Criação de advergame para divulgação institucional: um jogo para divulgação do IFPE Campus Paulista.

Abstract

The search for innovative advertising strategies has led institutions to explore new ways of communicating with their audiences. While traditional methods, such as social media, television commercials, and digital ads, remain in use, digital games are emerging as tools capable of creating interactive and captivating experiences. In this context, the advergame — a game specifically developed to promote brands, products, or institutions — stands out for its ability to engage audiences in a playful and immersive way. This article presents the creation process of an advergame as an institutional advertising tool by the Instituto Federal de Pernambuco (IFPE), Paulista campus. The game was designed to showcase the internal routine to new students and the community, incorporating visual and narrative elements representative of the institution. Through an interactive approach, the advergame aims to expand the reach of institutional communication, strengthening its image and connecting with users in a more playful way.