In recent years, with the rise of the internet and online marketing, many companies have turned to mobile games in order to boost their marketing campaigns.
When considering whether or not to use video games in their own marketing strategies, some businesses are apprehensive. However, it could be one of the smartest marketing decisions a brand could make.
Here are 21 reasons to use games in your marketing strategy.
Traditional Ads rarely have our full attention, as there’s a good chance you may have a TV or YouTube video playing in the background while reading this. Games, however, force our full attention as they require instant feed-back and pressing of the screen or buttons. Because of this, businesses are able to display their messages and brand in a variety of ways throughout the time that the user is logged-in.
2. Data Collecting
Because marketing games are used online, they have the ability to gather a lot of information about the user including how often they use their mobile device, where they are when they play the game, and other general demographics. When the game gathers this information, the company can utilise it for other marketing strategies and business purposes.
Games bring enjoyment and fun to users when they into an application to play, games allow people to take a break from the real world, to-do lists, and other responsibilities for a short period of time to escape to another realm. Games are perfect for entertaining people and cultivating a fun experience, and fun sells.
If you are looking for a person who doesn't like to play games, you may find it to be a bit more of a challenge than you anticipated as just about everyone to some degree is a mobile gamer these days, whether they play detailed online games or simple app store Sudoku.
Even if someone is not a game enthusiast, they will most likely give a game a try at least once and once is all you need for a chance to develop a follower.
5. Develop a Following
Games have the ability to create a crowd of dedicated followers. If someone enjoys playing the game within a marketing campaign, they are more likely to come back for repeat plays of the game. Once someone plays a game multiple times, they are likely to tell their friends about it, which creates a dedicated following.
6. Source of Referrals
If someone enjoys an advergame campaign, they are more likely to tell their friends about it and share a link to the game. Having a game is a great marketing channel for getting business referrals without actually talking about business. Then, once the referrals are playing the game, the opportunity arises to introduce them to the business and what it can do for them.
One common reason that many businesses shy away from creating a marketing game is due to the misconception that they are expensive to create. Although this was true when device gaming technology became popular, today creating games is a widely acquired skill. In fact, many companies have current employees who are able to develop the game or can hire a firm to do it for less than the price of most online video ads and the Return on investment is on average a lot higher.
Due to the constant change of technology and the short attention span of consumers, marketing techniques are constantly evolving. One of the great benefits of using games in a marketing strategy is that they can constantly evolve as well. New levels or features can always be added to games to keep users interested and engaged.
People access social media and application on a variety of devices including mobile phones, tablets, laptop computers and desktop computers. Games can be created to be used on all of these devices so that they appeal to a variety of consumers and game enthusiasts.
10. Income Producing
People love incentives, especially when they are playing games and have an opportunity to win a reward. When a company creates a game, they are able to offer specials and coupons as incentives for playing their games and advancing to the next level. When the company is able to offer these incentives, it increases the likelihood of the game to be income-producing.
Games are multi-generational and appeal to young and old alike. If a business is looking for a way to appeal to consumers of all ages, developing a game is the way as the average age of a gamer is 34 but all age demographics have been observed to enjoy play certain forms of games.
12. Promote Brain Health
When you create a game for your consumers you create an opportunity for them to exercise their mind and increase their mental health. There are studies that show playing games helps to reduce the possibility of Alzheimer's and other diseases.
13. Brand Awareness
The beginning of any marketing funnel begins with Awareness. Games have the ability to create brand awareness without the consumer even realising it. As users play the game, they become more and more familiar and comfortable with the creating brand and more likely to consume that brand the next time they are shopping.
When playing a game, the user can be influenced to do a variety of things that impact a brand. Whether it is an insurance company encouraging safe driving or a home decor company encouraging creativity, games are powerful and can make consumers think the way a company wants them to.
Games have the ability to appeal to generations over and over again. Classic games like Monopoly, Tetris, and Mario Bros. will never fail with a crowd. If a business creates a game that has a large appeal, it could potentially provide success for years to come.
Through games, businesses have the opportunity to educate their consumers and potential consumers. If users gain new knowledge that they can use in their daily life the game benefits them. Likewise, if the users gain knowledge that will impact the company in a positive way, the game is a win-win.
With all the negativity in the world today, people need an opportunity to be positive. Games help to create a positive environment and shed a positive light on a company. Great marketers create a positive brand association.
It's about linking a 'feelings' into a 'product or service'. I think the best example of this is RedBull. It's become a multi-billion dollar company by linking extreme sports and the feeling of energy into their drink.
When a user logs into a game they are agreeing to engage with a company and in today’s world of simple distractions that is a marketing win. The more the consumer wants to engage, the stronger the connection becomes between them and the company.
Consumers today want to do business with brands that they know and trust. When a consumer is able to engage with a company and other users through a game, it creates a trusted community. In turn, the consumer feels as if they know other people who trust the brand and that creates a bigger chance that they will trust and use the brand themselves.
The possibilities of games are endless, games can go anywhere the imagination can take you, and through games, companies have the opportunity to show off their creativity and gain popularity for their ingenious.
Using games as a marketing strategy is smart, as you have nothing to lose from engaging your consumers in an entertaining medium, creating brand awareness and developing positive brand association while users have fun with a branded game campaign!