HOW TO USE GAMING

FOR BRANDING & MARKETING CAMPAIGNS

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&/msp

Gaming in recent era is the most engaging content. Gaming can get

a user to be addicted for a really long period of time. With 'in-movie'

marketing becoming too much of an

" into- the- eye" format of marketing,

games are latest media that is being

explored by marketers. Here are 5 ways

in which marketers are exploring the

gaming arena to reach out to their

customers.

Market Research usually ends up being one of the monotonous acti v i ti es before any mark eting campaign. Current research methods such as Depth interviews or Surveys are still not robust enough to capture users correct reaction from the user. Engagement in terms of gaming really helps capturing the correct reaction of user in specific situations. Companies such as Sony Music , Al l ianz Insurance, Hienz etc have s tarted us ing Gamification facilities provided by lot of Indian Gaming companies to know the demographic and behavioural aspects of user under defined circumstances.

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In Game Branding/purchases

Racing games, teen patti, rummy etc all of them have endorsed different brands to be a part of their game. Just before fast and furious 7 the latest the BMW car was launched on one of the racing platforms. It not only excites potential users. But the interface of the car makes it more loveable. The game helps the car reach greater number of audience and helps the brand build excitement for the car. Even in games such as Teen patti where people are allowed to gift stuff to their fellow players. The make sure the products carry branding.

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Ghajini was released along with a mobile game. Prince of Persia had a game reach out to audience before the movie. These games help movie makers to create hype about the movie. It engages the audience on a different level and makes sure audiences feel connected with the movie. People might have seen some amount of the plot in the game and that help movie makers create a feeling of excitement amongst their audience to know how does the plot proceed.

Movie marketing using games

A lot of games provide space for display ads of other brands. Normally all mobile apps provide a space as publishers to display networks. Games are the most correct medium if an advertisement network wishes to reach specific audiences. It helps creating engagement of users of only a specific demography.

Ads within games

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Games like Pokemon Go compel the user to move to different locations in order to capture more and more pokemons. Such games would soon become a common place in the virtual reality based gaming arena. And they can then be definitely used to geo target a user. The games would soon be a data rich source of users preferences, whereabouts, likes/dislikes. Hence if a brand has a potential customer in close vicinity and is extremely loyal, We would not be surprised if brand pops up an offer.

Geo Targeting

Gaming as a medium is extremely luring owing to its high engagement

nature and can definitely be of a lot of use for marketers if used wisely. Too

much advertisement or into the face advertisement could mean degrading

the value of the game as well as the brand. Hence it is always recommended

to use this medium with cautiousness.

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