Advertising through games

Marketers are looking for new ways to engage customers through online mediums. Aside from social media and ads, what options do they really have? Many companies are turning to sponsored games.

Companies like Mentos have created small online games or game apps that can casually played. As opposed to a standard game, casual games are games that typically won't be played for more than a few weeks, and don't require much time. Games created by Zynga for Facebook fall under this category. The game developed by Mentos is inspired by one of their commercials that was particularly popular. Since making the game app, it has been downloaded 1.7 million times. Source

Overall, these games not only increase brand awareness, but also engage customers in the company. One of the largest demographics for these games are women. Not only has the amount of female video game players increased by 55% last year, but 43% more women ages 55-65 would describe themselves as game players Source. In families where women either have the majority of buying power or split it with their partner, this kind of brand involvement really pays off. 70% of game players say they are more likely to buy from companies that sponsor free games. 67% of game players say they'll pass the game along to their friends, providing a wider audience as their game spreads.

What do you think about company sponsored games or mobile apps? Do you have any? Are you more likely to buy from the companies that have these games?