Retail businesses are often faced with the difficulty of bringing in new customers and retargeting past shoppers back into their stores. Marketing campaigns are meant to help generate brand awareness and sales. However, no matter how good a marketing campaign may seem, sometimes, it just doesn’t reach the right people.
Over the years, we have reskinned a large number of our HTML5 games into marketing campaigns for retailers, such as apparel brands, supermarket chains, and food and beverage products. Our number one goal is always to engage the right audience with the right game.
Here are some innovative ways we used to deploy our games to target quality users.
Games that reward players provide shoppers a reason to visit a store or make a purchase. Prizes range from actual products, digital coupons, or in-game items.
Whether it’s an online competition, a player achievement feature, or a raffle system, rewarding players is the most common way of utilizing games for retail companies. This can be done with two different modes.
Free gameplay mode focuses more on brand awareness. Players are given unlimited access to play a branded game and win prizes. More gameplay time translates into better brand awareness.
Some companies implement access codes for customers to play their games and contests. To join an event, players must secure alphanumeric codes usually found inside product labels or bottle caps. This mode creates a strong interest for customers to patronize a brand. Consequently, sales increases with the number of gameplay, as gameplay directly affects conversion.
Celebrate events and holidays with your audience. Major sports events or seasonal holidays are among the many occasions that provide opportunities to engage customers. During these times, businesses create timely marketing strategies to catch the attention of customers due to a rise in demand and willingness to spend.
Utilizing branded HTML5 games is a great way of taking advantage of seasonal events and holidays. These games are convenient for businesses that have limited time and budget.
Check out this case study of a luxury shoe brand - it completely transformed a fruit-slicing game concept into a Christmas frenzy of over 1,500 players attempting to slice their way to the top of the leaderboards.
Also, check out this case study of a winter holiday-themed game we built for a Fintech company. We used a combination of brand elements, a Top-10 leaderboard system, and an addictive game mechanic to tap into the highly competitive spirit of market traders.
Launching a new product can be very problematic for brands in the retail industry. It is a highly saturated market where most customers are already locked into the competition.
Through branded HTML5 games, retail companies can capture enough customer attention that creates a trend for their product launch. Aside from the many benefits of HTML5, the interactive nature of games excites everyone. People are instinctively drawn to playing games. This why many advertisers consider games as a marketing channel in itself.
Listen to our podcast, where we discuss game reskin projects. We break down the process into simple and actionable steps, that any executive can understand.
We have always proven that players who enjoyed a branded game will likely become customers of the brand. A brand image becomes more tangible when customers begin to correlate their game experience with the brand. Customer experience through games not only provides a positive image but also an opportunity to directly improve sales.
We produce new games regularly. We can reskin (rebrand) any of our games to fit any business objective. Discover the right HTML5 games for your brand here.
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Marlon Santos, Researcher and Senior Software Engineer, University of Sydney
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