Have you considered using mobile Web games in your marketing or advertisements? If not, then you should seriously consider it--now more than ever.
And before you ask, yes, they work even in so-called “boring” industries. Customers love playing games, especially on mobile.
Mobile is now a major channel for customers to engage and interact with companies--on the Web and social media, through apps, and via advertising. In fact, 32% of mobile usage involves playing games. The average mobile user plays mostly games on the smartphone, with Facebook at 18% and other social media at 6%.
So if you can combine games and social with your advertising message, you have a powerful and memorable tool to get your message across. With HTML5 coding, online games have never been easier to create and launch--and you can track the results of your game marketing efforts across multiple platforms.
Although no one can guarantee results, games have been shown to generate great marketing results and provide a fun, exciting way for consumers to engage and interact with a brand.
Here are seven benefits of using games in your marketing strategies:
1. High engagement: Games have regularly achieved an average of 86%to 90% engagement rates. For a company using a game to promote its brand or product, this brings engagement and interaction simply by using the game format.
2. Permission-based: Marketing has moved from an outbound, interruptive activity to becoming more permission-based and customer-led. In response, marketers have invested more in content and inbound marketing to “pull” their audience in and generate new leads.
A game is another piece of content that is completely permission-based, fun, and interesting. Players can then choose whether to opt in with their contact details to rank on the leaderboard or enter a competition.
3. Social-media friendly: An online game can be shared on social media networks. This is valuable as a high percentage of users are accessing social media on their mobile devices and online in general. A game that is able to combine fun play on the move with social sharing can help share your marketing message to your audience and their friends.
4. High conversion rates: Games are a unique piece of marketing content, mostly because they’re not seen as marketing. Your game has to be fun and engaging, of course, so customers and prospects can play the game and try to increase their scores. The use of leaderboards to encourage data capture or the use of the game as part of a competition or promotion also helps to generate good conversion rates.
5. Fun: Games are fun and enjoyable. They don’t feel like marketing or work, so for players they’re a great way to pass the time for free. Getting your marketing message into a game format can provide your audience with some fun and stimulate interest in your brand message, getting them to want to find out more about your company or promotion.
6. Multiplatform: Online games are multiplatform. With recent advancements in HTML5 technology, they can be viewed and played on desktop, mobile, and tablet. Games can be shared and played from anywhere without the time and expense of creating and distributing games through app downloads or platform-specific formats.
7. Affordable: Not long ago it would have cost a lot to get a game created for your business. This would have been designed and coded from scratch and might have taken up to three months to be delivered. This time and cost meant that only the largest brands could afford to use games in their marketing.
With HTML5 games and with the use of customizable templates, the cost has dramatically reduced so that they can be created faster and cheaper. More companies can gain the benefits and advantages from using games in their marketing.
As customers use mobile more to connect with brands, they expect mobile-friendly and fun content to engage with. Given that games are a major activity on mobile, creating your own branded games is a great way to promote your business or product.