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Behind the screen of a mobile phone is a world full of action and excitement, where motocross challenges start with the touch of a button. Whether waiting in lines at Disneyland or riding the bullet train in Tokyo, consumers increasingly are turning to their mobile phones for easy access to a discreet yet ideal source of gaming. But mobile gaming extends beyond just the subscriber. It also enables brands to promote their products and services in a creative, effective and skillful way.

Online Advergaming - An Effective Marketing Tool

The growing popularity of gaming among consumers – and interest from brands - started with online gaming. Brands like Nike, Pepsi and General Mills incorporated their brands into online games to increase sales, improve brand recall, and generate positive brand impressions.

Daimler Chrysler became so enthusiastic about advergaming that the company’s vice president of Jeep and Business-to-Consumer/Customer Relationship Management, Jeff Bell, announced last year at the Electronic Entertainment Expo that Daimler Chrysler has begun funding the production of video games. The company has launched online games such as Jeep Rescue Patrol, Dodge Midnight Racers and Chrysler Get Up & Go.

The results of Daimler Chyrsler’s efforts have been encouraging. The Chrysler Get Up & Go game was launched on the Chrysler brand Website (http://www.chrysler.com/) on August 13, 2002. During the first week after being launched, more than 40,000 people played the game. From August 13th to August 25th, 2002, there were a total of 39,305 visits to the site, 15,638 registrations and 68% of the visitors opted in for further communications.

Craig Holland is president of Thumbworks (http://www.thumbworks.com/), a publisher of marketing-driven applications for mobile phones and other wireless devices for consumers. He says brands can use games to influence the way consumers perceive their products. For example, a football game is very different from a surfing game. The two games will not only attract different audiences with different lifestyles but they will leave players with a different impression of the game. In this way, brands can choose what types of games they want to be associated with and thereby have some control over how players perceive their brands. “If you create a high engagement environment like a game, you have the ability to control the positioning because you’re creating this experience,” says Holland.

Advergaming Goes Mobile

Brands such as Fox, ESPN, and Suzuki are now taking advergaming one step further – off the computer and straight to the mobile phone, a device that is rarely left at home. They have launched football, snowboarding, skateboarding, and motocross games that can be played on mobile phones and come with their brands attached. In the Fox Sports Football game, “Fox” appears on the scoreboard during the game. The ESPN logo appears on the screen before the player begins the snowboarding and skateboarding games.

The Suzuki Motocross Challenge game, which came out in November 2002, is a prime example of the potential within mobile advergaming. Before players start each new level in the game, they see an action-oriented product photo of a Suzuki motocross bike. Additional branding comes in the form of a small plane that flies across the sky every 30 seconds pulling behind it an airplane banner with “Suzuki” and the logo. Another Suzuki banner flies at the top of the grandstand once players reach “Factory Rider” status. In addition, a link to www.suzuki.com/wireless is provided inside the game. In these ways, Suzuki is able to provide an entertaining game for the consumer while subtly promoting the brand. “It’s all very much in keeping with the spirit of the game,” says Holland.

The game is available to Verizon Wireless, AT&T, ALLTEL and US Cellular subscribers and will be available through other carriers this spring. In the game, players complete a series of obstacles on their Suzuki motocross bikes. As they attempt mid-air maneuvers, players earn points corresponding to the degree of difficulty. Once enough points are gained, they are promoted to different levels. Starting out as a “Privateer Rider” in the desert, a player continues to become a “Support Rider” in the mountains and finish as a “Factory Rider”, racing in a stadium.

The challenge for Suzuki was creating a game that was fun and exciting as well as capable of fitting on the screen of a mobile phone. “You’re dealing with a small screen so you have to be very conscious of that,” says Holland of Thumbworks.

By advertising with a mobile game, Suzuki aims to reach consumers it had been unable to reach through the more traditional form of advertising in publications. “Advertising in the enthusiast publications is necessary to keep a presence in front of this group,” says Holland. “However, it doesn't really serve the purpose of exposing the brand name Suzuki and the sport of motocross to potential new riders -- and buyers of Suzuki products.”

The impact of mobile advergaming is effective as it reaches many. “Cell phone ownership spans every category of lifestyle and age group,” says David Harris, Internet marketing manager for Suzuki. Holland says the Suzuki target audience is similar to that of wireless data (SMS, games, etc.) as both demographics skew towards males between the ages of 18 and 29. “The main objective was branding, trying to promote the Suzuki game out there through what we perceived as a merging channel,” says Harris.

This is the first time Suzuki has used a mobile game for branding. In the first five weeks after Verizon Wireless started offering a free, downloadable demo of the game on its Web site, more than 100,000 people downloaded the game. These preliminary findings are promising for Suzuki as it is primarily interested in using the game as a means of branding. Harris says Suzuki is pleased with the results of advergaming and will be evaluating future opportunities.

Mobile Advergaming -- A Win-Win-Win Situation

Advergaming through mobile phones may offer traditional advertisers a unique and effective way to spread the word and recognition about their brands, but, in some cases, consumers might be motivated to play because they are familiar with the brand. Holland says that incorporating the Suzuki brand into the game adds authenticity and encourages consumers to play because it’s not a generic motocross game.

Verizon Wireless agrees with the idea that a branded game is more attractive than a generic game and likes to work with developers who are working with brands. “It’s my position that brands matter,” says Alex Bloom, manager of content and applications for Verizon Wireless. “Customers tend to lean towards the brands.” The company currently offers subscribers the chance to download the Fox Sports Football, ESPN X Games Snowboarding, and Suzuki Motocross Challenge from the Verizon Wireless Website.

If done correctly, Holland says a game can be a win-win-win all around. It is a win for customers because they have a better understanding of what they’re getting into because they know the brand name; it is a win for brands because they have another vehicle by which to promote their brands; and it is a win for carriers because the games, downloadable for a fee, generate revenue.

Part two will delve further into the world of mobile advergaming and will discuss New Line Cinema’s involvement, the challenges and the potential behind this growing industry.

Fast Facts:

• IDC http://www.idcresearch.com/ foresees the number of mobile gamers in the United States increasing from 7 million in 2002 to 71.2 million in 2007.
  
  
• Ovum http://www.ovum.com/ believes that the global mobile industry’s worth will equal $4.4 billion by 2006.
  
  
• Datamonitor http://www.datamonitor.com/ has stated that, by 2005, approximately 200 million people will be playing mobile games in the United States and Europe. And they expect Asia to top these numbers where there are approximately 70 million mobile gamers and where the revenues from mobile gaming are $1.1 billion.