The internet and the proliferation of smartphone technology has lead to a paradigm shift in how consumers engage with media. For video games, this has meant evolving from a niche hobby to becoming an international pastime. In developed nations, almost everyone plays video games. Whether they are playing a hardcore real-time strategy game, picking up the latest edition of Madden Football, or playing Candy Crush on their phones, gaming in its broadest sense is no longer an isolated subculture.
Make no mistake about it. Mobile games are making a lot of money. Even unlikely players like Kim Kardashian are making a reported $200+ million from video games. There is a real opportunity for brands to build an entirely new and potentially lucrative brand experience with video games. As you might have guessed, we are big fans and advocates of this approach. At the same time, you should plan for the difficult realities for developing a successful mobile game.
In the marketing world, branding is a high-value endeavor. These amorphous ideas of brand personality, voice, and values have become so important that for some companies tangible assets now comprise only 30 to 40 percent of their total value (Simon, M. [2011, March]. Brands in Context. Journal of Advertising Research, 51. 189-194).