"Let's Play a Game -- Best Brand Practices in Social Game" at ad:tech New York 2013
NEW YORK – A MediaBrix executive at ad:tech New York 2013 said that brands should integrate into existing games to reach a broader audience in a helpful manner rather than create brand-centric games that hinder scope.
During the “Let’s Play a Game — Best Brand Practices in Social Game” session, the executive discussed how mobile gaming is on pace to dwarf other platforms such as music and film, with 162.4 million United States consumers expected to be engaged by 2015. Mobile gaming advertisements have 30 percent higher click-through rates than conventional digital ads such as banners and 83 percent of consumers are open to integrated ads in return for free gaming content.
“The misperception is that gaming is two audiences,” said Ari Brandt, cofounder/CEO of MediaBrix, San Diego. “One being moms at home trying to kill some time, and then boys in underwear playing console games.
“The reality is social and mobile gaming engages everyone from businessmen and retired people to every demographic in between,” he said.
“This is a unique audience that is highly engaged in a lean-forward environment and has a very positive mindset when playing games.”
Heroes and fans
Mr. Brandt stressed that mobile advertising can not be treated like other forms of media. Banner, display and interstitial ads are out of the question as users perceive these as intrusive.
“When user are playing games, brands should play alongside, not intrude on their space,” Mr. Brandt said. “Everything that the brand does during the course of the game should add to the game experience not take away from it.”
“Let’s Play a Game — Best Brand Practices in Social Game” at ad:tech New York 2013
For example, brands can use an ad that is attached to free content when a user is stuck in a situation. The game is able to sense when a user is stuck and brands can come to rescue by providing a way out.
In doing so, the brand’s image becomes associated with heroism. Since only three to five percent of users actually pay for in-app updates, this option provides a capacious opportunity.
Also, users can deploy ads to celebrate user achievements that unlocks special content. Ninety percent of consumers engage with brand rewards, according to Mr. Brandt.
Mr. Brandt discussed how Lexus opted into the mobile game Draw Something by letting users draw Lexus models and generated 20 years’ worth of engagement in seven days.
However, some luxury brands have not shown a predilection for mobile gaming.
“Some luxury brands don’t see the environment as the right environment,” he said. “Playing a game doesn’t always coincide with luxury goods in the minds of luxury marketers.”
Going alone
Although luxury brands, as a whole, have been slow to pick up on mobile gaming, some brands have ventured into the burgeoning platform.
For instance, Toyota Corp.’s Lexus has secured a permanent spot for its IS 350 F Sport model in the popular Electronic Arts mobile video game Real Racing 3 that will reach a dedicated gaming cohort of car enthusiasts.
The IS model will be featured in two races within the game, giving fans time to observe the vehicle’s traits and develop an interest (see story).
Also, Swiss watchmaker Tag Heuer expanded its social media outreach with a new application available on its Facebook page that likely attracted the attention of younger consumers while promoting the limited-edition Tag Heuer Aquaracer Glacier Express timepiece.
The watchmaker’s “Mystery on Board” social gaming app, created by French social media agency KRDS, is available via Facebook for desktop, smartphone and tablet users (see story).
While it may seem that creating a branded game is the ultimate way to immerse consumers, it often comes to fruition as a mirage that fails to meet engagement expectations.
“A brand creating a game is filled with a lot of traps,” Mr Brandt said. “It is extremely hard to get scale and distribution.
“Depending on what you’re trying to do, you can end up spending a lot of money and not getting a lot out of it.”
Final take
Joe McCarthy, editorial assistant on Luxury Daily, New York