Provide greater customer insights
Online games allow brands to turn unknown prospects into known prospects. Customers are more willing to give contact information or personal/preference information in exchange for the ability to play a game. In fact, a well-designed game allows for personalization, enabling the player to be more emotionally invested. This gives you the ability to market to prospects one-on-one in the future and to personalize your message based on their preferences.

Games engage the emotion to reach the intellect
You can almost envision a hand reaching out from a computer screen to "grab" the prospect and draw them in. The emotional aspect really is the impetus for drawing a person in -- the fun, the thrill, the challenge, the chance to win -- but then you have the opportunity to appeal to the person's intellect by delivering brand messages and information that appeal to the prospective buyer. It's a one-two punch.