The digital game as a marketing tool
An advergame is a type of video game which, when used as part of communication campaigns, allows brands to create engagement and to capture the attention of users in an enjoyable, yet non-intrusive way, encouraging their participation in challenges that have the potential to easily become viral. Taking advantage of the concepts of rankings and prizes, advergames allow brands to collect a great deal of information on user preferences and habits, which can in turn be used to offer increasingly more personalised services and products.
Considering that about 50% of the European population plays some form of game at least once a week, with peaks exceeding 70% for under 30s , using a video game as part of a brand’s communication strategy is also a perfect opportunity to significantly expand the potential audience that can be reached.
Through the game, the brand has the opportunity to create a relationship with its audience, engaging it in its world and transmitting its values by making the user feel part of this world.
Choosing the type of game to adopt is therefore an integral part of the design and definition process of marketing and communication campaigns. It is also highly dependent to the type of brand-product interaction that the company wishes to obtain.
ASSOCIATIVE ADVERGAMES: the brand and/or product are not directly shown in the game, but reference is made to them through the lifestyle, environment or activities represented therein;
ILLUSTRATIVE ADVERGAMES: the brand or the product are the main protagonists of the game;
DEMONSTRATIVE ADVERGAMES: provide for a complete interactivity and involvement between the player and the brand or product. These are games, for example, in which it is possible to test the product virtually.
The customers’ participation in the game sessions facilitates an extended and continuous exposure to the brand/product, thus effectively increasing the players' brand/product awareness.
Specific logic can be incorporated into the dynamics of the game to promote the creation of a relationship of loyalty with the product/brand. For example, making certain game sessions available only by entering codes available on the product packaging could lead users to a repeated purchase of the products.
If supported by an effective Social Media Marketing campaign, viral game sharing could lead to very strong user loyalty, while at the same time enabling the acquisition of valuable analytical data on the same users.
Thanks to the extensive experience acquired in the B2C field, with the development of popular video games, as well as in the B2B domain, with the creation of learning software strongly specialised in the XR (Virtual Reality, Augmented Reality, Mixed Reality) field, Infinity Reply designs and develops advergames and interactive 3D applications that integrate augmented and virtual reality, leveraging the latest technologies to create innovative digital experiences.
Infinity Reply’s centre for virtual and augmented reality includes several laboratories focused on the development and testing of immersive solutions offering potential value for decision-making processes, product design, staff training, plant maintenance and safety control.
Infinity Reply is the Reply Group company specialised in the design and development of advergames and interactive 3D, augmented and virtual reality content and applications, leveraging the latest technologies to create innovative digital experiences. The areas of application for these solutions range from providing support to marketing and communication campaigns, to the creation of space-time travel experiences designed to allow users to appreciate artistic and architectural beauty from different time periods. Another key area of application is the training domain: these solutions make it possible to train workers in dangerous situations, but in total safety, using augmented and virtual reality experiences.