When I say "games that don't exist at all", I actually have two specific ad campaigns (or, possibly, groups of copycat ad campaigns?) in mind. One campaign con

When I say "games that don't exist at all", I actually have two specific ad campaigns (or, possibly, groups of copycat ad campaigns?) in mind. One campaign contained illustrations showing a physical scenario involving barriers that the player could remove to help or harm a character, e.g. by dropping a character into lava, or by releasing that lava to destroy an enemy. The advertising campaign sent viewers to a generic match-three game, a la Bejeweled; the game appearing in the advertisements didn't exist (although some other enterprising developers actually created the game later on). Another campaign contained illustrations of a character faced with obstacles and given a selection of objects to overcome that obstacle, e.g. a character faced with a fire might be offered a gasoline can, a firehose, and a vacuum cleaner. These advertisements typically showed a player choosing the wrong item, causing the player character to be graphically injured or killed, and challenged the viewer to do better. Again, these ads typically sent the viewer to a match-three game bearing no resemblance to the advertised game. Neither of these was a situation where a developer was running an ad campaign to gauge interest in a game concept -- these campaigns ran for years (and may even still be ongoing), and were used to drive users to finished games completely different from the advertised content.