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Are You (Adver)Game?

Ted Murphy, CEO of Mindcomet, recently shared his firm’s recipe for advergame development success with Fast Company.

Ted Murphy, CEO of Mindcomet, recently shared his firm’s recipe for advergame development success with Fast Company.

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  • Strategy What market are they trying to target? What is their demographic? Not every game is suited for every type of person.
  • Hook What value-added offers are we going to incorporate? Sweepstakes, Discounts?
  • Solid advergame Four components play into creating a solid advergame: rich graphics, standard technology, intuitive game play, and brand integration.
  • Promotion You want to utilize existing data and user information. By touching existing users, you are capitalizing on the initial investment in the advergame through a continued email relationship. Second, promotion through a third-party Web site is key in increasing reach. Finally, many companies neglect to place their advergame on their own Web site.
  • Data collection Collect relevant information to the game and user. It is also important to gauge user preference on the products and services that the company offers.
  • Incentive-based referrals Viral referrals are the most cost-effective method of promoting the advergame. For every person contacted, another two or three prospective consumers can be reached. As an incentive for the current user to refer a friend, new levels or moves can be unlocked for their current game play.
  • Referral messaging Existing player’s information and scores can be used to get other people interested in the game.

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