The study, named 'Game On' questioned 6,500 UK adults online. Users were asked to evaluate one of nine online games, branded or unbranded, and complete a questionnaire covering topics including brand awareness and gaming behaviour.
Laura Bellamy, OMD planner, said: "Increasingly, consumers are looking for content to be drawn into rather than be targeted to directly and advergames will provide us with that opportunity."
Cranberry juice brand Ocean Spray and a fictitious brand Juice Boost were used in the study.
Of those who enjoyed playing an advergame featuring the bogus brand, 45% said that they would buy the brand in the future, compared with just 12% of non-players.
Advergames are clearly gaining popularity. The study also found that a third of adults online have played an advergame before, with 31% directly influenced to either register with the brand or make a purchase.
The research also found that young people think a brand gains credibility if it promotes itself through an advergame.
Ben Palmer, commercial director at Skive, said: "If you give people content through a game that's entertaining and enjoyable you've got their attention, they are fully engaged."
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