Successful Advertising Games Techniques
According to a Wall Street Journal report, advergaming is projected to generate $4 billion in revenues by the end of 2008, and the report states that companies using advergaming believe the gaming audience is more open to in-game advertising than web surfers and TV watchers. This statement is backed up by a November 2005 Nielsen Interactive Entertainment study that found 50 percent of gamers said in-game ads make games more realistic, while only 21 percent disagreed. Marketers and advertisers wishing to use advergaming effectively must remember some important factors when employing advergaming as a marketing tool.
Be sure to incorporate both online and offline channels into your distribution plans. For example, promote an online game by printing the website URL on product packaging, within promotional materials, or by mailing out a CD-ROM. Consider non-traditional forms of distribution like podcasts, cell phones and VOI avenues.
Though online gaming is the most popular choice for advergaming promotions, don’t forget about “old-fashioned” console and PC gamers.
Saturate the game as much as possible with the brand name, product features or services. This allows you to better understand how separate targeted customer populations respond to different product features. Let your gaming customers choose different colors or options within the game.
Always ask users to register so that they can customize their games before they are allowed to participate in a game – you’ll gather information for both winners and losers, permitting you to build an opt-in database of pertinent information. The more interactive your gamers, the more likely they are to return, building product and brand loyalty and recognition.
Use no-download flash games. Players don’t have to worry about using vital permanent storage space on their computer systems and become more quickly involved in a game.
Post high-score names for contests and individual games.
Use instant-win and scratch-off games requiring completion of online data capturing forms for prize redemption.
Encourage “viral marketing.”
Use competitions or tournaments to promote repeat visits. Include the ability for users to send email invitations or challenges to friends. Players want to be able to experience the excitement of playing for cash and prizes with no risk and no interruption, so email purchase promotion materials like coupons, discounts or other incentives. Offer advergaming players a variety of online, PC and console gaming opportunities, and you will experience branding and lead generation, key benefits for business participation in advergaming marketing promotions.
