How Has Mobile Marketing Been Used With Games So Far?

In-game advertising is fast becoming one of mobiles newest prospects for actively engaging customers. It offers rich, attractive looks to branding, fresh new approaches to increasing customer receptiveness. The potential of the in-game advertising is already being notice by some of the world’s biggest corporations as the implement it in to their marketing strategies, so how has mobile marketing been used with games so far?

In-game advertising presents several approaches to engaging mobile users as they play a game. There is the “Ad Wrapping” approach, which is a few seconds of advertising at the start or end of a game. There is also specific in-game advertising where the game is played as usual but images and background spaces within the game are used as advertising spaces and then there are “Interstitials,” short video clips that are pushed in – between the games, this can also be a banner or preview within the game as well.

Already some of the world’s leading brands such as Nestle, the U.S. Navy, Nikon, Kia, Sprint and Yahoo are relying on in-game advertising to generate new avenues for customer engagement. These brands have all used EA Mobile’s free “Lemonade Tycoon” iPhone game to deliver advertisements. As well as Lemonade Tycoon, EA Mobile has released five other new gaming titles for iPod touch and iPhone, including American Idol and Trivial Pursuit, which are Pay-per download. Lemonade Tycoon displays its advertisements in-game, which eliminates the need to come out of a game to see ads. The advertisements are displayed as soon as the game loads and are refreshed every five “game days,” a virtual time measurement. The ads are also cached in the background, and will replay if no ad network connection is found.

Thus far, EA has offered Lemonade Tycoon as a free download to its customers. This has allowed the success of in-game advertising to be gauged accurately as the free download means a much larger amount of customers are actively downloading and playing the game. In India, large customer scopes proved hugely successful for promoting the Bollywood movie “Jurm.” The simple puzzle game used to promote the movie received 150,000 downloads in the first day of its release and by the end of the week had recorded downloads in excess of 500,000.

The extensive reach and appeal of mobile gaming has unlocked unlimited potential for advertising through games. With many of the world’s leading brand names making long-term investments into the venture, it seems only a matter of time before mobile marketing in-games truly becomes a globally recognised and endorsed marketing approach.

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