Building a branded Facebook game isn’t necessarily an expensive endeavour, says Peter Coish, president of Cloud AdAgents, but it can be
a complex one, both from a technical and strategic perspective. Here are some tips on how to build the right game for your brand:
Who’s building?
Some agencies, such as Taxi 2 and Grip Limited, have designed Facebook games from the front end to the back. Cloud AdAgents, on the other hand, contracted technical development for Scene Trivia Stars to a third party (see page 25). Marketers should consider the capabilities of their agency partners and the technical complexity of the proposed build when deciding which way to go.
The brand fit
“If the game is well-designed, you can reinforce certain brand attributes,” says Coish. Kokanee’s Stop Sasq, developed by Grip Limited, utilized a known brand story and characters. Scene’s trivia game meshes with its general appeal to movie lovers. Launching your own version of Space Invaders won’t reinforce any of the messages you want to send to consumers.
Keep ’em coming back
A good Facebook game is more than a one-time experience for consumers. Elements such as leader boards, the ability to compete with friends and hidden “Easter eggs” give players a reason to revisit a game.
Measuring success
Games can be a great way to build up a Facebook fan base, especially when paired with contests. Beyond the “likes,” though, marketers should take into account engagement statistics like the number of re-plays, comments and shares a game generates.
Related
• Time to get in the game?
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