They deliver results
"By embedding a brand and/or product within a relevant activity or associating it with a lifestyle, advertising effectiveness increases significantly," according to Fast Company. "America's addiction to video and computer games is leading the way to a new advertising medium with astounding clickthrough rates, play times and peer-to-peer potential."
Some say that advergaming offers retention rates 10 times higher than broadcast commercials; 15-45 percent of consumers who receive an advergame actually play it, and for an impressive average of 25 minutes. (Source: YaYa LLC.) These kinds of engagement metrics speak for themselves.
Games and simulations are a great way to educate your prospects and customers
Marketing is really just a two-part education process:
- Educate your prospects on how your product or service solves a pain-point or meets a need.
- Educate them as to why your solution is better than your competitors at meeting those needs or solving their pain-points.
Online games and simulations are a great branding tool because they are a powerful way to draw in your prospects. Educating prospects, or even your own sales reps, on complex concepts can be done very effectively in the framework of an online game or simulation.