When you consider the success of the Gaming Industry it’s not surprising that successful brands implement in-game marketing as part of their promotional strategy.

Pokemon Go has to date achieved downloads totalling 1 billion with almost 150 million monthly users worldwide.  Currently Candy Crush has 258 million users per month.  So why are people so engaged in playing online games?

Gamer psychology

Many studies have been carried out regarding the negative effects of video and online gaming.  However, not much research has surfaced about the positive effects yet there are several. Some employers, such as Google, provide recreational facilities for their employees including arcade games as a method of creating a healthy work/life balance. 

The main motivational factors for playing games were identified recently by Nick Yee, an American psychologist, who specialises in social interaction in virtual environments. They include:

  • Achievement – the desire to win, understand rules of the game and compete
  • Social – wanting to connect, chat with and help other gamers as part of a group
  • Immersion – this can encompass many reasons for playing including escaping from real life. This isn’t necessarily a bad thing since when you have been tackling a particularly difficult problem; gaming can provide the escape you need to clear your head.

Further research has demonstrated that gamers have enhanced visual-motor control, visual attention and spatial representation skills when compared with their non-gamer counterparts.  Recently employers have started to use games to educate their staff rather than just entertain them. 

In-game marketing

When you look at any game the end goal is to achieve or win something.  It’s therefore not surprising that providing a game for your prospective and existing customers to play works in today’s society. 

Whether you create a game to educate or one to entertain, the aim is for your customers to win. What they win can take the form of vouchers, discounts or prizes with a high perceived value.  All the time they are playing, your in-game marketing has a positive effect.  They remember what they have seen and are reminded of your brand throughout.

Your game can be played anywhere and on any device.  A recent combined Ipsos MORI and Google study revealed that 30 percent of smartphone owners use gaming apps on a daily basis.  Gaming apps are more popular than checking out entertainment, sports and any other news so the benefits of having your own game are obvious.

Yeptix – the affordable way to implement a marketing game strategy

As technology has progressed, in game marketing has become affordable for any size of business.  Larger brands have been successful including games in their marketing strategy for some time because they have bigger budgets.  However, with Yeptix in game marketing can start at just £1. Why not register with Yeptix today for a realistic opportunity to compete with the big players.