The Importance of Mobile Gaming in Customer Engagement
Mobile gaming has become increasingly important in today’s digital world. With millions of people playing mobile games every day, it has become an effective tool for customer acquisition and engagement. Mobivity, a provider of technology connecting mobile gaming audiences to real-world brands and products, recognizes the value of mobile gaming in reaching and engaging with customers.
According to Mobivity, the typical person is bombarded with thousands of ads each day, causing them to tune out and ignore most marketing efforts. However, mobile gaming provides a unique opportunity to capture the attention of consumers. With mobile gaming being one of the most popular activities people do on their phones, presenting contextually relevant ads to gamers while they are fully engaged in the game can be an effective way to capture their attention.
How Mobile Gaming Benefits MULO Retailers and Restaurants
Mobile gaming offers several benefits for Multi-Location (MULO) retailers, restaurants, and convenience stores. One of the primary benefits is the geographical distribution of mobile gamers. As gamers play a mobile game and earn brand rewards, having a nearby brand location for in-store redemption becomes a significant incentive for them.
Another benefit is that mobile game developers have longed for the ability to tap into the MULO consumer audience. By offering real-world brand rewards in mobile games, developers can attract and engage these consumers who are already playing for virtual rewards within the game.
For MULO brands, mobile gaming can lead to increased traffic, engagement, and higher basket sizes. According to Mobivity’s data, the average basket size of redeemed offers is 2.2 times larger than the offer benefit itself. This means that offering rewards like free burgers or discounts on gas can lead to increased purchases and larger transactions for MULO brands.
Strategies for Long-Term Customer Engagement in Mobile Gaming
Keeping customers engaged in the long term is a challenge for many brands, as consumers today are often brand-fickle and easily distracted. To address this, brands need to go beyond just offering their products as the incentive for customer retention. Instead, they should present customers with something they already enjoy doing, like playing mobile games, and connect the rewards directly back to the brand.
By understanding that customers are more than just the products they buy, brands can create a deeper connection with their customers. Adding mobile games to regular offers and rewards can increase opt-ins and decrease opt-outs, signaling that the brand truly understands and values its customers.
Success Stories: How Mobivity Boosts Purchases with Mobile Gaming
Mobivity has seen numerous success stories with its mobile gaming platform. One notable example is Circle K, which achieved its customer acquisition goal 30% faster at a reduced acquisition cost of 82% through Mobivity Connected Rewards. Another success story comes from Checkers and Rally’s, who were struggling to engage their lapsed customers with regular offers. By adding a mobile game download to their offer, they saw a 54% redemption rate from their previously unresponsive customer segment.
These success stories demonstrate that mobile gaming can be an effective strategy for increasing customer engagement and driving purchases. By leveraging the popularity of mobile games and connecting them to real-world rewards, brands can attract and retain customers effectively.
Mobile Gaming Boom: Up-and-Coming Categories and Predictions
While many notable restaurants and consumer packaged goods (CPG) brands have already embraced mobile gaming, Mobivity is seeing growing interest from convenience and fuel brands. Convenience and fuel brands, such as Circle K, have recognized the potential of mobile gaming to drive loyalty app downloads and engagement. With more convenience and fuel brands lining up to leverage mobile gaming, it is expected to become a booming category in the future.
Looking ahead, Mobivity predicts that the mobile gaming industry will face a reckoning soon. Game developers are consuming brand inventory faster than brands can keep up with, leading to a potential oversaturation of ads within games. However, connected rewards providers like Mobivity can help brands, game developers, and consumers have better experiences by providing a more balanced and effective approach to mobile gaming advertising.
In conclusion, mobile gaming is an essential tool for customer acquisition and engagement, particularly for MULO brands. By leveraging the popularity of mobile games and connecting them to real-world rewards, brands can capture the attention of consumers, drive purchases, and increase long-term customer engagement. As the mobile gaming industry continues to grow, brands should consider integrating mobile gaming into their marketing strategies to stay ahead of the game.
Analyst comment
Positive news: The Importance of Mobile Gaming in Customer Engagement highlights the value of mobile gaming in reaching and engaging with customers. It presents an opportunity for brands to capture the attention of consumers and increase customer acquisition.
As an analyst, I predict that the market for mobile gaming will continue to expand, especially for MULO brands. By leveraging mobile games and connecting them to real-world rewards, brands can drive purchases and increase long-term customer engagement. However, there may be a potential oversaturation of ads within games, so it is crucial for brands to use connected rewards providers like Mobivity to ensure a balanced and effective approach to mobile gaming advertising.
