Brands are eager to promote their products in front of the estimated 3.7 billion people worldwide who play video games. Now, rather than simply purchasing visibility, more adventuresome advertisers including PepsiCo and L’Oreal are creating games of their own. PepsiCo had a quest developed in collaboration with Y2K Games for Mountain Dew inserted into the latest edition of the publisher’s blockbuster “NBA 2K” series. L’Oréal embedded a mini game in Activision Blizzard’s “Candy Crush Saga” and saw 40,000 samples of the Prada Candy fragrance that was the reward for completing the game claimed on day one of the five-week promotion. Continue reading Brands Create Their Own Games to Expand Marketing Reach