| There's been a lot of hype lately about gaming, | | | | 4 uae team well known for mobile and flash |
| advergaming, and the role both play online and in | | | | games claim more companies are anteing up to |
| the mobile marketing value chain. Brands can use | | | | invest the six-figure sums that are required to |
| web based and mobile games for brand | | | | field a full-blown, highly branded video game online. |
| awareness, premium content revenue, product | | | | Such games weren't even a possibility until the |
| placement, and so on. Games can help integrate | | | | very recent advance of Internet-transmission |
| fun and entertainment into the mobile consumer's | | | | technology.Mobile Gaming catching on in the UAE |
| experience, driving overall adoption of mobile and | | | | Mobile Advergaming |
| brand participation.Online gaming -- a marketing | | | | Advergaming basically promotes a product or |
| method sometimes referred to as "advergaming. | | | | service throughout the game. Many brands |
| The sheer magnitude of feedback from the | | | | already leverage advergaming in campaigns |
| contest4uae team suggests this format in online | | | | Teen Expectations based on a research carried |
| marketing campaigns is catching on in the UAE. | | | | out by the contest4uae and mobile4uae Team |
| The ads encourage consumer interaction, | | | | The team, looked at how teens use mobile |
| garnering relatively high click-through and | | | | content and what would make them . The results |
| conversion rates in the process. This facility for | | | | sugested teenagers expected to be marketed to |
| engaging users has led many companies to | | | | on their phones, similar to how the Internet, TV, |
| develop online games that not only increase brand | | | | and other media work. In regard to gaming, teens |
| awareness and recall, but that also can be used in | | | | anticipate and expect advertising, special offers, |
| conjunction with online contests and promotions | | | | e-mail, and SMS messages advising them of new |
| to attract registrations and expand e-mail | | | | games, incentives, and ways to rate and share |
| databases.Instant-win promotions and contests | | | | games (viral marketing). |
| requiring some level of consumer participation are | | | | The poll also shows teens are surprised there |
| increasingly popular. Again, their purpose goes | | | | aren't more games that tie into the brands they |
| beyond branding into acquisition and building | | | | recognize (they're actually looking for television |
| databases of customers and prospects. These | | | | and movie references). Teens expect advertising |
| games can take many forms, from a | | | | in their gaming experience, particularly if it leads to |
| roulette-style wheel spun by the user to | | | | discounts or incentives. |
| determine whether she's got a winning game card | | | | And one of the main reasons for this is to enjoy |
| to an online drag race in which consumers | | | | using mobile features at a reduced cost.For |
| challenge an automated car for a chance to win a | | | | information on the research report for the uae i.e. |
| Brands are finding more and more ways to | | | | Sharjah, Ajman, Abu Dhabi, Ras Al Khaimah, |
| tweak otherwise simple contests and create | | | | Fujairah, Al ain, Dubai and Umm Al Qaiwain visit or |
| more interest in them. Kotex, for example, has | | | | get in touch with the team at |
| used an ingenious online game to overcome a | | | | How can games be made more economical for |
| natural lack of interest by teenage girls in | | | | consumers? Perhaps the easiest and most talked |
| communicating with the Kimberly-Clark | | | | about method is to subsidize games through |
| Corporation hygiene brand. Girls can not only win a | | | | advertising. By watching an ad before the game |
| prize instantly by trying to collect pieces of virtual | | | | or allowing brand product placement within a |
| clothes, but they can also win a grand prize if | | | | game, consumers can download the game at a |
| they manage to become the only person to | | | | discount or for free. |
| collect all of the pieces. About 11 percent of girls | | | | Advertising dominates every sphere of our life: |
| playing this game return more than 10 times; each | | | | the Internet, television, outdoor, online... Ads are |
| visit strengthens their relationship with the Kotex | | | | everywhere, and mobile is no exception. Ads are |
| brand.Advergaming is also a great opportunity for | | | | being rolled out or trialed in messaging, mobile |
| integrated marketing efforts. A recent | | | | Web, video, and downloads. As with every other |
| sweepstakes for an apparel company, for | | | | advertising medium, ads will play a role in the |
| example, promoted the apparel company's new | | | | mobile channel. It's simply a question of how and |
| "tagless" t-shirt by using a tag as the virtual game | | | | when. |
| piece: "Lifting" it with the mouse revealed the | | | | What opportunities do games present to the |
| visitor's prize. | | | | brand? A source of premium content revenue? |
| New synergies are being created daily as | | | | Maybe. A chance to connect with consumers and |
| interactive-relationship marketing helps drive | | | | build brand awareness on an ongoing basis? Yes. |
| consumers beyond the Internet. For example, a | | | | An opportunity to integrate advertising and |
| supermarket chain has used its online games to | | | | product placement into games to further expand |
| drive people to supermarkets to actually buy its | | | | the message to the consumer? Definitely! |
| products, by offering the chance for customers | | | | Advergaming presents an opportunity for brands |
| to print "mystery coupons" off the Internet, | | | | to reach the consumer. If the demographic target |
| which can be redeemed in-store for prizes ranging | | | | like the UAE is ideal and fun is a focus, try |
| from 50 cents off to a US$ 1 million jackpot.One | | | | offering games as part of your mobile marketing |
| marketer specializing in such online instant | | | | mix.As with other promotional initiatives, The |
| promotions had noteworthy results with | | | | Contest4uae & Mobile4uae Team stresses the |
| incentive-based online games and contests hosted | | | | goal is for sustained dialogue with consumers via a |
| on The Development team of contest for uae | | | | trusted relationship with their brands. Contest4uae |
| points out the average instant-win game created | | | | & Mobile4uae ensures consumer protection by |
| by their company receives 2.7 times as many | | | | requiring a double opt-in for participation, although |
| opt-in registrations as a traditional sweepstakes | | | | double opt-in isn't necessary. To maximize the |
| promotion | | | | consumer relationship and brand loyalty, and also |
| But while it may cost a brand marketer only a | | | | offers a loyalty or points program for repeat |
| few thousand dollars to develop, launch and | | | | visitors. |
| execute a simple online sweepstakes, the contest | | | | |