Step by step we jump into the advergaming World, as other audio-visual way of communication; it has a huge people impact. That’s good used in a good way.

One of the first questions to advertisers is related to the targeted age. I generally heard the same answer from 15 to 30 –except the funny situation in which wants 4 all ages- . All of us known, the age to be admitted in the new technology club fall down day by day, so finally we’re in the children's scope.

TV and press have already laws to cover that, especially in alcohol and tobacco subjects. Our industry and in concrete the mobile games, I guess is not working out that point. We have to mind the consumer when could be a child, they are defenceless due to the darkness of audiovisual product and the law control. Don’t forget the rights to protect: information, security, privacy, and financial interest.

In Spain already exists rules and law to remember, summarising:

• Language and messages adapted for Childs
• Product size must be according to the real size, avoid claiming it has been duped.
• Don’t uses messages which use the product are based on discriminate against.
• Avoid sexist language or other stereotype based on race or religion.
• Avoid messages that incite compulsive consumption.
• Avoid incite Childs to direct consumption taking advantage of their inexperience.
• Don’t present Childs in risky situations.

So, Are advergamings bad for Childs? Absolutely, the answer is no. Is a good tool if you use it in a good way, for instance to explain how to have a good feeding or to stimulate be socially responsible.

Will be tough when none is using the PEGI (Pan European Game Information) for mobile games… but we go for it.

Labels: advergaming, j2me, pegi

posted by Juan Antonio Muñoz-Gallego : 12:46 pm