May 5, 2015
Advertisers know the value of inserting marketing into games, as well as using gamification in the ads themselves. Pretty much every game we play on our mobile devices is fueled by advertisements. But the downside is that often these ads are distracting and not well-received as they take you out of the game, or force you to wait until the ad finishes in order to resume the game (buying the ad-free version of Words With Friends was the best $1.99 I’ve ever spent).
A solution for this marketing dilemma has come out of Salt Lake City, Utah. Gameit is a newly launched mobile trivia app that rewards users with prizes and shopping deals by interacting with brands. Gameit also recently raised $1.6 million dollars in a seed funding round closed $1.6 million seed funding round led by DAK Capital and with the help of several angel investors.
“72 percent of Americans ignore ads completely, yet companies continue to spend billions on advertising each year to try and reach them. By gamifying mobile advertising, gameit is changing this paradigm,” said Bryce Johnson, CEO of gameit. “gameit creates a true value exchange between advertisers and their audiences – incentivizing consumers to engage with brands, while driving a higher level of brand knowledge and retention. It’s a win-win for everyone involved.”
Everyone likes winning stuff, so gameit has created trivia games around branded products where the ultimate prize is winning the product for free. The games have very specific instructions. First, you select the product you want to play for by scrolling through the options. Then you are given ten trivia questions to answer. The goal is to be the fastest player with the most accurate answers. The game ends either when the contest times out or the maximum number of plays is reached for a particular product. You can play multiple times for a product, but you’ll be given different questions. You win virtual currency for each correct answer, and use that virtual currency to buy more plays or games. Whoever has the most correct answers at the end of the contest wins the product. Even if you don’t win, you’re guaranteed some kind of discount on the product depending on how well you played the game.
This app could potentially be a game changer (see what I did there?) for the world of mobile marketing. Sure, lots of marketing strategists are hip to gamification, but this app does it in a different way. It leverages the popularity of games on mobile devices and eliminates the distractive nature of advertisements…since the app itself is basically one giant marketing tool.
Image Credit: Flickr/Johan Larsson
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