Oct

28

How Can Mobile Game Marketing Boost Your Sales?

Mark Stephens

Mobile apps and gaming have become vehicles not only for people to get a more enjoyable, entertaining and informative experience from their handsets, but also for companies to market their products and services to their audiences.

Mobile gaming has certainly become big business, with sales reaching $5.6 billion last year, but the question remains whether mobile game marketing represents a good return on investment for companies developing games in the hope of increasing sales.

Here we look at a few positive examples that may help us answer that question.

The Bollywood Example

Even a few years back, Bollywood film “Jurm” used mobile gaming to create expectation and “buzz” about its upcoming release; more than 150,000 people downloaded its puzzle game on the first day and around half a million by the end of the week.

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The Volkswagen Example

Volkswagen last year released a driving-based game called Real Racing GTI to help launch their new car.

They have attributed around 200 car sales directly to this game, which was downloaded over 6 million times and shot to Number 1 position for free apps in 36 countries.

This represented a great result for Volkswagen in terms of their sales leads, number of quotes sent out (which increased by 80%) and their overall brand awareness; it also represented the first time that any manufacturer had used a mobile game to directly launch a new car.

The RadioShack Example

RadioShack ran a campaign last Christmas that allowed game players to grab a 20% discount just by checking in on Foursquare (the location-based social networking website for mobile devices) at various locations that had a connection to superheroes.

They called it their HolidayHero campaign and it was accompanied by commercials and online videos of shoppers dressed in superhero garb. The result of this campaign was Foursquare users spending over three and a half times more than the average RadioShack customer over the holiday period.

The Jimmy Choo Example

Jimmy Choo recently ran a campaign called “The Trainer Hunt” whereby a pair of Jimmy Choo training shoes were checked in via FourSquare, at trendy locations around London.

The promise was that any FourSquare user that checked in at the same location before the trainers left received a free pair of trainers in their preferred style and size.

It became a mobile-based treasure hunt game and during the campaign sales of trainers increased by a third, representing another success story.

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We have seen how mobile game marketing has worked across a diverse field of products from cars to movies, to electronics, to shoes.

The trend is for people to use their handsets more and for more diverse applications; currently mobile gaming on smartphones is seeing a huge spike and this is set to continue; wherever the audience goes, that’s always where the marketing follows, so we expect to see mobile game and app marketing see a corresponding growth as companies catch on to what their customers are interested in. There is huge potential in “advergaming” and many of the big players are already using it.

If your company would like to investigate mobile game marketing and what it can do for you, the team at Monkeybin loves to get creative and develop games and apps designed to help sell your products.

Why not drop us a line to info@monkeybin.no or leave a comment below.