Creating a link between the user and the company, social games have evolved into more than a simple way to pass the time. Social games have become the newest tool in a company’s arsenal of reaching customers. Instead of giving customers a thirty second commercial, social games allow the customer to interact with a brand for an unspecified amount of time. This provides a long-term advertising opportunity that can be converted into sales and a long-term relationship with a customer. Through the use of gaming structures like points, badges, game leader status postings and more, the gamer is engaged in a continuous relationship that will improve retention and increase customer retention.
Using Social Games as an Advertising Strategy
Brand integration is being used by almost every facet of corporation today. Specifically designed games have been used to promote upcoming movie releases, music albums, even ice cream. Typically considered short-lived advertising campaigns, they are an example of the new face of advertising. With the main focus of the campaign to generate interest in the product, these social games are prevalent on social media platforms such as Facebook and encourage gamers to announce their success to friends – promoting the game (and the product) every time they post about their score.
Regardless of the type of gameplay, the use of social games can be expected to continue to rise as a method of increasing customer awareness, developing a relationship with customers that transcend a transaction and promoting products and services. From a business perspective, developing opportunities for the customer to engage in a positive manner with the company is always a successful venture. From the customer perspective, being able to connect with a company that that may already be familiar with, as well as discover new products through the use of game methodology is fun and rewarding. Through social games, both perspectives are accomplished.
