Marketing is not a game

By Ingrid Mota
Twitter: @ingridmotta

But games can be a vehicle for marketing.

Only today many of those games are video games, video games. That combination of information technologies with content, which results in this buoyant creative industry.

The easy accessibility to this type of entertainment has been strengthening its growth in a sustained manner and has popularized it in such a way that both children and adults spend hours glued to their fixed or mobile consoles, to their Smart TVs, tablets or to their smartphone. , among other mobile devices.

But today it turns out that playing is no longer an exclusive pastime for children. According to The Competitive Intelligence Unit, a generational gap in gaming is observable; 72% of women use their smartphone to access gaming applications, while only 24% do so on fixed consoles. In contrast, only 55% of men access games through a mobile device, while 47% do so through a fixed console.

And since for marketing everything represents an opportunity, the advergaming which, as its name indicates, consists of inserting advertising from different brands in video games, so that the user does not detach himself from the world of mass consumption or in his moments of relaxation.

You could consider it subliminal or not, the truth is that different advertisements appear at all times that invite you to consume or to associate the playful and exciting of the video game with the brand that inserts its messages at times when the consumer is in a state of satisfaction.

To give you an idea of the serious hobby and sometimes even addiction that video games create, it turns out that almost two thirds of gamers Mexicans play between one and two hours per session and this more than three times per week.

Some will consider this game time unproductive. However, for brands it is extremely productive, as it represents an ideal opportunity to have one hundred percent of the attention of your current or potential consumer, in a context that enables you to observe and generate a psychological and emotional connection with your brand.

Additionally, and thanks to the continuous innovation of mobile devices, the use of consoles and any digital entertainment medium results in a new literacy that no one can escape, unless they do not want to miss out on great brand experiences. They have also allowed video games not to belong only to the group identified as gamer, positioning itself as an entertainment staple.

From Segmentation to Gamification

Which? The Gamification, which is the application of gaming and game design to engage and motivate people to achieve their goals. It is directly related to people's basic desires in regards to their ideal of achieving something.

According to Gartner by 2015, a Gamification service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon.

Yes, you read correctly.

It is no longer only important to know in detail the preferences of the consumer, but also his facet in this dimension of leisure.

And this thing about Gamification does not seem to be a passing fad because its main insight is as powerful as nature itself and that is, the desire to compete and win. No matter who it is addressed to, competitiveness is the main motivator that encourages its purchase and frequent use.

Also, Gamification transforms the winning effect in endorphins in the consumer's brain that, through good creativity, can cultivate and enhance marketing strategies to give video games a fundamental position to approach, fall in love and make the consumer your loyal player.

Are you ready to gamify or be gamified?