Gamifying The Brand Experience
Jasmine Hansen is former head of brand and marketing for Metro Trains Australia and head of dumb ideas for Dumb Ways to Die. In this guest post, Hansen says there’s a lot of lessons for brands in the mobile gaming experience…
If this pandemic has taught me anything it’s that there are two types of organisations. Those that despite a reduction in their turnover continue to invest in brand.
Then there’s those organisations that don’t invest and see marketing as a company expenditure line to cut and wait out the storm.
Regardless which bucket your organisation falls into, one thing is certain – consumer expectations of their digital experience has accelerated and brands are now sprinting to play catch up.
COVID19 has seen work drinks morph into Zoom cocktails at home and kids parties are being hosted through google hangouts. This accelerated digital adaption has been driven out of social necessity and the craving for this online interaction has led to many brands found wanting.
Brand experiences this year are going to look very different. This year’s Spring Racing Carnival won’t have the onsite customer activations people have come to know and the loyalty activations big companies like AAMI and Telstra invest in won’t be rolling out the red carpet for their high value customers in quite the same way they did pre-pandemic.
The reality is, brands have to pivot their digital experiences to engage in better ways in what feels like a post-apocalyptic consumer world. Look no further than mobile game Rival Star horse racing as an example of how the businesses above could pivot their digital engagement strategies and make big dollars in the process.
Mobile gaming represents a huge untapped opportunity for brands and will be the new digital battleground for winning consumers. It’s the holy grail for marketers to have a deeper level of engagement that doesn’t feel like advertising, it’s a channel that if done correctly can actually make money, creating an additional revenue stream for businesses and it’s an advertising medium that has the cut through and long engagement times in the ever competitive media landscape of screens.
When you pull back the mask on mobile gaming there is a lot to love. It’s a truly global and growing industry valued last year at $ 94 billion according to NewZoo Global Mobile Market report. Statista Insights estimates that in Australia the mobile games segment is projected to reach $192 million up 7.8%.
When looking at the macro environment you can see why this type of consumer engagement will become the norm; It’s highly addictive and in 2017, 43 million viewers tuned into the e-sports league of legends just 1.5 million shy of game 7 of the NBA finals, Adidas signed their first pro gamer as an ambassador, AdColony research found 57% of Australians now play mobile games daily, up 43% prior to the COVID19 outbreak.
In addition, consumers are time poor and gaming can be done on the go, Australia is rolling out the 5G network and the Alpha generation born alongside I-phones and apps will account for 2 billion of the global population by 2025.
So why aren’t more marketers tapping into this?
And I’m not just talking about the rudimentary, short shelf life apps that some brands are rolling out! I’m talking about sophisticated progression based games with complex core loops and sinks and intelligent monetisation strategies.
Look no further for the success of mobile gaming than in our own back yard with Metro’s Dumb Ways to Die. The portfolio of games pulled in an impressive 2 million daily active users and has 6.7 billion sessions played across its games and counting. The games not only kept the safety message alive but it delivered an additional multi-million dollar revenue stream for the business.
Knowing what I know now, my digital and social extensions of AAMI’s Rhonda and Ketut campaign would have looked different. Imagine a ‘Kiss me Ketut’ mid-core title where Ketut has to avoid the obstacles in pursuit of Rhonda’s love. A game could have extended out the digital brand experience for those heavily invested in the AAMI love story.
Or Bingle’s Simple As it Sounds campaign of riding two horses, to Daryl Braithwaite’s Horses while getting a quote, now that would have made for a great hyper casual game.
Branded games should ensure the core experience doesn’t make players feel like they’re being ‘sold to’, rather there should be a subtle nod to brand. One way to offset this is the notion of ‘gaming for good’, where brands build games to tackle their larger community and social responsibility objectives. NRMA’s recent Koala ‘Every home is worth protecting’ campaign could have expanded to a game and any money generated from this initiative could have supported a number of Koala conservation charities. In part, this is why DWTD was so successful. We didn’t overtly try and sell train tickets or increase patronage, instead we tackled a community issue that was close to our hearts.
While many marketers may be scratching their heads and wondering how this relates to getting new business or sales one thing is certain, for many consumers this is a world they’re already in, investing hours upon hours and where hardly any brands are competing. It’s clear space, an uncluttered platform to engage deeper with customers. Brands that play in this space will gain brand love by association and is the next best alternative to the traditional customers interactions we had before COVID19 hit.
Any company, no matter the category should be able to build an arcade of games that speaks to their target audience and address a number of key business objectives such as a new acquisition channel, a digital campaign extension, an additional marketing revenue stream or an enhanced loyalty play.
Marketing at its core is about entertainment. In order to win hearts, minds and wallets you have to entertain. Simply put, gamifying the brand experience is the perfect way to do this.
Please login with linkedin to comment
Jasmine HansenLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.