En la actualidad y en este mundo en el que nos desenvolvemos, un constante cambio es casi que a diario, de aquí a que los nuevos medios o medios alternativos sean herramienta fundamental en nuestras estrategias comunicacionales.
El Game Marketing es una aplicación que tiene como base los juegos virtuales u On-Line Games, y consiste básicamente en el entretenimiento del consumidor, el Game Marketing se asocia o es una modalidad del llamado Marketing Viral ya que cada receptor o usuario del juego lo transmite a sus contactos y de esta manera hace mucho mas eficaz la recepción y alcance del mensaje.
Según datos del Júpiter Media Matrix, el online gaming crece a un ritmo del 25% anual, siendo esta la quinta actividad mas desarrollada por los internautas, además el 81% de los que participan en un juego online, le pasan su link a al menos una persona y el 49% se lo hacen llegar a dos o tres. Es por esto que el Game Marketing se convierte en un nuevo elemento para tener en cuenta dentro de estrategias comunicacionales y surge así el nuevo concepto de Online Games Marketing: hacer circular por la red el link a un juego virtual relacionado con la empresa desde el que se accede a la página web de la misma.
El éxito de crear un juego para nuestra campaña, esta en que este sea muy adictivo y así mismo sea el portador de valores de marca y/o producto para hacer llegar al grupo objetivo, siendo muy importante definir bien el concepto del juego y el perfil psicológico del jugador tipo.
El Game Marketing va desde juegos muy sencillos como los Advergames en los que el usuario juega contra la maquina y son de contenido muy simple, hasta juegos de realidad virtual en los que se involucren cascos, guantes y otros dispositivos habilitados para el objetivo del juego.
En un estilo para este tipo de aplicación se habla también de los Online Business Games, en los que para empresas algo mas serias o con un énfasis distinto, crean juegos en los que se invita al consumidor a tomar decisiones estratégicas en ámbitos reales, montados para cumplir con el objetivo del juego. Es algo mas como un simulador de empresa real en la que el usuario se atreve a tomar decisiones estratégicas que afecten o favorezcan la situación simulada a la que se enfrentará.
Teniendo una breve definición de lo que es y en lo que se convierte el Game Marketing, por sus beneficios y atracciones, mi intención es invitarlos a conocer un poco mas del asunto, y hacer de este un nuevo elemento o vehículo de información para nuestras campañas. Algunos ejemplos…
http://www.juegosjuegos.com/jugar-juego/nabisco-mini-golf.html
http://www.siainteractive.com/sitio2/02010507.htm
http://www.lucastraining.es/business_game_brands_curso.htm
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