An advergame is a form of advertising in video games, in which the video game is developed by or in close collaboration with a corporate entity for purposes of advertising a brand-name product. While other video games may use in-game advertising (such as an advertisement on a virtual billboard or branding on an in-game object), an advergame is differentiated by the Interactive Advertising Bureau as a "game specifically designed around [the] product or service being advertised". An advergame is considered a type of advertainment. Advergames are commonly targeted to minors, who tend to be more responsive to persuasive messages that can be embedded in such games. Concerns have been raised by parents and advocates for children that such advergames can influence children's habits, particularly food-based products. History Advergames (a portmanteau of "advertisement" and "video games") appeared early in the history of the video game industry. One of the first known attempts was a polo sport game tied into the clothing brand Polo, which Carol Shaw had been developing for the Atari 2600 around 1978, but which had been cancelled prior to release. The first known released advergame was Tapper, a 1983 arcade game. The game had been originally sponsored by brewer Anheuser-Busch, and predominately featured the brand's logo and with gameplay based on serving beer. Its release was targeted for bars or other establishments for adults, but the game proved popular, and a non-branded version Root Beer Tapper was released for general arcades, with beer replaced by root beer. Numerous advergames were developed through the 1980s and 1990s for home video game consoles and personal computers, but with the introduction of wide-spread availability of the Internet, browser games became a popular route for advergames. Such games were cheaper to produce compared to previous advergames as well as to other traditional advertising routes such as television advertising. A Kaiser Family Foundation report in 2006 found that 73% of 96 food product companies had established dedicated sections of their websites with advergames that were targeted at children, with many of these offering multiple advergames. The term "advergames" was coined by Anthony Giallourakis in 1999. The Internet domain www.advergames.com was purchased that year by Giallourakis and several years later (in 2008), a high quality free web portal showcasing a curated selection of the best browser based advergames was launched. This site was considered the premier online player destination for a wide variety of