The development of mobile gaming and its relation to digital marketing are huge trends at the moment. Mobile web games are a new initiative as the games are played directly through the mobile browser. Users will access the game via a mobile website or link within a tweet, chat, post, or even within a native app. The next top 5 will tell you why you should incorporate them into your digital marketing efforts.
No download required
The requirement of downloading a game from the app store is a large hurdle for branded games. In many cases, people are not very likely to download a branded game from a store if they aren’t heavily incentivized. This requires additional marketing budgets next to the development costs of the native game. Mobile web games do not require any type of download – just click the link, open the game and play.
Leading brands are doing it
Reaching out to people on mobile and connecting with them is a difficult task for many brands as engaging mobile users is hard. Still, users spend a third of their time on mobiles playing games. On tablets alone, that number jumps to two-thirds of time spent. Major brands like Disney and McDonald’s have understood this and have made mobile web games a part of their digital strategies.
Most brands favor video for their online advertising initiatives, but on mobile, video can feel intrusive and annoying. The overall engagement time of a branded video or trailer is capped at the length of the video (e.g. 15 or 30 seconds typically, with the ability to close it after seven seconds). With branded games there is no such thing as a limitation, the average engagement time for mobile branded games ranges from three to thirteen minutes.
Games can go everywhere
Mobile web games allow for a wide distribution. Companies will be able to use all existing and emerging game distribution channels like mobile web game sites, content feeds of major mobile media sites, the growing set of alternative game stores from Amazon, Mozilla and Tizen, the game marketplaces being introduced by all major phone carriers, mobile messaging apps like Kik Messenger, on Facebook and Twitter, and within the Apple App Store or Google Play. HTML5 games can easily be set up for native app stores. Even desktops and connected TVs can run mobile web games.
The social sharing ability of mobile web games is huge. With no download requirement and the fact that mobile web games can work directly within the existing mobile social channels like Twitter and Facebook and emerging ones like Kik, a branded mobile web game has the real possibility of going viral without much effort. Additionally, companies are able to gain deep insight into how the game is shared and by whom. Social analytic tools play an important role in monetizing any web game.