Is Gaming the New Marketing?
E-Marketer estimates that in one month, close to 126 million people will play a mobile phone game at least once. When compared to the below table, online casual games follows closely behind with 96.6 million (groups are not mutually exclusive). This demonstrates the growing importance of mobile gaming, as a different marketing platform. However the forecast for 2017 , seems almost unlikely to predict with the ever adapting technology.
For instance; Redbull recognizes the importance in creating new forms of engagement in attracting brand awareness, through mobile games. Wolfgang Schmirl, Head of Digital Media at Redbull Media House, explains the importance of expanding their platforms, by linking with smartphones and the growing industry of mobile gaming. Redbull adapts the gaming idea from their current gaming website, to the mobile gaming.
E-Marketer also states that 73% of respondents aged 17-25, play games on their smart phone. This demonstrates a possible target audience for marketers who wish to expand their forms of engagement into mobile games, such as Redbull. Even though on paper it may seem appealing for a brand to create a mobile game, the important question is; will consumer’s want to play it?
Of course creating a game that represents your brand costs money, as does all marketing. When Schmirl was deciding whether to partner with an existing mobile game or create their own, he states that ‘quality is priority and innovation is the key.’ In the business’s case it was more suitable to create a Redbull mobile game, by being able to work with professional gamers and have flexibility. However each business will differ, but it is important to recognize what is the business’s objective in creating the game, and what will the return on investment be.
Schmirl makes an important concluding statement that ‘consumers will continue to find games relevant, but as technology continues to develop, underlying platforms will change.’ Pointing out the importance in understanding the consumer trends in the world of marketing and gaming. What are your thoughts on brands creating mobile games?
