Ideas to Make the Most of Your Exhibition Game at a Trade Show or Event

Filed under: Branded Games — Simon Walklate

We get lots of interest from businesses looking for ideas for using games on an exhibition stand, so I thought it’s about time I write up the main options you have.

I’m not going to go into specifics of possible gameplay concepts. That’s very much dependent on your industry, target audience and the products or services your business is promoting. (Please feel free to get in touch if you’re looking for game ideas).

What I am going to do is give you some options on how you can implement and use an interactive game on your exhibition stand, as well as getting the most out of your game. I’m also going to go over some best practices that you should be aware of.

The ‘Build It and They Will Come’ Approach to Branded Games

Filed under: Branded Games — Simon Walklate

Branded games can be a great way to get huge exposure for brands. The problem that I see more often than you would think (and I would like) is businesses insisting on taking the ‘build it and they will come’ approach, despite being strongly advised against it.

As with most bad ideas, it comes from a lack of knowledge and experience and it’s definitely not the client’s fault for thinking this way. People see the hype around branded games and think they’re something magical, where you build this piece of content, post it to your website and all of a sudden (by some sort of psychic link?) millions of people will suddenly know about it, visit and play it. Although branded games can be quite magical at times, in terms of just how many people they can reach, there’s nothing magical about the hard work that goes into launching one successfully.

Things Every Brand Should Do With Their Branded Game

Filed under: Branded Games — Simon Walklate

Branded games really are the king of premium content that can help engage your audience, give your PR the hook it needs to get coverage in online and traditional media, help your SEO efforts and more. But like with any content, it can be the most amazing piece ever created, but if few people know it’s there, it will fail.

Without a promotion strategy to drive a good number of players in the first instance, you’re fighting an uphill battle and will likely be disappointed with the results. On the other hand a good strategy, implemented well, can produce great results. But it does require some work, above and beyond the production.

Why You Should Always Choose Custom Branded Games Over Reskinned Games

Filed under: Branded Games — Simon Walklate

Off-the-shelf, reskinned branded games can be tempting due to the seemingly much lower cost vs custom built solutions. A game is a game, right? Wrong. Here’s why you really should steer well clear.

Quality is Generally Lower

This isn’t always the case, but generally companies relying on bulk sales of off-the-shelf games, at a much lower rate, offer a much lower quality product. As with everything, you get what you pay for. Do you want to commission a developer who’s having to churn out endless generic games with no guarantee they will make any money, just to make sure they have everything covered in advance, or a developer who knows they’re guaranteed fair compensation for their work and will carefully craft your game from the ground up, with your brand in mind?

HTML5 vs Apps for Branded Mobile Games

Filed under: Branded Games — Simon Walklate

Now that we are well into the age of mobile and businesses, marketers and content creators are more often than not putting mobile first, one of the biggest dilemmas is how best to deploy branded content to make it accessible to mobile devices. This is especially true of branded games.

The two main choices boil down to either using HTML5 or making it downloadable and installable as a standalone application via mobile app stores. Each have a great number of pros and cons and it’s important to be aware of the implications of choosing one over the other, when planning a new project.