	O
the	O
United	O
States	O
,	O
attempts	O
have	O
been	O
made	O
by	O
the	O
United	O
States	O
Congress	O
to	O
give	O
the	O
Federal	O
Trade	O
Commission	O
(	O
FTC	O
)	O
authority	O
to	O
oversee	O
online	O
advertising	O
aimed	O
at	O
children	O
,	O
including	O
advergames	B-Application
,	O
but	O
had	O
been	O
challenged	O
by	O
lobbies	O
representing	O
the	O
food	O
industry	O
and	O
effectively	O
shut	O
down	O
such	O
attempts	O
.	O
</s>
<s>
In	O
the	O
United	O
Kingdom	O
,	O
advergames	B-Application
regulation	O
was	O
brought	O
into	O
coverage	O
by	O
the	O
CAP	O
Code	O
or	O
the	O
Code	O
of	O
Non-broadcast	O
Advertising	O
,	O
Sales	O
Promotion	O
and	O
Direct	O
Marketing	O
in	O
2016	O
.	O
</s>
<s>
The	O
CAP	O
code	O
,	O
updated	O
frequently	O
,	O
provides	O
specific	O
guidance	O
on	O
what	O
advergames	B-Application
(	O
among	O
other	O
types	O
of	O
advertising	O
)	O
can	O
and	O
cannot	O
do	O
,	O
with	O
specific	O
attention	O
to	O
how	O
such	O
games	O
may	O
influence	O
children	O
.	O
</s>
<s>
Messaging	O
in	O
advergames	B-Application
may	O
backfire	O
and	O
impact	O
the	O
reputation	O
of	O
the	O
brand	O
the	O
game	O
promotes	O
.	O
</s>
<s>
A	O
notable	O
example	O
from	O
Intel	O
,	O
which	O
had	O
published	O
in	O
2004	O
The	O
Intel	O
IT	O
Manager	O
Game	O
,	O
a	O
browser-based	B-Protocol
game	I-Protocol
that	O
attempted	O
to	O
give	O
insight	O
into	O
the	O
job	O
opportunities	O
of	O
an	O
information	B-General_Concept
technology	I-General_Concept
manager	O
,	O
including	O
simulating	O
the	O
hires	O
of	O
new	O
employees	O
.	O
</s>
<s>
While	O
the	O
situation	O
could	O
be	O
compared	O
to	O
a	O
similar	O
problem	O
around	O
the	O
game	O
Fable	B-Application
which	O
also	O
forced	O
players	O
to	O
male	O
avatars	O
,	O
the	O
real-world	O
setting	O
of	O
Intel	O
's	O
game	O
was	O
seen	O
as	O
a	O
more	O
serious	O
flaw	O
,	O
and	O
at	O
the	O
time	O
,	O
gender	O
representation	O
in	O
the	O
information	B-General_Concept
technology	I-General_Concept
industry	I-General_Concept
was	O
a	O
serious	O
concern	O
.	O
</s>
