Gaming is a phenomenon which is scoring big in the media industry. A lot of effort is being put into it with respect to design, development and time. It has become an area that is circulating a lot of money and more and more people are getting hooked on to playing games. Conventional wisdom tells us that gaming is fun. True that! However, gaming has moved beyond that and it is starting to have other uses than just entertaining people. For example, businesses are incorporating games into their marketing activities as a means to connect with consumers and potential consumers.
A recent example that backs up the former claim is a company that operates in the FMCG (Fast Moving Consumer Goods) sector – Reckitt Benckiser (RB). It is a company which has traditionally dedicated its efforts to develop products for daily use. However, as part of its awareness drive, the company has sought refuge in gaming. The latest game it has incorporated in its awareness campaign is called Profile DeRBy. Essentially, it is a psychometric test based on statistical probability which aims to provide an understanding to people regarding what careers choices they should make. This includes students, university graduates and people who are seeking jobs in today’s fierce job market. The company’s blog states the game is “fun, a bit cheeky and creative. It is a profiling tool disguised as a game to provide practical feedback to such people” about their respective professional personalities. Check out this video:
The example above is clear substantiation of the fact that gaming is increasingly getting involved into more practical uses. It is turning into a critical marketing tool and an important consumer engagement driver. The dilemma that remains is what fate traditional marketing would adopt given the technological development.
If you are a hardcore gamer, you think you need to know your professional traits, Profile DeRBy is a good place to start.
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