Featured Author

: Michael Chang is founder and VP of marketing for Greystripe, the world's first mobile advertising network for games and applications. Michael was most recently an Associate at Incubic Venture Capital and was responsible for reviewing potential investments in Internet and software companies. He has an MBA from Duke University's Fuqua School of Business and five years of engineering and marketing product management with SAN pioneer Gadzoox Networks, where he was responsible for Microsoft partnership strategy and was the project manager for the COMPAQ Fibre Channel Hub, which generated revenues of over $65 million.

Marketing in a Wireless Wonderland: Why On-the-Go Gamers are a Marketer’s Dream

Written on: April 17th 2006
Author: by Michael Chang |
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Mobile Games:
Ahh…now here’s an interesting medium.

1. There is no question that videogames in general is a bigger industry than Hollywood already. Mobile games alone will be a over a $1 billion dollar market in the U.S. by 2009.

2. Some gamers are a loyal bunch. They eat, sleep, and breathe for their favorite title. Is this tempting to your brand? Advertisements will also make the games free for the users. Content subsidy is a great way to get players to like a brand. Let me know when “free” goes out of style.

3. Mobile ads within games take up the FULL PHONE SCREEN. Finally, an advertisement that I can actually see on my phone. When the ad is compelling to the user, they are able to make a phone call or jump to the mobile web. In-game mobile ads will be the closest thing to immersive interactive ads online.

4. Other mobile gamers are classified as casual. This means they have some free time to play around on their phone and burn some minutes enjoying themselves. Let’s see how this contrasts with other forms of mobile marketing.

The average SMS user is getting promotions sent to them but these can come at any time and are often received when the consumer may be occupied with some other task. This is especially the case with p2p viral promotions sent by friends.

The average WAP user is looking for some information quickly and is confined to a small screen so is really looking for something specific, also not the most opportune time for a marketing message.

The mobile gamer is relaxing when playing a game. They are looking for entertainment so this is the perfect time to let them know about a special at Taco Bell or way to download a ringtone from that exact game they are playing.

When a consumer has down time, they are most likely to enjoy a marketing message. The experience with a full screen brand opportunity is robust and advertisers can get their message out clearly and visibly.

Now that’s infotainment.

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