Branded Games: An Alternative to Traditional Advertising

The world of advertising has changed a lot lately. This is because of new technology and the way people act. Traditional ads don’t work as well as before. So, marketers have been looking for new ways to connect with the people they want to reach.

A popular way to do this is with branded games. These games mix fun and ads to give users a special experience. Branded games grab people’s attention better than old-style ads. Only games can create a strong bond with people, which helps build brand loyalty.

Branded games are a new and exciting part of advertising. Making people feel involved and giving them personal experiences are important in marketing today. In this article, we will look at how branded games can replace traditional ads. We will also see how businesses can use these games to build long-lasting customer relationships.

Traditional Advertising: Pros And Cons

For many years, ads in newspapers, on the radio, and TV have been the main way to market. They could reach many people and worked well. These ways let companies get known, share their message, and create their brand’s look and feel.

For example, Coca-Cola ads are very famous and part of everyday life. People know their ads like “I’d Like to Teach the World to Sing” and “Share a Coke.”

However, there are limitations and challenges associated with traditional advertising.

One significant drawback is the high cost of advertising space, especially in prime-time television slots or prestigious print publications. In 2021, Statista conducted research on prime-time ad costs in the US. It was found that the average 30-second TV ad price in the United States was around $104,700.

Additionally, traditional advertising often struggles with targeting specific demographics. The smallest mistake can lead to wasted money on viewers who aren’t interested in the product or brand falling outside the target audience.

The power of old-style ads is going down because people see too many and get tired of them. Each day, people come across a huge amount of ads. So, in today’s world, it’s important for brands to put in a lot of effort to stand out from the crowd. They need to find new ways to keep people interested and engaged with their brand.

American Marketing Association study found that the average American was exposed to up to 10,000 ads per day in 2021. This caused a problem called “banner blindness.”

It happens when people don’t notice ads anymore because they always see too many of them. They just ignore them without even thinking about it. This makes it harder for ads to work and for businesses to get their message across.

The further rise of ad-blocking software usage contributed to the decline of ad effectiveness. In 2023, approximately 42% of internet users worldwide are using ad-blockers. It means that a significant portion of digital ads are ineffective.

Branded Games: A New Era of Engagement

Branded games are interactive digital experiences designed to promote a specific brand, product, or service. But they must combine it with providing entertainment value to the user. These games can be developed for various platforms, including mobile devices, social media, and websites. Some successful examples of branded games include:

• McDonald’s “McMission.” This mobile game, released in 2013, aimed to educate players about the company’s ecological initiatives while entertaining them with challenging gameplay.
• Nike’s “Nike+ Kinect Training.” In partnership with Microsoft, Nike developed a fitness game for the Xbox 360 that helped users create personalized workout programs. It helped to reinforce the brand’s association with fitness and athleticism.
• Burger King’s “Sneak King.” It was released in 2006 for the Xbox gaming console. The main character is Burger King’s mascot, who is acting as a delivery man. The purpose of creating a buzz around the brand and its products was achieved.

Branded games provide users with an interactive and immersive experience, capturing their attention more effectively than traditional advertising. By providing entertainment value, branded games encourage users to create a deeper connection and enhance brand recall.

Through engaging gameplay and immersive experiences, branded games can create emotional connections with users. It results in customer loyalty to a brand.

Customer loyalty means that people keep coming back to a brand because they like its products or services. Loyal customers often spend more money, recommend the brand to others, and help create a positive reputation.

Keeping customers happy and coming back for more is a key part of a successful business. This emotional bond can lead to increased customer retention and higher lifetime value.

Comparing Branded Games and Traditional Advertising

There are several factors to be discussed in this relation.

Cost and Return on Investment (ROI)

Developing a branded game can be more cost-effective, particularly when considering the potential for virality and user-generated content. In 2014, the ALS Ice Bucket Challenge, a social media-based branded game, generated over $220 million in donations worldwide. Branded games can offer ongoing returns as users continue to engage with the game over time. Traditional ads often have a limited lifespan.

