Ever wondered how successful games are created? They don't appear by magic, although that's exactly what the development team sometimes does. Successful cases are the right steps and constant learning from the examples of other companies. today we want to share with you just such an example in order to continue to develop the gaming industry and make it even better for every gamer!
What is gamification marketing?
Gamification marketing, also known as games for marketing, is a strategic approach that leverages the power of games to promote brands, engage audiences, and drive customer participation. These games integrate brand messages, products, or services into the gameplay, providing an interactive and immersive experience that captivates players and promotes brand awareness.
Numerous studies have explored the impact of gamification in advertising, marketing, and branding contexts, highlighting its ability to enhance brand engagement, increase brand loyalty, and positively influence purchase intentions. Additionally, empirical research in mobile marketing has demonstrated the significant impact of gamified campaigns on consumer engagement, including heightened attention, participation, and interaction.
How to create a successful game for marketing: 5 steps
Creating a successful game for marketing requires a well-thought-out approach. Follow these five essential steps to develop an engaging and entertaining game that effectively promotes your brand:
Step 1: Define Your Objectives and Target Audience
The first step in creating a successful game for marketing is to clearly define your objectives and identify your target audience. Understanding your goals and the specific audience you want to reach is crucial in tailoring the game experience to resonate with them effectively. Consider the purpose of your game, whether it's to increase your audience and brand awareness, drive customer engagement, monetize your game or promote a specific product. By defining your objectives, you can align the game mechanics, visuals, and overall experience to meet your specific marketing goals.
Step 2: Collaborate with Expert Game Developers
Collaborate with expert game developers, such as HitBerry Games, that specialize in creating successful mobile games. Their expertise in game development will help you make an immersive and enjoyable game that aligns with your brand objectives.
Step 3: Enhance Player Engagement through Interactive Features
To create a successful game for marketing, it's essential to enhance player engagement through interactive elements. By doing this, you can create a more immersive and dynamic gameplay experience that keeps players hooked and encourages their active participation. Consider including features such as challenges, puzzles, or rewards within the main game. These elements can provide additional layers of enjoyment and excitement for players, keeping them entertained and motivated to progress further.
Step 4: Implement Engaging Game Mechanics
Start by choosing the right game engine or platform. It will form the basis of a successful game where you incorporate the design elements and mechanics that best suit your goals. Implement engaging game mechanics that keep players entertained and motivated. Consider incorporating challenging levels, rewards, leaderboards, or social features to enhance the gameplay experience and encourage player participation.
Step 5: Continuously Analyze and Optimize
Regularly analyze player feedback, game metrics, and performance data to optimize your game for marketing. Make data-driven decisions to improve player engagement, retention, and overall success of your game.
Balanced Run - An Entertaining Game for Events
Balanced Run by HitBerry Games exemplifies the success of a mobile game designed for event marketing. In this entertaining game, players help an athlete complete a marathon by providing them with low-calorie food to replenish their energy. However, players must avoid high-calorie food to prevent energy depletion.
The player's mission in Balanced Run is to assist an athlete in running a specific distance by strategically providing low-calorie food. Success hinges on maintaining the athlete's energy levels and reaching the finish line.
Game references: drawing inspiration
Influenced by popular titles like Punch Guys, Pull With Mouth!, My Basketball Career, Drift Master 3D, and Idle Runner - Fun Clicker Game, Balanced Run incorporates elements that resonate with players of diverse gaming backgrounds.
General gameplay description: a road to Victory
As the game begins, players select a character and embark on an exhilarating journey. The character runs along a straight road, with their energy level displayed on the left and running progress shown above. A water scale is positioned in the lower right corner.
At the bottom of the screen, three different food products appear. Each item possesses a specific calorie content. Players click on a
product to feed the character, replenishing their energy with the corresponding calorie value. Subsequently, two remaining products vanish, replaced by a fresh trio.
While the character runs, their water level gradually decreases. When it reaches a critical point, the athlete requests water, indicated by a water bottle icon above them. Players must respond swiftly by tapping the icon, causing a water bottle to descend from above. The player then controls the water bottle's position, directing a stream of water to replenish the athlete's water level on the scale.
The ultimate objective is for the athlete to complete the entire distance, resulting in a victorious outcome. However, if the athlete's energy scale lingers in the red zone for several seconds, the player faces defeat.
Game controls: tapping, sliding, and managing
Balanced Run incorporates intuitive controls. Tapping activates the "Drink water" button and allows players to select a dish or product for the athlete. Sliding gestures facilitate the management of the water bottle, ensuring precise replenishment.
Character selection: before commencing the game, players choose between two characters, a Girl and a Boy, who will embark on the marathon.
Choice of three: the bottom of the screen showcases three cells, each revealing different food products. Tapping on a product prompts the athlete to consume it, while the remaining two options vanish. A new set of products replaces them in due course.
Calorie content: each food product hurled toward the athlete possesses its own caloric value. Higher-calorie items grant the athlete more energy, directly impacting their performance.
Calorie control: the energy scale is divided into five zones, ranging from 0-5% and 95-100% in the red zones where the character's movement significantly slows down due to either low energy or overeating. The orange zone, spanning 5-30% and 70-95%, causes the character to run slightly slower than usual. The green zone, between 30-70%, represents the optimal energy level, enabling the athlete to achieve their highest running speed.
Water level scale: positioned in the lower right corner, the water level scale resembles a bottle filled with liquid. As the water level depletes, the athlete vocalizes their need for water, triggering a flashing red scale and an accompanying water bottle icon.
Marathon scale: displayed at the top of the screen, the marathon scale showcases the remaining distance and the athlete's current position, instilling a sense of progress and accomplishment.
Art: building an immersive world
Location: Balanced Run's setting depicts a metropolitan road flanked by towering buildings. The athlete runs along an asphalt pathway, evoking the urban atmosphere.
Character: the protagonist is a tall athlete sporting shorts and a T-shirt, exuding a vibrant and active appearance.
Animations: vibrant and dynamic visuals. Balanced Run brings the athlete to life through various animations, including idle poses, running sequences, exhausted running motions, and the simultaneous act of running and drinking water.
Thus, through its engaging gameplay mechanics, Balanced Run combines entertainment and education seamlessly. The game also raises awareness about the importance of nutrition and hydration for athletes.
To sum up
By embracing the power of gamification marketing and following the essential steps outlined in this article, you can create an engaging and entertaining game that effectively promotes your brand and captivates your target audience. Learn from successful cases and find new collaborations to unlock the potential of game development for your marketing campaigns.