Article

Rowan Heasley
Rowan Heasley 11 June 2015
Categories Content, Mobile, Social Media

Engaging People With Branded Games

Achieving exposure and engagement for your brand amidst the tsunami of information that sweeps through the internet is

Achieving exposure and engagement for your brand amidst the tsunami of information that sweeps through the internet is no easy feat for marketers of today.



To be successful, they need to find ways to stand out

Successful marketers need to find ways of standing out without blowing the budget on massive advertising campaigns. To succeed you need to not only create brand awareness, generate and nurture leads but to engage your target audience people in order to retain customers and generate sales.

In a recent CMI/DMA UK survey, 91% of UK marketers cited ‘engagement’ as an organisational goal for their content marketing efforts, yet 51% of UK marketers said that producing engaging content is a challenge.

Content marketing is a popular way to attract and retain customers as well as improve SEO, it has however largely been limited to Copy. Written copy is brilliant and works well but it also means that marketers need to be consistently creating and curating relevant and valuable content that is generally only read or skimmed through once per consumer. Images and videos which are also often used as part of the Content Marketing Strategy are valuable and work very well but it is an ongoing process curating new content that requires constant fresh ideas.

Creating games as part of your Content Marketing Strategy can help tremendously with that process as you are creating content once, and it can be played over and over by each consumer staying consistently relevant.

The UK is a nation of gamers, claims a Guardian article based on a study by the IAB after interviewing 4000 residents; with 52% of gamers being women, a rise from 49% three years ago.

More people over 44 years old are playing games (27% of the audience) than children or teenagers (22%) which for many brands the over 44’s would be their target audience sweet spot.

Overall the gamer audience of the UK stands at 33.5 million Britons or 69% of the population and they spend on average 6 hours per week playing games.

But according to the IAB, one of the most interesting discoveries through the 4,000 surveys and 20 in-depth interviews that contributed to the findings, was the immersive nature of the medium. Researchers found that, when UK gamers are playing, they give their full attention.

The many uses of games by various companies to achieve business objectives is another strong factor for choosing a game to be a part of your campaign or content marketing. Some of the significant business uses of branded games are:

  • Engagement and brand loyalty enhancement
  • Brand Awareness Creation
  • Market Research
  • Conversion and Retention
  • Training and Education

Branded games are a non-intrusive form of advertising that promotes appreciation and engagement with consumers.

With the right promotion and game you have the potential for it to go viral generating far more sessions than the original target goals and without increasing your initial budget to do so.

Read more on the Penguin Perspective Blog


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