Why a Branded Game is good for business

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!

Cost Effective

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.

Positive Engagement

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.

Going Viral

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:

PHONE: 01625 560771

EMAIL: info@matmi.com

Web: http://ww.matmi.com 



26 Elements of a Gamification Marketing Strategy

Games are everywhere.

More and more businesses are using gamification to create brand awareness and drive user engagement.

Gartner, Inc. predicts that more than 70% of Global 2000 organizations will have at least one gamified application by 2014.

In the last few years, we’ve also seen an increase in the number of companies that deliver gamification services and solutions including BunchballBigDoor Media,Badgeville and Gigya.

“Gamification typically involves applying game design thinking to non-game applications to make them more fun and engaging.”

Mini Matmian ►

A great breakdown of all the nuances you need to consider when applying Gamification to your marketing strategy.

See on socialmediaexaminer.com

Playing with Project Management - RedCritter Tracker

RedCritter Tracker

A startup called RedCritter turns software development into a game.

U.K.-based game development company Matmi began using Tracker a few months ago. While it’s too early to tell if it’s had a positive effect on the bottom line, the software has allowed more visibility into what programmers are actually doing. “Not only can we monitor how the project is going, and make amendments to hit deadlines should any issues arise, but [Tracker] allows the whole team to claim their involvement in the project and show them how important a part they play,” says James Tibbles, head of development at Matmi.
Via technologyreview.com

New Google Search Update Could Spell More Trouble for Business Websites


If you don’t update your business website very often, you may want to rethink your online content strategy.

A little more than eight months after unveiling “Panda,” an update to Google’s search algorithm that puts a higher priority on high-quality content, the search giant has announced a new update that aims to provide users with “the most up-to-date results.”

Specifically, Google says the update will impact searches for recent events or “hot topics,” regularly occurring events, and searches for information that changes often but isn’t necessarily a trending topic or recurring event.  

Via www.entrepreneur.com

Jeff’s “Better Business” pitch turns up the volume

Cass Business Shool

The Chief Matmian’s latest speaker engagement was at the CASS Business School on 7th Sept and the “Build a Better Business” event for yet more budding entrepreneurs to learn how to be businesslike.

CASS let on that Jeff had deliberately been scheduled in the ‘graveyard spot’ after lunch, and yours truly made the mistake of letting Jeff know. So, unbeknown to the 200-strong audience and business glitterati on the day, Jeff set the volume control on the sound system to MAX during lunch – and no-one was any the wiser until….


(the Optathlon campaign music) comes blaring over the sound system, causing everyone in the room to literally jump out of their seats – except Jeff, of course. He smiles sheepishly and apologises, knowing full well that he’s not at all sorry now that he’s broken the ice and has the attention of the whole room focussed entirely on him. Genius (and think what it would be like if I put him through some presentation training*).

Sticking to your knitting

Having been through CASS Business School’s management training, Jeff was there to expound the virtues of one of the 7 Pillars of CASS’ “Build a Better Business” programme: Sticking to your knitting. Completely ironic for someone with a brain on fire at 1500 degrees 24×7 – but he did it. Speaking from the heart, the audience were highly amused to hear that Jeff thought himself a “rubbish MD” and “couldn’t understand how Matmi is still in business 10 years later, knowing what I know about business now.”

But the twist is that Jeff is sticking to his knitting, doing what he does best and delegating the running of the business to people who are much better at it. It’s working really well too – and that’s not me saying that. Here are a selection of comments on twitter since Jeff blew the speaker cones:

- “@Matmi Loved your talk at #freshCASS today Thank you! < - “Some of the inspiring people who spoke at #freshcass @HelenHolland @thetablecafe @Matmi”
- “Thank you for a great day. Loved @iamlaramorgan, @chiefgorilla and @Matmi So much to consider now”

Just bear in mind that Jeff is being compared to Tristan Mayhew of Go Ape, Helen Holland of The Reptile Group and doctorate in business, Lara Morgan - all well known and highly successful business people of our day.

“Websites are dead!”

Apart from Jeff’s scruffy attire and devil-may-care attitude, his inflammatory comment that “Websites are dead” probably also stuck in people’s minds (see separate post). Twitter’s been alight with that too – which LeSambo is dealing with while Jeff has a day off (I told you he was sticking to his knitting…).

So where can you see our graveyard pitcher next? (In fact, should that be ‘hear’ rather than ‘see’?) Judging at the

 Social Buzz Awards in Glasgow in 3 weeks time, and speaking at TEDx in Liverpool in November, plus a couple more speaker slots to be confirmed. TEDx sold out of tickets this week – which I doubt is all to do with Jeff – but he has an amazing concept to pitch there, so watch this space (and grab yourself a ticket – fast!)

Gerard, Laura, Sue and all the team at CASS – a pleasure working with you again – and I hope you got lots of new entrepreneurs signing up. What? They ran away with bleeding ears? Mmmm – don’t let a geek near the volume button then….

Hope you all enjoyed,

Penny (Nano Matmian)

* People, there is absolutely no way I am training Jeff as a speaker, it would be a tragedy. And anyway, Matmians + PowerPoint = Never In This Lifetime