Advergames and
gamification represent a promising means of product differentiation for food
companies in an oversaturated marketplace, as they enable engaging consumers
with brands in a playful and fun way. This need of food companies to find novel
gamified ways to lure new customers and involve existing ones has implications
for game designers who are considering the revenue generation options of their
game. This paper aims to develop ideas and design guidelines for games
developers to collaborate commercially with companies interested in using games
in brand engagement, with a special focus on the food industry. As a result of
combining food company interviews and an online consumer community research, we
present seven themes of importance that were found, and provide the overall
descriptions of how they affect the design process of the game and how they
could be taken into consideration during it.