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How about Advergame?

(Advergames, in the context of video game genres, refers to promotional software specifically made to advertise a product, organization or viewpoint. The first advergames were distributed on floppy disk by the Chef Boyardee, Coca-Cola, and Samsung brands,[32] while the first cereal box advergame was Chex Quest in 1996.[33] The majority of advergames are found online and mostly include simple and cheaply made Flash games.)

MOBA is a terrible subgenre name. Sounds like a Roomba.