Branded gaming has become a part of the digital landscape in the last few years, and it’s an area we here at Matmi understand perfectly. We’ve been creating branded digital games for brands for over a decade, and we know that a well-designed, branded games are one of the most cost effective ways to engage and communicate with customer, old and new. Here’s a few reasons why we think they are ace!
Have a think about how much a TV ad costs to produce. Not only is there the cost of the ad, the editing, the media buying and all the rest. Whatever way you cut it, it’s going to cost hundreds of thousands to make something special. Then take that cost, divide it by around 20 and you could have a unique, creative, digital solution that actively engages the audience, and will see them actively coming back time and again.
Take Vimto as an example. We developed a full interactive website which included a range of online games that have been played millions of times, and continue to generate interest over a year after release. Our ‘High Dive’ game has been played over 3.5 million times. That’s 3.5 million people who actively played a Vimto advert.
We don’t know of a TV advert that can raise that kind of awareness.
Now let’s think about those 3.5 million players some more. Another huge advantage of branded games is the positive, fluffy feeling they create. You can get millions of people repeatedly playing your game, and having fun. Those 3.5 million plays equates to nearly 250,000 hours of eyeballs on your brand.
What about great ROI?
If we look at all the games Matmi have developed, one similarity sits across them all. They’ve all been developed to not only be great games, but to act as traffic drivers through to our clients websites. And when we’ve never experienced less than 7% click though rate, it’s easy to see that they have all performed well. In fact 7% is the least you could expect. The highest click through rate we’ve seen was a massive 33%! 33% of millions of players means a lot of fresh eyes coming through to what you offer.
Show me the Money!
A branded game can also generate revenue. Not just in terms of raising brand awareness and pushing a commercial message, it will do that as standard, but actually making customers spend their hard earned £’s and $’s as a by-product of playing a game. Take the award winning Optathlon campaign we developed for United Airlines alongside BD’M.
We developed 5 online games, and 2 mobile games that went viral around the world, helping to promote UA’s range of travel options. The clever bit was in giving away a range of instant win prizes, ranging from flight discounts to free upgrade options. It was these discounts that encouraged the games millions of players to fly United Airlines, a simple promotional campaign that they felt help raise millions in additional revenue. Not bad for a simple branded game.
And the great thing is, these games keep on giving. Even though the competition element ran for six months, the games are still downloaded, and played by thousands of people online every day. So United Airlines still benefit from all the points we’ve made above, nearly two years after the initial campaign ended.
As memorable as some TV adverts can be (simples!), they do not go ‘viral’. This is where branded games come out on top. Matmi always create fully integrated social systems into our digital products. This helps the spread of the games through people sharing scores, UGC, pictures etc. via their favourite social networks.
Get it right and the players naturally become your brand advocates. Research has shown that brand recommendations made by friends have a greater impact on whether they will buy their products over a competitor. Nielsen’s latest ‘Global Trust in Advertising’ report repeats findings from previous years. They show that the most effective and trust worthy source customers listen to are recommendations from friends.
With modern digital tv set-top boxes and on-demand becoming more popular, people are skipping adverts whenever possible reducing their effective ROI. Jumps made in the technology sector have opened up huge possibilities for creative cross-platform solutions for marketing brands.
Branded games provide the opportunity to create something unique and memorable. They have the potential to not only increase brand exposure and actively engage the audience but also can deliver revenue in their own right (e.g. in-app purchases). A branded game can be truly social and can be spread virally with little promotional costs compared to traditional advertising.
For more information on what Matmi can do for your digital design needs:
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