It’s been a couple of years since we launched our very first free-to-play fishing game CarpCraft. In that time we’ve spent countless hours refining and fine tuning the in game economics, balancing gameplay mechanics and generally making a fun game that people love to play.
In our previous post we talked about the ubiquity of games and how the demographic of people who play games is so widespread that there is virtually no target market that cannot be hit with a game.
But it’s not all about demographics. Here are 3 reasons why it’s a good idea to use a game to promote a brand.
High Engagement & Conversion Rate
Posts on social media, even for big successful pages still regularly achieve engagement rates lower than 10%. However games regularly have an average engagement rate of 86% to 90%. If you apply that to a game you are using to promote a brand then that same number applies to brand engagement. Due to the very medium of games brand engagement is successfully achieved simply by the act of the user actually playing the game.
Games are also unique in that although they can be used to promote a brand they are not infact an advertisement. Therefore it is more likely that your audience will be willing to participate. Incorporating competitions or promotions can also turn that high engagement into a high conversion rate, converting players of your game into customers.
Social Media Friendly
Social features are common place in games. Not only are users used to the idea of sharing on social from a game but they are also likely to actually want to do it. The competitive nature of sharing your score is something that people find compelling.
Even if the player isn’t directly competing with a friend if they have beaten their own personal best, high score or beaten a really hard boss fight they are still likely to share just to show off to their friends. This allows you to get your marketing message out to your audience whilst also expanding your audience via the player’s friends.
Potentially the most appealing thing about a game is that games are fun and enjoyable. They don’t feel like a piece of marketing and to most people playing a game is a great way to pass the time. A player having fun whilst interacting with your brand in a game will make them want to find out more about your company and they get to enjoy themselves in the process.
All in all using a game to promote your brand suits the more modern permission based customer led approach to marketing that pulls your audience in via great content instead of reaching out into the ether. Creating a fun and engaging experience will make people want to interact with you and also greatly increase repeat / regular users and connecting to social allows for huge potentials in audience growth when combined with the right campaign.
Thanks for reading :)
Your friendly neighbourhood game developer,
Gaining traction on social media can be tricky and getting someone to click on a link can be even trickier. As we all know a great social media strategy is key in raising brand awareness and finding new customers / users, no matter what business you’re in. Identifying what resonates with your target audience enough to keep them engaged is almost always at the centre of a great campaign.
Monetary incentives via discounts? Sure. Pop culture references? Of course. Keeping up to date with what is topical and trending on social and reacting to that with your content and / or strategy. All sound practices.
But what if there was a way to combine all of the above in a way that your audience will enjoy so much they’ll want to spend more time on your site and perhaps even go out of their way to share their experience on social media?
Well a game could be the most effective solution you’ll find.
Games have come a long way since their inception with pong in 1972.
Over the last 44 years games have rapidly evolved from a somewhat bizarre niche pastime to the world’s premier form of entertainment. In 2014 the global revenue for games was estimated at $83.6 billion (Polygon). Meanwhile, according to the MPAA, in 2014, the movie industry worldwide grossed $36.4 billion (MPAA).
2013’s top selling game (GTA5) took a mere three days to reach $1 billion in sales making it the fastest selling property across all forms of entertainment. Put into context the global music industry makes approx $1.4 billion in sales each month.
What Does This Mean For Us?
Well put simply, it means that in all likelihood games could well be the most ubiquitous form of entertainment your audience enjoys.
But games are just for kids right?
Recent studies from the ESA (Entertainment Software Association) show the global gaming market being composed of almost equal parts people aged under 18, 18-35 and 36+; not to mention being 45% female and 55% male. There is almost no target market that can’t be hit with a game.
Whether it’s in a browser or an app there is no doubt that a user physically and emotionally interacting with a brand dramatically increases brand recognition and user retention more than conventional marketing materials.
If a user wants to beat their high score in a browser game then they are going to stay on your site until they do so, instead of when they have gotten the information they need. Therefore increasing the amount of time they are spending engaging with your brand.
Games can also create a huge advantage on social. Users sharing their score allows you to easily generate viral content for your social media marketing campaign.
Plenty of agencies out there have the ability to make their own games but games are our speciality. It’s what we do and have being doing for some time now. Our passion and experience creating games will enable us to accomplish your vision and achieve maximum impact within your desired target market.
Talk to us about how we can level up your digital content creation and set a new high score for your clients.
Our HQ is in Fleetwood, Lancashire and we have satellite offices in Leeds & Manchester so if you would like a chat or meeting then please call us on 01253 777155 or email firstname.lastname@example.org and we will be happy to come and visit your agency and show you what we can do.
Alternatively visit http://www.zxdigital.com/games-for-brands/ for more information.
Thanks for reading :)
Your friendly neighbourhood game developer,
From today, 4th August 2015, 4DX Media Ltd will be rebranded to ZXDigital Ltd. The new name is to better reflect the wider range of digital activities the company is now involved in outside of traditional media publishing websites.
ZX Digital is involved in website development, app development, game development, viral content creation, lead generation, bespoke IT systems, music creation and video creation.
Managing Director, Steve Barnes comments “These are exciting times for us as a company with a new name and sense of direction. It’s been a very busy couple of years diversifying our business activities. We are very much looking forward to growing ZXDigital and we will be making some big announcements over the coming months.”
Zxill is the first title of our in-house indie development team Polyquest and will be published by ZX Digital. We’d like to say a huge thank you to everybody who voted for the game and we’re looking forward to announcing early access details in the coming months.
We asked Nick our games development manger what this means to him “I feel honoured that the community has given us the opportunity to bring Zxill to fans of the fantasy, adventure and RPG games I grew up with. The idea for Zxill has been something I have wanted to do for a long time, not just from a developers perspective but as a gamer I have wanted a game like this for years. It’s just great to hear that a lot of people out there feel the same way.”
In the mean time you can find out more about the game on Steam. Exciting times ahead!