Confessions of a Gamer

Posted By George Diguido On June 30, 2011 @ 9:58 AM In Opinions | No Comments

OK.  I’ll admit it.  I am a gamer.  In my “Man Cave” I’ve got xBox, xBox 360, Wii, and Playstation all hooked up to a sixty-five inch high definition TV.  I also happen to be a bit of a gadget guy.  And now, even with all of these consoles and all of that processing power, it all just sits there collecting dust.  Sure, it has something to do with having a two year old at home, but it has more to do with the fact that more and more gamers are turning to social and online games than traditional consoles.  It is not just the Zyngas or Meteor Games of the world who are seeing the growing trend.  In fact, major brands are now also turning to social gaming to help drive brand engagement and loyalty.  So, how can these marketers truly capitalize on gaming?  The answer:  integrated email messaging.  This tried and true marketing channel can (and will) be a key component in driving increased brand engagement, loyalty and incremental conversions across channels.

It seems that everywhere you turn these days there is a new social game out asking you to farm crops, to fight bad guys, or to conquer historical empires.  Millions of people engage in social networks and social games on a daily basis.  They are on computers, tablets, iPads, smartphones, and each one of these devices have email access.  These people are not just gamers, they are your customers.   

There is a lot that can be learned from what these gaming companies are doing well, and what they aren’t doing so well. 

 -          Engagement.  People engage on social networks and with social games because they are fun and entertaining.  Email campaigns and creative should be used the same way.  Look to engage your audience with fun and interesting creative to help drive actions and increased conversion.

-          Triggered Messaging.  One area that has yet to really be exploited in the social gaming community is event based messaging.  Email and web analytics integration allows for timely emails to be triggered to website visitors and help save lost conversions.  Shopping cart abandonment emails show tremendous return on investment when implemented for online retailers – and could have an equally strong impact in the social gaming industry.

-          A Reason To Return.  The key to the success of social gaming has been the ability for the most popular games to keep players returning to the platform.  By providing value and relevancy to email recipients, marketers can provide the same experience.  Create campaigns that make audiences want to go to your website to learn more, transact, and convert.

Email marketing is a critical piece to digital communication strategies.  Marketers need to look to and learn from other industries to help take their programs to the next level.  Social gaming is just one of the hot industries where marketers can understand what’s working and what’s not working in terms of their interactive strategy.  So will all of those gaming consoles in my basement ever be used again?  Who knows.  By the time my son is old enough to use them, there is no telling what the Sony’s, Microsoft’s, and Nintendo’s of the world will have for the next generation of gamers.  I’m sure it will be awesome.

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