Bespoke games for brands, also known as Advergaming is a powerful way to connect with consumers. Unlike traditional advertising which is passive and one way, a well-executed Advergame engages the consumer deeply. A sound strategy, great creative and an experienced mobile app developer are essential ingredients though.

1. Brands and
Advergaming
How marketers can benefit from mobile games
Image

2. A bespoke game created specially for a brand.

3. Advergame | ˈadvərˌgām ˈædvərɡeɪm| :
used interchangeably to describe both
a bespoke game for a brand or
in-game advertising by a brand

4. Nissan branding in SIM City is an
example of in-game advertising.

5. OUR FOCUS:
Advergames for brands

6. Why Advergaming for
brands?

7. Today, marketing is not about
talking to consumers.

8. Marketing is about brands doing.
And consumers talking about it.
Image

9. Red Bull’s space diving project
involving Austrian skydiver Felix
Baumgartner brought alive brand
promise of ‘extreme energy’.

10. P&G went beyond a television ad in the
‘Thank You, Mom’ campaign.
Provided a ‘home away from home’ for
moms of US athletes at the Olympics.
*Source

11. Creating an advergame is all
about a brand
• Taking Action
• Creating a brand experience
• Involving its consumers

12. “If you do build a great experience,
customers tell each other about
that. Word of mouth is very
powerful.”
~ Jeff Bezos
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13. Some examples & learnings

14. A mobile game for a chewing gum brand
Source

15. Image

16. Gumulon for Stride
• Game controls through chewing action - an immediate
‘head turner’; gets a ‘wow!’ reaction
• In line with the category
• Tight brand integration and link to product
• Used mobile phone hardware features well (front-facing
camera)
Source

17. A mobile game which amplified a unique
element from a TV ad
Source: Waterslide Extreme

18. Source: Waterslide Extreme

19. Waterslide Extreme for Barclays
• Barclays UK released an ad in 2008 dramatising
contactless payment technology
• The ad, ‘Waterslide’ went viral and hugely popular
• Barclays created the Waterslide Extreme game app
on the iPhone, re-creating the water slide
movements on a mobile device
Source: Waterslide Extreme

20. A mobile game which brought alive the ethos of a
brand
Source

21. “The Scarecrow” Mirrors Chipotle’s
Own Journey to Cultivate a Better World
Source

22. The Scarecrow app for
Chipotlé
• Chipotlé wanted to convey that it ‘cares’
to promote natural food and is fighting
against the ‘evil’ of processed food
• Unique Hollywood-like production values
became a talking point
Source

23. Learnings
Bring alive the brand story to suit the mobile app platform
Create a unique talking point around the game - through game
features or the tech
Ensure great production values as the advergame has to compete
for attention with the best of mobile apps

24. How do brands benefit?
A win-win situation for both consumer & brand: Brand’s
values, message or key communication elements presented
in a manner that is native, natural and immersive
Active, involved consumer; not a passive consumption of
marketing message

25. Advergame: 4 things to
consider
• Build the advergame concept on a property unique to the
brand: ad theme or baseline, brand promise
• Think of it as long term investment: takes time & effort to
build a great game
• Done well, it is a moat between you and your competition
• Choose a partner with experience in gaming, app
development & mobile technology

26. ABOUT US
Robosoft Technologies
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27. Robosoft
What we do
Delivering mobile solutions across segments and platforms, we have worked with major brands
across the globe. With 1400+ apps, 200 million+ downloads, we have a diverse portfolio.
Key Services
APP STRATEGY DESIGN ENGINEERING
Key Segments
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CONSUMER
MOBILITY
GAMES &
ENTERTAINMENT
ENTERPRISE
MOBILITY

28. ColorsTV Pepsi Now NDTV ESPNcricinfo Dhoom 3:
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The Game Paytm
Key Projects

29. Key Clients
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30. 2014
2013
“Nick World” - Social Media & Digital Marketing Award, CMO Asia
“Dhoom 3: The Game” - IDMA Awards, FICCI, The Smarties
“Paytm” - IAMAI
“Dhoom 3: The Game” - Windows Million Downloads Club
“Game Your Video” - Demo India
“NDTV” - IAMAI
“WWF Together” - App Store BEST of 2013
“Game Your Video” - Macworld Best of Show, App of the week
“Times of India” and “VideoPind” - IAMAI
“NDTV” - Asian Digital Media Awards
“Boom” - Macworld Best of Show
“Jim and Frank Mysteries” - Apps fire Award, NASSCOM Super Pitch
“Jim and Frank Mysteries” - Runner up Apps Star Award
“NDTV” - Asian Digital Media Awards
2012
2011
2010
Pre
2010 “The Movies” - BAFTA
© Robosoft Technologies

31. CONTACT
Mumbai: ninad.chhaya@robosoftin.com
UK: roger.davies@robosoftin.com
© Robosoft Technologies