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: ensure that you also have a comprehensive game promotion plan. “Its no use putting money in an advergame that no one is going to notice or play,” says Alvares.

ITC, for instance, has often commissioned an entire gamut of content, from advergames to social networking applications.

The media promises great reach through viral distribution. Studies done abroad reveal that advergames give repeat customers (66%) and ten times more information retention than a 30 second TV commercial. The active reward system—in the form of bonuses, scoring etc,—is so gratifying, it builds positive association with the brand.

Already, mobile gaming is the fastest growing segment of the gaming industry, expected to grow to $9.34 billion globally by the end of 2008 (Frost & Sullivan). Within that, Asia Pacific is the fastest growing market and India is pegged to grow to $150 million by 2009. Small wonder that over $350 million venture capital funding flew into this space last year, of which $50 million came direct to India (Source: Private Equity Week).

However despite the reach (there are 116 mobile users against 3.6 million desktop or notebook users in India) the one, big drawback with the media is that early 80% handsets in India do not support games with average graphics, with the result that the playing experience is not as good as with the online version.