Combining social media and games sounds like a dream come true for some people, but it might seem like the start of a dystopian future (with kids glued to screen, square eyes and all) for others. One thing that's certain is that social media and games are now so interlinked, you could say that a world with games that stand alone without Social Media is impossible.
Why do games and social media work together?
The way I see it, the whole gaming industry is using social media as a core platform. And it makes a lot of sense to do so for marketing and engagement purposes, even if the game in question is not playable through the social channel itself.
Games like Black Ops 3 have mini games on social media that promote their main games. Others like Farmville and Bejeweled are solely available on Social Media. These games gain their audience by encouraging players to share progress, achievements even losses. This in-turn drives more users to know and start playing the game.
Who is taking advantage of this ?
There are many established brands creating games on social media to drive their sales or just provide more engagement with existing or new users. These brands have realised that social media and games are a strong mix that can increase customer engagement.
Brands like Honda have advertised new cars in games such as Car Town and MasterCard has created games for their customers. You might be thinking to yourself that games are for kids and it must be a waste of time, but it's important to realise that the average age of social media gamer is 40.
What does this mean for your business?
If you have fully embraced social media marketing and have reached your digital pinnacle for your brand, maybe it’s time to expand your reach further by having a game built for your brand, that your current customers and future customers can engage with.
Social gaming is a great way to offer not only rewards, but also a branded and rewarding game experience to potential customers that can turn regular fans into super fans. These can help build brand loyalty and help create or increase your brand's community.
Do you think you will explore this space one day? Or can you imagine your business having a game out in the near future?
I would love to know your thoughts.