Reaching mobile consumers is on the thoughts and minds of brand managers heading into 2012 and beyond. The challenge is to drive meaningful engagement across a highly fragmented landscape while providing a positive & relevant experience to the consumer.
Mobile gaming appears to be an ideal target for brand engagement as 70-80% of all mobile downloads are games with the average iPhone user spending 14.7 hours a month playing those games. Currently, 64.5 million people in the US played mobile casual games at least once a month. This will rise to 94.9 million in the US by 2014. Translation people are gaming via mobile.
Has anyone not played Angry Birds?
The issue at this point in time is that the current landscape is highly scattered with over 72,000 games in the Apple App store from thousands of developers and in-app advertising leaving many brands frustrated with their mobile engagement rates.
One newly launched service is looking to change the game by promising higher user engagement rates combined with positive brand associations. P4RC, Inc. is a new service that connects consumer brands to mobile users with a platform that converts user engagement in their favorite gaming apps into P4RC points, which can be redeemed for real-world rewards.
The basic premise is that players play games they are already playing and earn gift cards from top retailers just for playing.
The key for P4RC brand programs is the ability for brands to reach across multiple games and reward behaviors that users are already engaged in.
P4RC’s brand programs include sponsoring their “Race to Win” segments, which call for users to play and earn P4RC points within a period of time to redeem brand rewards as well as offers directly from brands.
Example of Race to Win
Example of Brand Offer
“By sponsoring our Race 2 Win competitions, brands can be inserted into the mobile gaming experience in a manner that is actually relevant to that experience. This makes the brand part of the fun rather than an unwanted intrusion, which is often the case with other forms of mobile advertising” said Jason Seldon, Founder & CEO of P4RC.
By integrating the achievement network completely within the game, the barrier of leaving the app for a mobile web experience is removed. The user is free to review current Race’s 2 win, redeem rewards and view their account all within the current app they are playing.
In the first week of launch, players have already redeemed their P4RC points for over $1,000 in rewards from brands such as Starbucks & Best Buy.
At launch, P4RC’s achievement network is currently tied to “Stop Those Fish“, which is currently featured by Apple as a New & Noteworthy app in the Apple App Store and announced a partnership with Eye Interactive to include the new P4RC rewards network in all Eye Interactive games.
P4RC is also forming key partnerships with mobile developers. “By adding the P4RC rewards network to their games, game developers benefit from a powerful marketing & customer retention engine that drives user engagement, resulting in an increase in game downloads and longer duration of game play.”
Services such as P4RC provide compelling incentives for brands and users alike by rewarding existing behaviors, socially enabling the experience and lowering the barrier of entry to participate across apps.
An Android friendly version of P4RC will be launching this Summer.
Thanks to Jason Seldon, Founder & CEO of P4RC for data included in this post.
Follow Tom Edwards @BlackFin360