Top Advergaming Development Company for Brand Engagement

With the help of an Advergaming Development Company, you can transform a few seconds of scrolling into a few minutes of true engagement with your brand. If your marketing department is still trying to figure out whether it's worth creating a branded game, you aren't alone; this trend is growing. Advergaming has a power that a common advertisement lacks; it can make people do something rather than just watch. Abhiwan Technology provides clients with the development of branded and interactive gaming solutions, such as gamified marketing campaigns and mobile games based on specific marketing objectives. For instance, the development of a Coca Cola FaceSwap gamified campaign has provided customers with the ability to engage in interaction with the campaign. Moreover, the effectiveness of your game and its ability to achieve your campaign objectives can be seen in the numbers as well. The following guide aims to provide you with all the information necessary to understand the essence of advergaming and its potential as a marketing tool.

What is Advergaming

An advergame is a game created by an advergame development company, for the promotion of a brand, product, service, or campaign. As opposed to an advertisement placed next to the game, in advergames the whole game becomes a part of the marketing strategy. It can be a quiz, a wheel of fortune, a product test, a puzzle, or a mobile game. This format is flexible enough to allow the creation of a game in accordance with the objectives of the marketing campaign. The main objective of Advergame Development is to motivate people to play and to leave a lasting impression about the brand and its campaign. If everything is done right and the elements of the gameplay and marketing are harmoniously combined, users will be able to interact with the brand without being bombarded by yet another advertisement. Such an advergame is also a valuable source of engagement data.

Reasons for Brands' Investment in Advergaming

Brands are interested in advergaming because it allows them to use additional metrics to monitor user engagement with a campaign. Plays, completions, shares, registrations, coupon redemptions, and many other metrics can be collected when goals are defined for a specific campaign. With the help of an advergame, it will be possible to involve it in a campaign and use it on various channels, such as websites, social networks, events, product launches, and promotional campaigns. Rather than having to develop different creatives for each channel, one single game will work for a campaign for several weeks or months. Therefore, Advergame Development is a valuable marketing tool for business owners who are ready to measure their success. It is also possible to use mobile advergame development to reach certain business goals, such as lead generation, promotion of a product, collecting customers' data, and growing the number of app downloads or purchases.

Facts and figures 

Numbers don't lie let's see what they say about advergames.

• Würth launched an in-store campaign based on a spin-the-wheel format and managed to have a conversion rate higher than 62% and newsletter subscriptions up to 80%.
• Swisslos developed a World Cup-themed advergame and received over 10,000 views and achieved a 58% lead conversion rate.
• According to peer-reviewed research published in the Journal of Interactive Advertising, advergames proved to be better brand engagement tools than traditional ads as measured by attention, emotional response, and actions.
• The average time of attention during advergames based on AR technology campaigns reaches over one minute, while their completion rates are about 85%.

What to Expect from an Advergaming Development Company

While most studios know how to create a game, only some of them have the expertise to integrate a brand into it naturally. Before deciding on an Advergaming Development Company, check out the factors that may influence the effectiveness of the campaign.

Game Design Expertise

Ask for samples of a fully developed game rather than concept screenshots. It's natural for a reliable advergame development company to have examples of their work available and be ready to explain the way they implemented the design of the game according to the target audience and the goal of the campaign.

Natural Brand Integration

The integration of the brand has to be a key element during the process of advergame development. Product visualization, messages, rewards, and calls-to-action have to fit into the gameplay naturally.

Reporting

Enquire about what kind of information you will receive after the game launch. Plays, completion rate, share rate, sign-up rate, coupon usage rate, and other data points have to be tracked if they are connected to the campaign goals.

Support After the Launch

Sometimes games need to be fixed or updated, improved in terms of their performance, or change the campaigns they run on. Be sure your development partner supports your product after the launch and doesn't end the cooperation at this point.

Mobile Advergame Development: Why It’s Important

The majority of users will find out about a game through their phone, no matter where it comes from: social networks, websites, email marketing, or QR codes. This is why mobile advergame development needs to be done from the get-go, not afterward. It’s important for a game to be fast-loading and smooth in performance, as well as responsive to different screen sizes, so that the user stays engaged. Complicated controls and long loading times could make users quit the game before they understand how to play it. Mobile-first development ensures a better experience on smartphones and tablets while making a game more accessible via different marketing channels. It might provide additional benefits like touch controls, social integration, rewards, and clear CTAs.

Key Features of a Converting Advergame

Just a few elements distinguish advergame users who complete it from those who close it. Advergames must be quick to learn and compelling enough to keep users engaged and motivate them to take the desired actions.

Easy to learn

Users need to understand how to play without spending a lot of time learning the rules or studying long instructions. Easy controls and clear objectives are key elements that will help users to play immediately.

Easy to play 

Fast games work great in campaigns that involve people with limited time. A game that can be completed in a minute or two will be more convenient to integrate with social media, websites, events, promotions, etc.

Clarified reward

Whether it is a discount, participation in a draw, some benefits of the product, or any other result that motivates the player to continue the game. The reward must also naturally relate to the brand or promotion rather than just provide another reward.

Shareable Rewards

Scores, game results, or any challenge can stimulate users to tell about their achievements. Through social sharing, campaigns can reach many more people without creating additional content for each user.

Light branding

The brand must be visible during the experience, but in a way that does not make the game look like a classic ad. Branding colors, characters, packages, messaging, or rewards can help integrate the brand within the gaming experience.

Advergame Development by Abhiwan Technology

Abhiwan Technology creates games for brands that want measurable results from their campaigns rather than simply creating a promotion game. As an advergame development company, the team builds each game experience around a specific goal, such as increasing engagement, generating leads, promoting product awareness, driving app downloads, or promoting a special offer. The development process can include game concept and design, UI/UX, game development, brand integration, reward systems, analytics, and platform support. Each element is planned according to the campaign and its target audience. The team can also create mobile-friendly experiences that are easy to access across different devices. By combining gameplay with clear brand messaging and measurable actions, Abhiwan Technology helps companies use interactive games as part of their wider marketing campaigns rather than treating them as standalone promotional content.

Does Advergaming Actually Increase Sales?

Advergaming may be used as a tool to boost sales if the game has some connection to a certain conversion path. Both Würth and Swisslos are good examples above illustrating how interactive marketing campaigns may bring actions to the company besides the entertainment. The game by itself does not guarantee sales. The campaign should have a next step, such as a discount code, a link to the product page, a lead form, an app download, or any other promotion. A professional advergame development company is able to develop actions as part of the campaign. It will also be easier for the marketing team to measure the number of players who actually completed an action besides playing the game.

What Industries use Advergaming the most?

Food and beverage companies make use of advergaming as a means to create campaigns, launch products, conduct promotions, and engage customers. Retailers or e-commerce organizations can incorporate games such as spin-to-win, product challenge, quiz, and reward-oriented games to make their customers interact with the offer. Industrial and manufacturing organizations can also make use of gaming at industry conferences, events, or customer interaction points. An organization such as Würth has incorporated advergaming as part of an in-store campaign to encourage interaction and registration. Other industries can make use of advergaming as a way to educate their customers about their products, engage them at events, conduct recruitment campaigns, training, and acquiring customers, among others.