The Impact of Utilising Video Games in Media Plans: Case Study of Private Sector Companies in Bahrain

Abstract

This study examines the effectiveness of utilising advergames as a communication tool within the media strategies of private-sector companies in the Kingdom of Bahrain. It adopts a qualitative case-study approach to gain an in-depth understanding of organisational contexts and professional practices associated with the integration of interactive media into corporate communication by exploring how they conceptualise, design, and implement game-based communication initiatives. The study population consists of private companies in Bahrain that have utilised video games in their communication campaigns. A purposive sample was selected, including communication and marketing professionals directly involved in planning or managing these initiatives, as well as Bahraini game developers with hands-on experience in producing advergames. Data were collected through semi-structured interviews designed to elicit detailed descriptions of professional experiences and to identify motivations, strategies, and challenges related to the adoption of game-based communication tools. The interview data were analysed using thematic analysis, which involved coding responses and identifying recurring patterns and conceptual themes. The results revealed that audiences demonstrate strong acceptance of video-game content, particularly when reward systems are incorporated; integrating advergames with other media channels enhances their impact; mobile platforms are the most suitable for developing such games in the Bahraini context; and advergames strengthen brand identity, audience engagement, and institutional visibility, although they show limited direct influence on short-term profit generation. It further highlights opportunities to expand game-based strategies in the private sector and offers practical recommendations for integrating advergames into future media plans.