If, as in many Australian companies, you took a break over the Christmas holiday period, resuming a normal pace of work in the new year may require a kick start. So for our first infographic of 2017, we offer some light relief: a chart of the hidden games to be found across Google’s platforms.

Underneath this slice of fun, however, lies a key takeaway for businesses. Depending on your audience, incorporating digital games into your marketing plan could be a canny move.   

Consumers are faced with hundreds (if not thousands) of adverts each day, which means that it pays to think creatively to raise your brand above the melee.

Dumb Ways to Die, for example, was a messaging campaign launched by the city of Melbourne’s Metro service in 2012 to highlight the dangerous situations associated with trains. As part of the campaign a range of games were released as an iOS app. Overall, the apps were estimated to have generated 200 million downloads¹, perhaps helped by supermodel Kate Moss describing the game as “totally addictive”. The genius of this approach was to engage the audience on a serious topic in a compelling way. Other brands that have incorporated ‘advergaming’ into their marketing strategy include Ford, Cadbury, Target and Heineken².

A global survey revealed that 62% of smartphone owners used their device to play games recently³ – and figures for the Asia Pacific region are ahead of those for Europe and North America.  So if you think gaming is just for fun, think again. It could be just the ticket to spending branded time with your audience.

Infographic: The bonus of games



Source: Euroffice


Tan Allaway

Tan Allaway is a former editor of PwC’s Digital Pulse.

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