New Media Age: Adwatch Review

Justin Kirby, Managing Director of Digital Media Communications, is not impressed with flash games as a viral agent:

Another rife marketing misconception bandied about in the same breath as 'viral' is that Flash-based games are the latest and greatest thing that will attract users like moths to a flame. The reality - according to the Lycos Viral Chart - is that Flash-based games are the least popular viral material, probably because there are so many of them out there and the vast majority are mediocre. You have to be more savvy, more innovative, more creative than everyone else to grab user attention and make them want to engage with your brand - even more so if you expect them to endorse your message and pass it on to others.

It is worth having a look at the DMC site - it features some interesting case studies on the viral work that they've done with the likes of Levis, Xbox and Eidos.