Businesses of today utilize a lot of different strategies in promoting and marketing their brand. One strategy isn’t enough because it only addresses a particular set of consumers – if you really want to market your brand properly, then you need to use every method at your disposal to ensure that you’re able to target a wide audience.
Brands are now tapping into gaming as a way to reach a wider array of consumers. The gaming industry continues to gain in momentum among people, what with the popularity of smart phones and tablet PCs, not to mention social networking sites such as Facebook that offer games for people’s amusement.
So how exactly should brands use gaming as a way to promote their brand?Here are some tips to help you incorporate gaming into your branding campaign.
1. Gaming can give more exposure to your brand
Want to spread the word about your brand? Make an application or game around it that’s interesting and fun enough, and you’ll soon have a slew of people who know about your brand.
What makes a game so memorable is how interactive it is – it’s a great way to expose people to your brand for hours and hours of play. And people enjoy recommending and sharing games with their friends and colleagues, which means more exposure for your brand. Games are some of the most sharable content because people enjoy playing with others and sharing their experiences of the game.
2. Gaming is a great way to engage consumers
Most brands know the importance of engaging consumers, and gaming is a way to do that. To put it simply, most people have fun when playing games. No matter what age you are, there’s still that little kid in you that enjoys playing Angry Birds, Plants vs. Zombies, and even Farmville occasionally. Or if you’re the intellectual type, you may like Words with Friends and Hanging with Friends a lot more.
Games are a way to create brand awareness as well as brand addiction. Think of Angry Birds and how it’s become a consumer brand. In addition to the games, you now have Angry Birds toys, Angry Birds T-shirts, Angry Birds iPad and laptop cases, and so much more. This is the phenomenon of the gaming industry – how it can cause people to become really addicted to the game that it turns into a million-dollar enterprise.
3. Gaming is a way to create a community around your brand
Games that really engage consumers result in people talking, building relationships, and even creating a community around the game or the brand. This is why social games are so popular among people – it creates conversation between players since it often depicts real world scenarios.
Brands can use social games since it helps users keep coming back for more. Most of these games only allow a limited time of playing at a time, so the user has to come back after a couple of hours to play again. This makes it easy for brands to continuously interact with their consumers.
4. Games aren’t typically viewed as advertisements
Perhaps the best part about games is the fact that most people don’t really consider them as advertisements or marketing tools – people are just interested in playing, but subtly, the games are actually marketing a brand or product to them without their being aware of it.
It’s all about ensuring the right blend of branding and gaming so that in addition to loving the game, users also find themselves engaging and loving your brand.
5. Gaming continuously evolves
Another excellent thing about gaming is the fact that it continuously evolves, so people don’t get bored. Of course, as a brand, you shouldn’t put together a game just for the sake of doing it – you need to take the time to think creatively and put out something that is memorable and is going to stick in a lot of people’s minds.
Ultimately, no matter what tactic you use, branding is all about engaging your consumers and building relationships with them. Gaming is definitely one strategy you could utilize in your branding strategy, but it shouldn’t be the only thing you use. And you need to make sure that it fits in well with your overall branding campaign so that it doesn’t seem as if you just put up a game since everyone else is doing it.
When used properly, gaming can definitely help you gain more exposure for your brand, build better brand awareness, and even help you create a community around your brand.
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