How much is one minute of consumer engagement worth to your company? What about five minutes? Ten?
The number must be high. Very high. U.S. companies spent $14.89B on Facebook ads in 2018, despite the fact that 91% of total digital ad spend is viewed for less than one second. Digital ads hit their peak and now consumers just don't engage with them anymore
Social media marketing also produced very high ROI for companies in its initial stages, but now that 77% of brands use social media to reach consumers, that medium has become increasingly saturated and ineffective.
With it becoming increasingly more difficult to engage consumers with digital ads and social media, you’re better off engaging consumers with a more innovative approach. The best way to innovate and improve your engagement efforts is to turn your brand into a mobile game.
Games increase engagement because they’re in line with consumer preferences, and they give players control and variety. An increase in engagement is worth the effort because you'll create a deeper relationship with your customers and boost your sales.
Games engage people
Now that 77% of Americans own a smartphone, nearly anyone can escape from the mundane real world and indulge in the captivating world of games anytime, anywhere. People are playing mobile games more and more, and the numbers show it. An average heavy gamer now spends over 5 hours per week playing mobile games. The mobile games today captivate players for longer; they can’t get enough of the fun!
Side note: if you’re thinking all those heavy gamers are middle schoolers with nothing to do, you may want to pay attention to the next statistic. Female gamers aged 38.6 account for 52% of the heavy gamer population. Mobile games are a favorite pastime for people of all different ages, backgrounds and genders.
Games embrace consumers’ engagement preferences
Marketers focus on the use of social media and digital ads because they’ve embraced the fact that millennials’ engagement is highly dependent on technology, and that the other generations are the same way. Games fully embrace this consumer preference.
Another key advantage a game has over other media is its visual component. 72% of consumers prefer video marketing over written text marketing. Not only do games have the video aspect, but they also allow consumers to interact, make decisions, and control their own experience. The result of combining those elements is a group of fully engaged consumers.
Games encourage continuous engagement
There are some crucial differences between games and other forms of media that make games much more effective in promoting continuous engagement.
Games give consumers control
The structural difference that games give consumers control makes games more interactive than any other form of media. No advertisement can give someone so much power when interacting with a brand. Instead of forcing a consumer to look at a digital pop-up ad, leverage the power of games.
With a game, consumers will voluntarily interact with your products. They’ll create a relationship with your brand and feel much better about it because they made the decision.
Games give players variety
It’s impossible to keep consumers engaged for a long time if you’re supplying them with monotonous content. One of the 6 basic human needs is variety. People want new experiences, and if you can’t supply them with that, then they’ll find it somewhere else. An amazing benefit of games is that their nature inspires variety.
Not only is the experience unique to every player, but each playing session is unique to the same player. There are components of a game that vary from session to session: the challenges they need to overcome, the randomness of when certain events occur, etc. Combine that variety with the decisions a player takes in each session, and the result is an entirely unique experience.
Games promote loyalty
Games promote customer loyalty because they increase likability and trust. The prize system of your game will further encourage customers to keep visiting your stores. Players can win a prize in your game that can only be collected in the store and they can also earn additional playing credits and in-game rewards by visiting your store.
What does consistent engagement do for your brand?
Consistent engagement will boost your company’s sales and improve your bottom line.
Delightful experiences influence customers
When you delight your customers with a game, you improve engagement and influence them, as well. 65% of consumers find a positive experience with a brand to be more influential than great advertising. Providing your customers with a fun, positive experience demonstrates that you care about them.
Returning customers boost sales
When customers know you care about them, they’ll love you back, and your sales will show it! Repeat customers spend 67% more, on average, than first time customers. The increase in your sales alone will far outweigh the costs you put into showing your customers you care. So make the effort and reap the benefits!
High engagement is something you should always be striving for in marketing. With the steep decline in engagement through social media and digital ads, it’s time you find a better method to connect with your customers for an extended period of time. Connect with your customers through a game and you’ll increase engagement and improve your company’s bottom line.
Want to learn more about what games can do for your brand?