Reach and target audience

Branded games help focus on the right group of people for marketing. This makes sure ads reach those who are most interested. By using digital tools and data, marketers can see how users act and what they like. This helps them create ads that connect well with the people they want to reach.

According to Statista, the number of mobile gamers worldwide is projected to surpass 2.7 billion in 2023. This data highlights the potential reach of branded games. In contrast, traditional advertising often struggles with targeting specific demographics, leading to wasted ad spend.

Effectiveness and engagement

Branded games have proven more effective in engaging audiences than traditional advertising. In addition to higher click-through rates, branded games also demonstrate increased user retention. This increased engagement increases the likelihood of users remembering the brand and its messaging.

Longevity and flexibility

Branded games are better than regular ads. They can be changed quickly for new products or promotions. This helps companies stay current and make their marketing last longer.

On the other hand, working on traditional marketing campaigns takes a lot of effort and time. The flexibility and lifespan of regular ads are limited.

Successful Branded Game Campaigns

Case Study 1: A major brand’s success — Duracell’s “Bunny Hop”

Duracell’s “Bunny Hop” is a captivating branded game that showcases the iconic Duracell Bunny. “Bunny Hop” is known for its energetic and long-lasting power, just like Duracell batteries. This game was launched by Duracell and Wunderman Thompson in 2022. It’s an AR Instagram game where players help the Duracell Bunny navigate through various levels.

Players are hopping from platform to platform while collecting batteries along the way. The average time spent in a game was 2,5 minutes. The result of this campaign was outstanding — Duracell got a +22% increase in followers.

Case Study 2: Speed Meets Luxury — Lamborghini’s “Asphalt 9” Campaign

The game has become a platform for car manufacturers to promote their latest models. It helped in reaching a wide and highly engaged audience of racing game enthusiasts. Asphalt 9: Legends has featured some of the most iconic Lamborghini models: Aventador SVJ and Huracán EVO Spyder.

The game attracted about 2 million players worldwide, and the overall number of gaming sessions was around 8 million. It could not but impact people’s awareness of the brand and its new car.

Key Takeaways For Effective Branded Game Campaigns

At Hitberry Games, we have enough experience to understand how to develop a game that’ll benefit the brand’s awareness. We have completed dozens of successful projects to help companies get a boost. Basketball Drop, Avatar Dress Up, and Burger Queen are only a part of what we’ve done. Our experience lets us define the key points of a successful branded game campaign:

• Focus on engaging gameplay that keeps users entertained and coming back for more.
• Integrate the brand’s identity seamlessly into the game without compromising entertainment value.
• Utilize social media and other digital platforms for maximum reach and user-generated content.
• Monitor analytics to understand user behavior and preferences, allowing for continuous improvement and optimization.

If your brand wants to have its own game, but you don’t have anything else besides the idea — contact us. Just share your thoughts, and we’ll present the prototype to you. Hitberry Games works with all types of games in any niche, so you can count on an amazing result!

Challenges in Branded Game Development

To create a successful branded game, it’s essential to balance entertainment and brand promotion. Overloading the game with promotional content can deter users, while too little branding can diminish the campaign’s marketing impact.

Developers should prioritize creating a user-friendly interface and smooth gameplay to keep users engaged. A poorly designed game can frustrate players and harm the brand’s image.

Maintaining a successful branded game campaign is crucial to keeping up with technological advancements and trends. Regular updates, adaptations, and iterations will help the game stay fresh and appealing to users.

Conclusion

The potential of branded games in the advertising world is immense. They provide an effective and cost-efficient alternative to traditional advertising methods. Among the benefits are higher engagement, precise targeting, and the ability to create strong emotional connections with audiences. The success stories of major brands and small businesses demonstrate the power of branded games when executed correctly.

Adapting to new marketing trends is essential for businesses in today’s fast-paced digital landscape. By embracing branded games, marketers can stay ahead of the curve and engage with their audiences in a meaningful way. In conclusion, businesses considering branded games should develop engaging gameplay that seamlessly incorporates their brand identity.