Every three months, I share 9 articles that made an impression on me about in-game advertising, advergaming, social gaming and gaming mechanics in general.
Most of the interest in gamification and user engagement for startups centers on customer acquisition. This is partly because of the short time around startup planning, but also the strong need to show and grow traction as quickly as possible. With startups like Foursquare, Codecademy and StackOverflow using gamification to build unprecedented early customer engagement, it’s no wonder so many founders want to talk about virality.
Microsoft is targeting nongamers with more than 20 new applications for its Xbox that allow easier access to movies, music and other content though Internet-connected TVs. The apps also provide access to sports content and updates through a paid Xbox Live Gold Account.
Electronic Arts has developed a rate card for in-game placement, dividing the media plays into traffic drivers, quests, store tabs and media integrations. The “Sims Social” game has been a boon to brands such as Unilever’s Dove, Toyota, Dunkin’ Donuts and Wendy’s for integration of everyday household and food items into the game’s virtual world.
Gamers have never had more choice in terms of how to play and spend. Mobile and tablet gaming is on the rise, according to Nielsen’s annual U.S. Gaming: A 360° View survey, helping to fuel a seven percent increase in total gaming time over last year. Meanwhile, total game spend for core buyers is unchanged year-over-year but allocation is shifting, with digital content and subscriptions (+8 percentage points) picking up share, offsetting lower purchasing rates for new and used games, rentals and controllers. These trends point to continued dynamism for an industry in transition.