In recent years, the effectiveness of traditional communication techniques has been diminishing and marketers have sought more creative practices to attract consumers. One of these new marketing tools is the mobile advergame, which is seen as an attractive and new marketing communication vehicle that increases awareness. The term 'advergame' refers to games created by companies to promote their products or brand by combining 'advertisement', 'computer games' and 'mobile phones'. The main purpose of this study was to provide an understanding of the qualities and potentials of the mobile advergame as an advertising and marketing tool for the tourism industry. The study had focused on the mobile advergame practices in the tourism industry with a content and SWOT analysis. The results showed that the games were successful in branding and city integration in game, but ineffective in viral marketing as very expensive devices are needed to play these games. © The Author(s) 2010.