Businesses Betting Big on Engagement through Gaming
Dynamic advertising also allows companies to track and receive information from players' consoles about the performance of advertisements. Advertisers can record data, such as time spent looking at the ads, the most-viewed ads and the viewing angles, to determine the most successful ads and provide valuable insights for future campaigns.
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Attracting potential customers through "advergaming".
The term "advergaming" refers to organizations that develop video games to promote products or services. Companies are providing interactive games on their websites in the hope that potential customers will be drawn to the games and spend more time on the sites or simply become more product-aware. In recent years, advergames have proliferated, often becoming the most visited areas of websites and helping to reinforce brands in the minds of potential customers. Users registering to be eligible for prizes help marketers by sharing valuable personal details for their databases. Gamers may also invite their friends to participate, which further promotes brands through word of mouth. Some examples of early adopters of this technique are Taco Bell, Reebok, Coca Cola and Chex Quest.
Using games to motivate customers.
As the generation that grew up with video games enters and assumes leadership positions in the work place, computer and video games increasingly play a role in business operations. Major companies from automobile manufacturers to beverage producers use video games to find and train employees and increase sales among their younger, tech-savvy customers. A gaming environment rewards people for their interest and engagement. Chances to play games and win prizes are much stronger calls to action than simple invitations to click through to websites because the incentives are greater. According to a Gameasure/Interpret study, consumers actively engaged in contests and games online are 22 percent more likely than the general population to seek information about new products and 36 percent more likely to switch brands.
