Fri Jun, 2011 by Derek Mehraban
New research from Saatchi & Saatchi shows users do not mind learning about new brand products within social games. Infact, 2 out of 5 respondents actually prefer that as a method of content delivery. Social challenges seem to be particularly pleasing. Offering a discount for completion of a challenge is rated by 57% as very compelling. Whereas the old thinking about status rewards as a prime motivator is slipping, only one third of respondents found them compelling.
The new news for the digital agency is the welcome intrusion of branding within social games. Deep down what the user is looking for is information that seems relevant and responsive to their actions. If the user were to abandon the game, then so too would the branding information, whereas completing the task involves more branding information. The digital agency needs to develop dynamic ways to move information while giving the viewer the illusion of control over that information.
E Marketer: Web Users Welcome Brands to Social Games