Ever played Super Mario?

Remember when you’re controlling our lovable plumber and sending him across daunting obstacles, only to fail and fall into a pit? Remember having a physical reaction and groaning out loud because of that?

That, in a nutshell, is you being engaged in the game.

As marketers, we’re always looking to push the envelope when it comes to engaging audiences. Social media posts, outdoor ads, and television spots do work, but they tend to come off passive. A study by the American Marketing Association found that the average American was exposed to up to 10,000 ads per day in 2021. This resulted in a phenomenon called ‘banner blindness’.

So how do we circumvent this oversaturation?

Enter, the branded game.

Get Your Game On
Branded games are a form of interactive marketing that’s designed to promote a specific product or service by integrating the brand into its core gameplay.

These aren’t just simple adverts; they are interactive experiences designed to entertain, educate, and build a lasting connection between a brand and its consumers.

It’s all about creating that ‘feel-good factor’ with their customers. Whether it’s through dependable products or unforgettable experiences, the goal is to build a positive emotional bond. A branded game is a brilliant way to achieve this. It provides a fun, interactive adventure that’s not only enjoyable in the moment but also leaves a lasting, positive impression of your brand.

So what are some ways brands are gamifying their offerings? Let’s take a look.

McDonald’s McMission
In 2013, McDonald’s Germany wanted to engage customers with its corporate responsibility campaign. They launched McMission, an innovative augmented reality (AR) app. The app used infotainment to educate users about the company’s social and environmental work.

By scanning triggers in McDonald’s restaurants, players could interact with 3D graphics in their real environment. The games, with their distinct paper-art graphics, taught users about sustainable energy, sourcing, recycling, and anti-littering through a mix of information, AR sequences, and quizzes.

Nike+ Kinect Training
Nike teamed up with Microsoft to develop a fitness game for the Xbox 360, allowing users to create personalised workout programmes. This reinforced Nike’s reputation for fitness and athleticism.

Burger King’s Sneak King
In 2006, Burger King launched a game for the Xbox featuring its mascot as a delivery man. The game generated significant excitement, effectively creating a buzz around the brand and its products.

Does it Really Work?
While games are certainly popular mediums, do they really have a place in the world of advertising? The numbers seem to suggest so.

Reach
Branded games are excellent at reaching the right people. Unlike traditional adverts that can miss the mark, branded games use digital tools and data to precisely target audiences, ensuring marketing efforts connect with those who are most interested. With the number of mobile gamers worldwide set to exceed 2.7 billion in 2023, according to Statista, the potential reach is enormous.

Engagement
Branded games have proven to be more engaging than traditional advertising. They not only have higher click-through rates but also boast better user retention, helping customers remember the brand and its message for longer.

Longevity
Branded games are also more flexible than standard adverts. They can be quickly updated to promote new products or campaigns, allowing brands to stay current and extend the lifespan of their marketing. In contrast, traditional campaigns often require significant time and effort to change.

Metaverses, a virtual world where players explore with their avatars, also allow for brands to build lasting connections with customers by creating immersive, interactive environments. Unlike a traditional advert, a metaverse presence can be a permanent, evolving space where users can explore, play, and engage with a brand’s story. By offering unique experiences, virtual goods (like NFTs), and a sense of community, brands can foster deep loyalty and remain relevant to consumers for years to come. This provides a flexible and engaging platform to constantly refresh their marketing and keep the brand alive in a new digital frontier.

The Final Level
As we have seen, branded games are far more than a passing fad. They represent a powerful shift from passive advertising to active engagement. By combining entertainment with a clear brand message, they not only capture attention but also build genuine emotional connections and lasting loyalty.

From the fun, interactive experiences of a mobile game to the immersive worlds of the metaverse, gamified marketing is here to stay. It offers brands a unique opportunity to transcend the limitations of traditional advertising and level up their connection with consumers.

If you’re ready to elevate your marketing, partner with I Concept. We’re the creative agency that specialises in bringing your brand to life through exciting games and other groundbreaking ideas.

Level Up your Brand with I Concept
We at I Concept are a fully integrated creative agency specialised in helping your brand reach hearts and minds, from the AI space, the digital sphere, right down to physical spaces as well.

We’re the perfect-sized solution for businesses like yours. We offer the expertise and creativity of a large agency, without the hefty price tag. We’re nimble enough to adapt to your changing needs, and focused enough to give you the personalised attention you deserve.

Our expertise ranges from branding in Singapore, digital marketing, web design, development and maintenance, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape.

Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative marketing campaigns. Apply for the PSG now to kickstart your digital marketing journey with I Concept.