A trend seeping its way into brands' marketing channels is that of advergaming, bringing with it an untapped opportunity to grab busy consumer's attention while converting this attention to consumer spend through innovative rewarded mechanisms.
Whilst this is being seen across the bigger brands like Netflix and Gucci, there is a strong opportunity for advergaming to be utilised in the growing sports sponsorship industry.
What is advergaming?
Advergaming is the use of video games to advertise products or services. It is a form of interactive advertising that allows consumers to interact with a brand in a more engaging and memorable way.
Advergames can be used to drive purchases, increase brand awareness, and generate leads.
How is it being used now?
In the future, advergaming is likely to become more sophisticated and immersive. Games will be able to track player behavior and preferences in real time, and this data will be used to deliver personalized advertising. Advergames will also be used to create social experiences, where players can interact with each other and with the brand.
Some brands that are already using advergaming to drive purchases and brand awareness include Netflix and Gucci. Netflix has created a number of advergames that promote its original content. For example, the game "Stranger Things: The Game" allows players to explore the town of Hawkins, Indiana, and interact with characters from the show. The game has been downloaded over 10 million times, and it has helped to increase awareness of Netflix's original content.
Gucci has also created a number of advergames. For example, the game "Gucci Garden" allows players to explore a virtual version of Gucci's flagship store in Florence, Italy. The game has been downloaded over 2 million times, and it has helped to increase awareness of Gucci's brand and products.
Advergaming and the sports industry
Advergaming can also be used in the sports industry. For example, brands that sponsor sports teams can create advergames that promote their products or services to fans. These games can be played on mobile devices, gaming consoles, or even in stadiums.
One way that brands can use advergaming to engage fans is through rewarded gameplay. Rewarded gameplay is a type of game that gives players rewards for interacting with the game's content. For example, players might earn points for watching a video, completing a challenge, or sharing the game with their friends. These rewards can then be used to purchase items in the game or to enter contests.
Rewarded gameplay is a great way to engage fans and encourage them to interact with a brand's content. It can also help to increase brand awareness and drive sales.
Why the sports industry?
There are several reasons why advergaming is a good fit for the sports industry. First, sports fans are already engaged in a game-like environment, so they are more likely to be receptive to advergaming messages. Second, sports fans are passionate about their teams and players, so they are more likely to be interested in advergaming campaigns that feature their favorite teams or players.
The future possibilities for advergaming in the sports industry are exciting. As technology continues to develop, advergaming campaigns will become more sophisticated and immersive. This will allow brands to create more engaging and memorable experiences for sports fans.
For example, imagine a future where you can play a video game that allows you to train with your favorite athlete. Or, imagine a game that allows you to compete against other fans in a virtual stadium. These are just a few of the possibilities that advergaming has to offer the sports industry.
What's the future potential?
In the years to come, advergaming is likely to become an increasingly important part of sports marketing. As brands look for new and innovative ways to reach sports fans, advergaming will offer a unique and effective way to connect with this engaged audience.
Here are some of the benefits of using advergaming in the sports industry:
High engagement: Advergaming is a highly engaging form of marketing, as it allows users to interact with the brand in a fun and exciting way.
Brand awareness: Advergaming can help to increase brand awareness among sports fans, as it allows them to learn more about the brand in a fun and memorable way.
Lead generation: Advergaming can be used to generate leads for businesses, as it allows users to sign up for email lists or download promotional materials.
Sales: Advergaming can be used to drive sales for businesses, as it allows users to purchase products or services directly from the brand.
The future of advergaming in the sports industry is bright. As technology continues to develop, advergaming campaigns will become more sophisticated and immersive. This will allow brands to create more engaging and memorable experiences for sports fans.
I hope this introduction gives you a good overview of advergaming and its potential for the sports industry. Stay tuned for future blog posts that will explore this topic in more detail.