Advergames possess a lot of power when it comes to reaching customers and increasing sales. Some businesses have leveraged the power of games while others have found out it’s not the right tool for them.
Advergames are extremely versatile and can be used to represent brands in various industries and cities, but the truth is, there are some factors that indicate if an advergame is right for your brand.
Here are some of the indicators that we came up with:
Although using games for B2B marketing has some unexplored potential, as of right now, it’s much more suitable for B2C businesses. B2B businesses typically have a few buyer personas that they want to target. It’s inefficient for them to target a wide audience, because not that many people are in a position to buy their products.
B2C businesses, by their nature, have much wider audiences. And a big audience plays to the advantage of games. One of the amazing benefits of mobile games is that they connect with everyone — or at least 203 million Americans.
Games connect with so many people because they give every individual a unique experience. You don’t need to custom fit your game to fit a demographic. Avatar customization and virtual goods allow consumers to place themselves in your game and identify with it on their own.
With the recent changes in digital marketing, more and more companies are using multiple digital channels to connect with their customers. If your brand is on multiple channels, that’s an indicator that a game would be good for your business. Games optimize other marketing channels.
In terms of social media, a game can provide you with incredible images and videos, that’ll grab people's attention and spark their interest. 72% of consumers prefer videos over text marketing. All you have to do is take a video of your game in action, put it on social media, and you’ll entice your consumers.
If you’re having trouble getting customers to subscribe to your email or keeping them on the subscription list, a game could help you out a lot.
When players download your game or access it in your loyalty app, they’ll inevitably give you their email address. Consumers will gladly give over their email address in exchange for a game, whereas other content may not be as enticing.
Players will also be more likely to stay subscribed to your email. Send players game updates, product promotions, and other news about your brand. Players will likely find it more relevant than non-players because they engage with your brand more.
Want to communicate a message
If consumers don’t know your brand’s personality well, use a game to educate them in a delightful way. If you build a game around your brand, you can use custom colors, music, and other game features to communicate your brand’s personality.
Stop letting consumers think that your brand is just like the rest. If your brand wants to break free from industry stereotypes and gain loyal fans, increasing brand awareness is a big step in the right direction.
This may sound a bit strange to some, but games aren’t limited to just light-hearted messages. Games are educational tools that can be used to teach anyone about anything because they speak a language of their own.
Super Mario BP Oil Spill is an excellent example of a game that was used to educate players about the nasty effects the spill had on sea life. Chipotle made a game where players had to spot the difference between two pictures, in efforts to educate their audience of healthy food production.
Want to increase loyalty app engagement
There’s an epidemic going on in the world with loyalty programs — nobody gives a damn about them. Over half of loyalty memberships are inactive. It turns out gamification marketing hasn’t been as effective as businesses were speculating it would be a few years ago.
That’s because gamification takes the fun parts out of games and just leaves the shell around things that are really boring. Is flying to collect miles really fun?
Instead, it’s better to leverage the power of games and significantly increase engagement. We put a branded game into one of our client’s loyalty apps and witnessed that in the game’s first month, players used the loyalty app twice as frequently, and for double the amount of time, as non-players.
This comes as no surprise when you find out that heavy mobile gamers play over 5 hours of games per week. These people — the average heavy gamer is a woman around 38 years old — don’t need a lot of convincing to engage with your brand, if it’s through a game. They’ll happily commit their time, even though the average attention span is just 8 seconds because they know they’ll get a fun experience in return.
These indicators will give you a better idea of whether an advergame can help take your brand over the top. Of course, you don’t want to invest in something that’s not right for your brand, but what’s even worse is not investing in a tool that can significantly increase customer loyalty and sales.
If you want to better understand the benefits an advergame will produce for your business, or if a game is right for your brand, schedule a free consultation!