Power up your marketing with a branded game

By: Cari Kirby, Piknik

Date: 16 September 2019

A group of happy business colleagues bond over playing a branded game together.

We know that people love to play games. There’s a reason 2.2 billion people play video games worldwide, and it’s because we’re hardwired to seek out the rewarding experiences that games can provide.

So how can your company get in on the action, reward your target audience with a fun game, and still hit your marketing objectives in the process?

Here are five examples of how branded games can support your wider marketing goals.

1. Getting personable

Sometimes you’re just looking for a way to engage with your target audience and stand out from all the noise. Games can provide a great platform for you to connect with your audience, start direct conversations and build communities across social media channels - not to mention giving a little something back in the way of prizes.

Games can be particularly useful in making your brand feel more approachable and human, especially if your core service isn’t the sort of thing that typically gets people excited.

Before you start thinking that emotions in marketing are a B2C game, research by Google found that B2B products create an emotional connection with buyers at a much higher rate than consumer-based products. So, go straight for those emotions and forge connections through positive and entertaining interactions.

2. Raising awareness for product launches

Got a product you want to draw attention to? Games can help with that, too.

How about offering your product as the main prize in a game competition? By positioning your product as something to compete over, you can boost its perceived value. Plus, giving people the opportunity to win it for free will entice them to engage with you by playing your game, submit their details and start investing in your brand.

Even better, research by ShortStack suggests that when users can win a service or product that is relevant to them and their business, they’re more likely to share the competition with their social and professional networks.

We’d recommend running your competition as a free prize draw to incentivise people to play and submit, no matter their skill level.

The icing on the already delicious-looking cake? Every player that enters the competition submits their details to the leaderboard, giving you GDPR-compliant data to help grow your marketing database. Individuals who have been engaged and entertained, who have given you their details willingly, are more likely to become loyal customers.

PiknikPower up your marketing with a branded game

Games are a great way to engage and entertain your audience – all you have to do is add your message and logo. Play Santa’s Jingle Jetpack for a chance to WIN a game from Piknik worth £850.

Play to win

3. Events and exhibitions

Grabbing the attention of attendees at trade shows and exhibitions is a bit of a monster task. And holding that attention in the face of everything going on around them can be tough. Games can be a great way to draw attention to your stand, and get that conversation started. 

Plus, with leaderboard functionality, attendees will need to submit their name and contact details, which you’ll be able to export post-event. Players can also opt-in to marketing lists when submitting their score.

I’m sure we can all agree that these leads are a great deal more ‘qualified’ than a bunch of business cards in a bowl.

4. Seasonal promotions

We all know there are key ‘seasonal’ dates around the marketing year that we should probably be taking advantage of; Valentines, Easter, Halloween and sporting events. But when you’re selling something that isn’t remotely related to these events, it can be difficult to find a way to get in on the buzz.

With handy logo placement that will remind players of your presence whilst being visually tailored to the season at hand, games can be a great solution to making the most of seasonal marketing opportunities.

5. Christmas campaigns

Yes, we know this is a ‘seasonal promotion’ - but it’s such a biggie, we reckon it needs its own space.

Branded games can be an engaging alternative to the standard Christmas card that'll most likely end up gathering dust behind a filing cabinet somewhere, alongside the cards from all your competitors.

You can send the game directly to the intended recipient, and unlike your standard e-cards, games provide a high level of interaction, shareability and measurability.

Equally, if your target audience size is growing so large that getting a hamper to everyone would decimate next year’s marketing budget, a branded game can be a cost-effective way to reach everyone you need to. Add in social sharing, and you could find yourself with more email addresses than you started with!

Copyright 2019. Sponsored post Cari Kirby, Marketing Manager at Piknik

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