Maximizing Brand Impact: The Ultimate Guide to Harnessing Branded Games in Marketing

Let’s be honest. We’re exposed to consumerism with nearly 1,200 advertising messages per day. Subway, TV, social networks and every medium that the latest technologies have brought into our world are now effective outlets for brand communications. With the exceedingly growing clutter of advertising, companies are looking for an effective way of communication that will improve information retention of their target audience.

In this ultimate guide of branded games, we’re breaking down for you step by step with examples on how branded games can be a powerful tool to keep your customers’ attention on your brand.

Gamification is an increasingly popular concept. 70% of global 2000 companies use gamification in some way. Its main advantage is that it’s easily adaptable. No matter what your business nature or objectives may be, you can always incorporate gamification into your strategy.

In fact, many companies have chosen this strategy to reinforce their marketing operations and give them a new twist. Branded games are video games developed in partnership with a brand or company as a marketing or promotional tool. The main objective of a branded game is to promote the brand, its products or its message, while offering an interactive and engaging experience for the target audience. In order to be accessible to as many people as possible, companies and brands leverage HTML 5 features in their branded games.

Many industries tout the virtues of branded games. Branded games are a way of delivering information in a different way, and sometimes even an opportunity to tackle complex and sensitive issues in a relaxed way. 

At a time when connectivity is their second nature, Generation Z is emerging as the digital native, shaping consumer landscape with an insatiable appetite for engagement. As the first consumers, they have redefined the way brands communicate. Games, with their unprecedented interactivity, are an excellent way of seducing this engaged but far-fetched target group. The games have the ability to capture the attention easily and build a deep, lasting relationship between brand and customer. Hence, the aim of branded games is not only to capture customers’ attention, but also to forge meaningful connection and to anchor the brand’s ethos in consumers’ minds. This is made possible by captivating game mechanics such as levels, virtual goods, points, challenges and leaderboard that keep players’ attention and enable messages effortlessly.

One of the first industries who adopted the idea of gamification is fashion and luxury industry. Luxury brands have come to recognise that branded games serve not only as a source of entertainment for their customers but also as a means to strengthen the authenticity of their brand image, fostering stronger connections with their clientele.

Storytelling lies at the core of luxury brands and what is the best way to tell a story at our time? It’s no other than ‘Games’. With the advancement of technology and the shift in customer landscape, luxury brands opt to strategise their marketing games with full customisation. They entirely build the concept and objectives of the game based on their DNA which allows them to create their brand virtual world. It is an excellent way to expand the horizon of their brand awareness internally and externally. It is absolutely in line with one of the pillars of luxury brand codes: sense of belonging.

Along with luxury sector, gamification is heavily utilised by FMCG industry. Branded games are ideal for enhancing the shopping and user experience. They enable brands to present their products in a new way. Game mechanics enable them to increase engagement and time spent on e-commerce platforms, which increases the chances of conversion. Special sales and promotions linked to games create a sense of urgency, encouraging customers to make purchases.

The adaptability of branded games represents a major asset for companies, offering creative and attractive way to expand their market footprint. No matter what the sector may be, these games present a unique opportunity to establish meaningful links with consumers and fostering long-term loyalty through clever game mechanics. Game mechanics, such as rewards, challenges or social interactions, captivate users and encourage them to engage with the brand on emotional level. This playful approach generates authentic engagement, creating a strong emotional bond that goes beyond the act of purchase, forging real affinity and loyalty to the brand.

In short, branded games represent the perfect alliance between marketing and gamification. By capitalising on the natural engagement that games generate, companies can build brand awareness, strengthen customer loyalty, collect valuable data, and personalise their marketing campaigns. By harnessing current gamification trends and strategically integrating branded games into their campaigns, companies can significantly develop and enhance brand equity, ultimately leading to stronger customer loyalty and positive brand associations.