Race

A banner game programmed in Java

Race is an example of a compact game that fits into the banner advertising space on a web page.

The typical use of a banner is to entice the user into leaving the current page and visiting the advertiser's site. This creates a mixed motivation for the original host since a successful "click through" also means the loss of their audience. The advertiser may lure a visitor to their home page, but the visitor must be enticed again to stay.

By using a game as a banner, an advertiser is matching more closely the advertising we experience on TV. The game, like a good commercial, is an entertainment in itself. While the user is focused on the game, they are focused on the brand. This is the goal of a commericial and it can be the goal of web advertising as well. Since the web is an interactive medium, it is appropriate to have an interactive experience built into the banner.

Gamemercials, as we call them, are interactive games focused on a brand. They may provide a click-through to another site, but their primary goal is to combine a fun experience with a focus on a brand.