Advergaming: an alternative way to build brand awareness
In this article, we’re going to talk about the potential videogames have for marketing, and we’ll be using terminology and concepts that can cause some confusion among neophytes but which we’ll try to explain. We’ll be answering questions like “what is advergaming?”, “does advergaming, or branded games, belong to the world of content marketing or engagement marketing?”, “what do these terms mean?”, and “how do they add to the novelty of video games?”
What is Advergaming
This type of marketing is all about trying to get the consumer to participate in games stored on different digital devices that provide a positive experience that will be associated with a specific brand or product. In other words, to acquire knowledge and loyalty to a brand thanks to the positive emotions developed via these games. A branded game, therefore, uses a strategy that mixes engagement marketing and content marketing, as we’ll discuss later.
When thinking about a branded game, it is definitely not “anything goes”. There are different criteria that have to be met. On the one hand, quality. The game has to have a high-quality finish so as not to damage the image of the marketed product. There has to be a congruent aesthetic between the advergame and the brand. This correlation must also be thematic, bringing up aspects of the brand or product you’re trying to promote through the game. And last but not least, another criterion to keep in mind is that of creating a game that will stimulate interest and that people will want to play.
It’d be a good idea to stop for a moment and clarify the difference between branded games and playable ads. Despite the fact that both are trying to create an interaction between the consumer and the brand via a game, playable ads are very simple games that are embedded into pages much like banner ads are today. Branded games, on the other hand, are a horse of a different color.
Content Marketing and Engagement Marketing
In broad strokes, the former’s goal is to create and distribute content that the consumer considers relevant and which adds value that the consumer can use when deciding whether to buy. The latter, however, focuses on creating emotions through different sensory tools. These emotions will be the germ of future buying decisions.
We’re used to engagement marketing being related to campaigns focused on stimulating the senses. It’s been years since we’ve found it strange to see actions that stimulate taste, touch, or smell. However, we believe that games also provide engagement, with fun, that appeals directly to the sense of sight and hearing, and whose mechanics attempt to create emotions and stimulate the gamer’s loyalty.
There are many success stories with branded games. For example, at WiMi5, we can recount our experience in the sector thanks to a game we published just over a year ago, Pos Eso, thanks to some contacts with the producers of the eponymous film. Thanks to the great potential of our tools, the game was completed in two weeks, and in only three month,s had had 2,700,000 impressions and 1,275 installations just from the Chrome Web Store.
Another interesting success story of Branded mini-games is with KFC in Indonesia, which generated a conversion to quality leads of 36% and increased the webpage views by 11% of new users:
Benefits and Results
Branded games are a tool that plays a key role in marketing actions, since by combining them with other traditional instruments, making campaigns can be that much more successful. They also have the following advantages:
- They enable the gathering of names, emails, and other player data in order to create quality leads. Most games include some kind of competition or contest to encourage users to sign up to newsletters, product offers, and other data capturing methods.
- They’re easily personalized to keep in mind the target audience and the brand’s or product’s sector.
- They make creating commitment and loyalty to the brand easier, as well as helping to maintain it by reinforcing it with a fun, positive experience.
- They increase the click-through ratio (CTR).
- They also increase traffic to the website, encouraging interaction with it and at the same time increasing the time the consumer spends on the page. They also increase the number of “likes” on social media networks.
- They help raise sales with incentives like game codes and coupons.
- They help direct traffic from the website to the brick-and-mortar store should the company have those.
- They’re an ideal medium for launching and promoting new products or services in a more effective way.
- And they reward consumers for their loyalty, maintain the relationship with them.
The Added Value WiMi5 Brings
Creating branded games with WiMi5 brings technical benefits that allow a marketing campaign to get underway in less-than-average time. However, that’s not its only advantage:
On the one hand, WiMi5 is always going to have a free version of the tool that will allow anyone to create and publish HTML5 games that can be played on any device that has a web browser.
On the other hand, the structure itself of our game engine allows a game’s graphics to be easily modified, inserting logos and images of the brand or product.
If you’d like more information on how you can develop your idea, click here: http://wimi5.com/brands/
03/05/2016 / Markel Orozko / 0
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