Capturing the attention of the target audience is becoming a more challenging task with every passing day. Since consumers are bombarded by advertisements and marketing messages from every direction, traditional advertising methods are often met with skepticism and easily ignored by them. As a result, brands are constantly searching for ways to market themselves and gain the attention of their target audience.
One of the most unique and innovative ways to do this is by using video games as a marketing tool. There is no doubt about the popularity of video games worldwide, and using them as a marketing tool can enhance marketing efforts and provide exceptional results. Let us discuss some of the advantages of creating and using a video game for marketing purposes.
Enhanced Engagement
The first advantage of using a video game for marketing purposes is its ability to engage your target audience. Traditional methods of advertising, such as print or TV ads, are struggling nowadays to achieve meaningful engagement. This is where video games shine and provide the desired results.
Video games are inherently interactive and engaging. Even if it is a mobile game, it is more engaging than other apps, as it can hold users for an average of between 3 and 10 minutes. Users are actively involved and highly focused when playing a game. This is where brands can integrate themselves and achieve a high level of engagement that is unattainable in traditional marketing.
Targeted Approach
Reaching the target audience is a challenge in marketing. Traditional marketing methods are able to deliver the message to a wide audience with little to no specificity. By using video games as a marketing tool, you can deliver the word only to your target audience. This can be done by creating a game related to that particular topic and naturally attracting individuals.
For instance, if you are promoting a hotel-related product or a hotel brand like Marriott, you can create a game related to the hotel industry. This game will naturally attract all the individuals who are interested in such a game, allowing you to target your core audience with accuracy.
Immersive Brand Integration
One of the challenges that brands face in marketing is seamless integration into the consumer’s life. Traditional advertising methods are no longer appreciated by consumers because they are seen as intrusive and disrupt the user experience. Video games, on the other hand, provide a unique solution to this problem by allowing sleek and immersive brand integration.
For instance, imagine a video game related to the airport industry where players must learn how to fly and become successful pilots. In this virtual game, they are hired by airlines such as United Airlines, Emirates, Etihad, etc. depending on their competency. This integration feels natural and non-disruptive, which is appreciated by the players instead of resenting it.
Better Message Retention
Having a great game developed for a brand can lead to better message retention. Players love playing a great game, and if the same game that is being loved by players conveys a message, then it leads to better message retention in the minds of players. If you are looking for an effective way to convey a message, video games have become an effective way to do so.
Brings in Loyalty
Games can also bring loyalty through their fun factor. Because of the fun and enjoyment factor of games, you can turn curious players and individuals into loyal customers. Games are able to generate immense loyalty and even create communities around them. Now imagine having a game based on your brand and how it could build you a loyal customer base.
