Keith Ferrazzi, president and CEO of the interactive gaming company YaYa, is on a mission to haul marketers into the 22nd century by putting “advergaming” front and center in marketing strategy. Advergaming is YaYa’s term for interactive media-based games that support direct and mass marketing campaigns. YaYa clients include technology firms such as IBM, Siemens, and Roundarch as well as consumer giants General Motors, Pepsico, and Burger King.

This ITSMA Viewpoint provides an interview with Ferrazzi on the logic and power of using advergaming for employee education and training, brand awareness campaigns, direct one-to-one marketing, and customer loyalty. “Marketing dollars follow leisure time,” according to Ferrazzi, and online games have become a mass market phenomenon far beyond the stereotypical boys and young men. IT services marketers ignoring the potential of advergaming are missing an enormous opportunity for compelling, cost-efficient, and highly effective campaigns.