The goal is to reverse the consumer-advertiser relationship. Traditional marketing pushes a message over and over. If people instead pull bits of information into their lives through a game, they are more likely to feel a sense of ownership.
“That makes them talk about it, share it, evangelize it,” said Elan Lee, a co-founder of Fourth Wall Studios, a pioneer in the games-as-marketing field that has worked with Paramount Pictures.
via nytimes.com