Özet:

The aim of this study is to analyze the content of Advergame content with specific codes and themes related to the digital game culture. In the literary section of the study, the digital media and digital advertising tools and the digital game culture and the concept of Advergaming were explained. In the research section, the advergaming videos of the "Penti", "Uludağ Limonata" and "Lipton" brands published in the digital environment are monitored within the framework of the digital gaming culture, and the code, category and theme "advergaming" content are assessed by the content analysis method. Looking at the results of the research, it was found that the content of advergaming of each of the three brands was different. Penti’s “Utopic Game” confidentiality; the “Tycoon Game” of the National Limonata’s “Tycoon Game” is a reward; and Lipton’s “Smart Tea Cup” can be said to have reached users with thematic coding that draws attention. It is also possible to express that with these rich content, brands can create more lasting traces in the minds of users and they raise more consumption needs in consumers.

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