One form of branded entertainment is the advergame, a videogame designed around a brand. Advergame executions range from simply repurposing an existing, well-known game (e.g., shooting baskets) to feature the brand in the gaming environment to creating more elaborate, custom-built games that involve detailed virtual experiences with the brand's product (Wallace and Robbins 2006). Advergaming constitutes part of the smallest but fastest growing segment of branded entertainment marketing efforts. The tremendous growth in the number of brands that include advergames as part of their advertising strategy has been attributed to a desire to engage youth and young adults who are increasingly choosing online, interactive media over traditional media (Business Wire 2008).