20 Days, 20 tips. The first month of Games for Growth roundup

Jonathan Bailey

Written by Jonathan Bailey

 On 9/2/19 12:47 PM



Inspired by the book 100 Days of Growth, we decided to follow the tips to grow our company, with a playful twist where possible. It is now 20 days since we started and 20 tips later. It was a grueling month, but we are already seeing some amazing results; from extra web traffic to new projects. We are learning a lot too: better headline writing, how to get more attention to blog posts, how to use campaign links.

To read more about this project, you can check out 100 Days of Games for Growth where we introduce this project.

Here follows a summary of what we did over the last 20 days.

Tip #1 The Free Company T-shirt

As an example of a non-digital advergame, we turned our company T-shirt into a word game. In our post Non-Digital Advergames, we give examples of how other companies have used non-digital advergames to promote their businesses.

100 Days of Games for Growth, the first 20 days-1


Tip #2 The Welcome Email

Instead of an email, we built an experimental game to welcome new subscribers to their blog. To check out the game and receive updates from our game marketing blog, subscribe here.

Tip #29 The Top Posts Digest

In the last 4 months, we wrote a lot about advergames and the role they play in marketing. Read Top 10 Posts Digest (April 2019 to July 2019).


Tip #5 The Education-Focused Email Series

In our post Using games to educate your customers, we explain you can use games can to educate your customers on your product, services, or brand.

We did build an email series too! If you prefer traditional media, you can sign up for Advergames 101, a weekly email course that will introduce you to the concept of advergames.

Tip #6 The Promise not the Features Headline

Tip # 6 is to use a website headline based on your brand promise, not your product features. Games can be used to explain your brand promises through play and engagement. To demonstrate this, we made a game that explains one of our brand promises: that you can reach more customers using games.

Play Advolution.

It’s still a prototype and we would love your feedback. You can also read How games explain brand promises.

Tip #7 The Lean Landing Page A/B Test

A/B testing has been a cornerstone of direct and digital marketing for years. Because games can be modified programmatically, it is possible to do A/B tests not just on the structure of the game, but also on its contents and game design. For a video ad, to change the demographics of a character to do A/B testing, you need to record several versions of the ad, making it very expensive. In a game, characters can be replaced relatively cheaply.

We explore how to use A/B testing in advergames in our post How to use A/B testing in advergames.

Tip #8 The Quick Feedback Request

To implement this tip, we asked players of Circle K’s Spin & Win to give them feedback in 100 words or less inside the game.

Although in-app feedback is common nowadays, it is not used often in games. One reason is that players are usually asked to leave a review on the game’s store page. This boosts the game’s number of ratings and therefore serves a double purpose: feedback, and signaling popularity. So while in-game feedback does not have direct promotional value, we learned that the response is extremely high.

We got a lot more responses than anticipated; so far we got more than 22,000 responses. The vast majority were positive, and it was packed full of valuable feedback, especially to the company.

If you are serious about collecting feedback, in-game feedback gives you way more results.

Tip #9 The Personalized Call to Action

In Call-To-Action in games, we talk about using CTA’s in games and the unique incentives that games provide.

Tip #10 The Handwritten Thank You Letter

To say thank you to our clients, we developed a custom game for each of the people on their teams that we work with. It’s a word search game with words that describe the qualities of the people they worked with. And of course, it says thank you! We also wrote more about Personalization in games on our blog.



Tip #11 The “Get Right To The Point” Landing Page

We implemented a ‘get right to the point’ landing page that only included their offer and a call to action, and we set up an A/B test to test it against their current home page.

Tip #12 The Lean Social Branding Design Technique

Tip # 12 is to create consistent brand graphics for your social media accounts. Social branding is one way to extend your brand, a magical advergame is another.

However, advergames are typically dull because they focus on promoting a product and not on delighting players. There are some brands (for example Coca-Cola and Air France) who have created magical experiences using a game. The results speak for themselves, so why don’t businesses invest more in making games that provide players real value?

If you want to learn how to build magic around your brand, read A magical version of your brand.

Tip #13 The Screencast Product Demo

Games are great vehicles for promotions that use prizes. Games increase participation, prize redemptions, and positive feedback. To implement Tip #13, we made a screencast that shows how their game works behind the scenes to set up and manage prizes.


Tip #79 The Better Email Signature Hack

To implement this tip, we designed new email signatures and started to use them.

Tip #14 The Promotion-Driven Godzilla Blog Post

The Promotion-Driven Godzilla Blog Post is usually 2,0000 words or more and is packed full of tips, resources, and other useful information.

At Plinq we’ve had dozens of discussions with clients whose first instincts would lead them to make some common mistakes that would doom their project. So, we compiled this list of the 50 mistakes to avoid when you commission an advergame for your company. If you’ve ever thought about making an advergame, this post is for you.

We also spend more on promoting this post than we normally do. In addition to sharing it on our usual channels, we also asked some contacts personally to share it. We wrote a summary article for Gamasutra (which is a high-traffic game development web site). We also contacted some bloggers in the digital marketing space to share the post, and submitted the post to some aggregation sites.

Tip #16 The Editorial & Social Calendar Strategy

Implementing an editorial and social calendar strategy brings consistency to your posting, helps you save time and forces you to think about what content will be interesting to your customers.

We used our Godzilla blog post Avoid these 50 mistakes when you make an advergame as the foundation of our content and scheduled 50 tweets (a tweet for each mistake) over 10 weeks. We use HubSpot to implement our social media calendar.

To read the tweets, you can follow us on Twitter: @PlinqGameAgency

Tip #84 The Conversion-Driven About Page.

Tip #84 is to create an “About” page that converts prospects.

We gave our “About” page a revamp by making the messaging more targeted to our customers, including adding more powerful social proof statements and adding a bio for each of their founders.

Check out the new About page.

Tip #98 The Industry Report

To implement Tip #98, we created an industry report with the latest statistics of people that play mobile games. Download Mobile Game Demographics 2019 (it’s free!).


Tip #27 The Free Ebook / Resource

Creating a free ebook is great way to build credibility as an expert and to capture more leads. To implement this tip, we updated and improved our ebook ‘The Power of Advergames’.

We received several requests from universities to use our ebook as a resource in their course material, so its use already extends beyond sales.

Download The Power of Advergames.

Tip #18 The Trigger-Based Customer Email Series

The Trigger-Based Customer Email Series is used to nurture leads and strengthen relationships with clients.

An existing email series is triggered when a visitor downloads The Power of Advergames ebook. For Tip #18 we improved their trigger-based email series by rewriting headings, beefing up the content, and including newer resources.


We look forward to see where this project will take us in the next 20 days. Stay tuned! If you want to follow us on the rest of the journey, signup for email updates here:

Follow our journey!