Tap The Tap

a case study of Brazilian advergaming

Abstract

The “advergame” neologism comes from the combination of the words “advertise” and “game”. Understood as a promotional strategy that uses games (especially digital ones) as a communication and marketing tool, such practice has been gaining strength on the advertising market, as many brands are using it to promote products and services. In this article, we will analyze the digital advergame Tap the Tap, created especially for the purposes of this work. This game was developed in August 2019 for Let’s Beer brewery, from São Paulo, with the intention of observing how a game in this category could promote the consumption of a product, making an impact on its sales result. We will discuss the aspects of the contemporary promotional culture, the ever-increasing use of games in areas that go beyond entertainment, some definitions and characteristics of the term advergame, the production process of Tap the Tap, and, finally, some results generated by the game on the week it was released along with Let’s Beer brewery.