The Gamification levers allow you to create empathy with people, a very effective strategy in recent years to tell brands or products.
“Technology is changing advertising, consumers no longer suffer from whatever message is sent to them. We need to find ways to reach users without boring them.” Bill Gates
Advergame: Marketing Goals
The marketing objectives for which forms of Advergame are used can be varied, here is a list that tries to summarize.
Develop brand awareness.
Promote or launch brands and products.
Association: create brand associations
Brand / Product Reminder: Make it easier to remember the brand with the UX.
Loyalty: building a lasting relationship with the target.
Profiling: create a database of potential customers.
Drive to site: increase website traffic.
According to the objectives Advergame can take different natures: Edugame, Product Game, Brand Game, Game Experience.
More generally, these are games that encourage users to reflect on social, economic and political issues. For example “TuboFlex” http://www.molleindustria.org/it/tuboflex,
or “TamAtipico” http://www.molleindustria.org/it/tamatipico, which deal with flexibility and the Italian precariousness;
or the game “Embrioni in Fuga” http://www.autistici.org/molleindustria made on the occasion of the referendum of June 2005 concerning the prohibition of research carried out on stem cells.
Therefore, video games represent an excellent communication channel, both for advertising and advertising specific products or brands and for conveying specific ideas and projects.
The Advergame today becomes a very interesting touchpoint to be integrated into a strategic Marketing Mix plan, to offer its customers or potential new ways of dialogue with the brand and products.
As we have seen, there are different levels of Advergame and it is not a path that all companies can take. The question to ask is: “Could my brand / product communicate with my audience through game dynamics?”. If the answer is YES, the suggestion is to plan objectives and type of game that can be developed with an effective strategy and creativity.
Pros And Cons Of Advergaming
Let’s discuss a little about advergaming advantages and disadvantages.
- High cost: Even though the price for creating a mobile game is definitely lower than it was before, you should know that advergaming and mobile advertising will bring a relatively expensive campaign. On the other hand, instead of paying a high price for intrusive ads which drive people away, you should reconsider your strategy and invest your money into a more user-friendly technique.
- Demands creativity: Users won’t be interested in your game if it is boring and the gameplay is similar to the other 100 games they’ve played before. So, with your mobile advergaming, you need to leverage new technologies in order to convince them that your game deserves their attention.
- Requires promotion: Yes, it seems awkward that you have to promote your ad because you created it for promoting your product. But you need to be aware of a certain fact. If you built a game it doesn’t necessarily mean that millions of users will start playing it in the next second. After all, a game is a game even if its purpose is to connect players with your brand. It still needs marketing!
- Increase brand awareness: This is the main advantage. Advergaming allows users to interact with your product. Now, don’t imagine that they will go to the store to buy it immediately after that. But they will know about your brand when they need it. Moreover, if the game is engaging enough and you implement social elements they will definitely talk with their friends about it.
- Suitable for any business: Another positive aspect is that advergames work for every industry. It really doesn’t matter if you promote food or tires or beauty products! It all depends on the game created. If users enjoy playing it and you focus on increasing conversion rate then you have big chances to reach the wanted success.
- Long-term results: While with a regular ad, as soon as the campaign is over customers move on and forget about your product, with advergames things are different. They will remain on users’ devices for a long time. That small icon has the power to remind them that your game is extremely interesting and your brand’s worth their attention. In fact, users know that your game is actually an ad but they don’t care because they are having fun with the characters you created based on your products.