The problem with giveaways is that, while they are often fun, they do not realize the vision outlined above of employing games as unique communications tools. Instead they simply act as a lure, a piece of candy, usually intended to draw users to a corporate website. The hope being that once the users are done playing they will take the time to read what the company really wants them to know about or, better yet, give their address. Most often this hope is misplaced. When the candy is consumed the player moves on, having picked up little information in the process.
Integral games are a completely different breed.
One that fulfills the dual requirements of being both fun and delivering a targeted and effective message. In an integral game the game experience is built around the brand, product, or service. In short, the message is the game. Integral games are much more challenging to create than giveaways, because they require an understanding of the principles of communication as well as those of game development. There are, as yet, relatively few examples of integral games to be found.