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Advergaming, considered to be one of the newest marketing and advertising strategies, is rapidly becoming the darling of the advertising industry. Th

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

ough the term "advergames" wasn't coined until 2001 in a Wired magazine's "Jargon Watch" column, advergaming as a marketing tool is actually older th

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

an most people realize.

The first real advergame was a customized videogame incorporating brand messages and was distributed on floppy disk by Ameri

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

can Home Foods to promote the Chef Boyardee brand during the 80's. Advergames are used to promote products or services, organizations, and even opini

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

ons and viewpoints. Today, with the advent of the internet, and smaller, faster processing chips used in computers, cellular phones, PDAs, and intera

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ctive television programming, advergaming has grown into a formidable industry.

Advergaming is generally categorized in three different ways. In the

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

first category, companies provide interactive games on their websites, hoping visitors to the site become engaged in the game, thus spending more ti

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

me on the website and becoming more familiar with a brand or product. The second category is generally recognized as games that are created by groups

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

or organizations for commercial, political or educational purposes, and then published and sold as any other game. For example, the United States Ar

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

my sponsored a game called "America's Army" in an effort to increase recruitment. The third category includes games that promote products, brands, or

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

services within the game itself. For example, an interactive baseball game might have banners around the field that promote Coca-Cola®, or a footbal

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

l team might be the "Tide® Titans." The advertising is similar to a character in a movie holding a can of Red Bull®, or stopping for coffee at a Dunk

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

in' Donuts®.

Advergames aren't just for kids, either. In a 2004 study performed by Comscore MediaMetrix, 25% of the gamers on PCs are 35-44 years of

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

age, 25% of gamers playing free online games are 25-34 years old, and 33% of those who play premium games are 25-34 years old. Additionally, income

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

varies among the age groups.

Unlike television commercials, advertising and marketing within advergames is not perceived as an intrusion by the play

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

ers. Gamers are voluntarily interactive, and the promotional materials contained within the advergames are viewed as simply part of the game; this ma

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

kes the gamers a part of the marketing action rather than sideline observers. Repeat visits to websites via the internet or cell phones are high amon

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

g advergamers, and as a result, product or brand recognition and loyalty is also high among the interactive players. And advergamers regularly spread

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

the word about games they particularly like to friends and family. Additionally, because players can access advergames during work hours over the in

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ternet, a greater segment of the population can be reached in a time previously considered untouchable by advertisers.

Copyright (c) 2006 Scott Heat

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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