ABSTRACT
Advergames’ precedents and evolution is an unexplored topic. The only text that I could find on this subject, written by the advertising scholar Ilya Vedrashko in 2006, remains unpublished. This chapter gathers the information collected by Vedrashko and enhances and updates it with new data, providing a complete historical overview of the concept of advergames. The purpose of this chapter is to illustrate that, despite the fact that technology has rapidly evolved and has given rise to many different forms of advergames, each one of them with characteristics that can be exploited to enhance branded experiences, these features are not always exploited and are sometimes incorrectly utilized because of a lack of understanding of the medium.
