1. How can marketers build relationships with customers through newer methods of virtual advertising like advergames? The casual gaming industry develops non-violent, easy-to-play video games that appeal to a wide variety of users. Industry sales are $2.3 billion, expected annual growth is 20 percent, and the worldwide market is about 200 million people. Fuel Industries of Ottawa, Ontario, founded in 1999, has positioned itself as an up-and-comer in this industry by winning contracts that typically would be awarded to big-name companies like DreamWorks Animation and Pixar Animation Studios. The company's success has not gone unnoticed.

In 2008, Canadian Business magazine recognized Fuel as one of the country's fastest growing businesses.

Fuel doesn't just develop online video games.

Rather, it is pioneering a model of branded online entertainment

(referred to as "advergames"). Essentially, an advergame is an online video game and advertising rolled into one. The theory behind the concept is simple:

if consumers are having fun while interacting with the entertainment, they are more likely to remember and feel positive toward the brand. Instead of trying to make an impression during a traditional 60-second commercial, advergames keep consumers engaged for up to 600 seconds! Many companies are beginning to see the benefits of this marketing strategy.