The Evolution of the Flash Advergame

from the perspective of Matmi, a Digital Production House

Matmi was born…

Matmi’s path into branded games started 12 years ago. Matmi MD, Jeff Coghlan, realised internet advertising as it stood was boring – just dull banner adverts – why would anybody click on them?

They were not actively engaging people with brands.

How our first Advergame performed

Matmi decided to do something about this and developed our first flash game to advertise our services. It was called Monster Poolside Sumo - http://matmi.com/games/PoolsideSumo/

This was massively successful and made Matmi realise that they if games could achieve these kind of results for themselves they could achieve it for brands too.

What’s so good about branded games?

• Extended positive engagement with the brand• Fantastic ROI and ability to drive traffic

• A never ending advertisement cycle living online

THE FOLLOWING ARE A FEW EXAMPLES OF OUR BRANDED GAMES

Brilliant Brushes

• Matmi created a simple game that young children could pick up and play.

• 13 million plays, with an average view time of 6.55 minutes and a return rate of 27%

Let it Flow

• Let It Flow – a game to promote Comic Relief

• Winner of 6 awards• Over 19 million plays by September 2008• Still played over 20,000 times a day… ……….FOUR years after it was first released!

Lilly Allen

• A game to promote Lilly Allen’s album – Escape the Fear

• Over 1 million plays in first 3 weeks• Thousands of purchases and clicks on in-game links

Iron Maiden – Flight 666

• Promoting Iron Maiden’s live documentary and album, Flight 666

• Multiple languages• Average play time of 8 minutes• Featured by Kerrang and Metal Hammer• 20% click to Buy Now links

Flash in a pan?

The landscape of online flash gaming has changed dramatically over the last ten years.

Game Saturation quickly became an obstacle to over-come. Something Matmi has consistently managed to do.

However, the cost to promote a game has increased as organic virility could not be relied upon solely.

Flash games became big business, with games sites charging for featured slots.

Getting Social

The advent of social media made a big impact on the branded games industry

It opened up new avenues to connect with consumers on a more personal level

It meant that to have a successful Advergame you must think about the social side of things.

– For example, seamlessly integrate the Facebook API into all games

The bottom line

Branded flash games are far more cost effective and provide a greater ROI when compared to creating a TV ad campaign.

You can get millions of people repeatedly playing your game, and having fun.

Those 3.5 million plays equates to nearly 250,000 hours of eyeballs on your brand.

These games keep on giving long after the campaign has run its course further increasing ROI.

Summary

Branded games provide the opportunity to create something unique and memorable.

They have the potential to not only increase brand exposure and actively engage the audience but also can deliver a much higher ROI than traditional advertising.

Branded Flash games can be truly social which helps them spread virally, reducing promotional costs.

Contact Us…

• For more information on what Matmi can do for your digital design needs:

• PHONE: 01625 560771• EMAIL: info@matmi.com• Web: http://ww.matmi.com • Twitter: http://www.twitter.com/Matmi• Facebook: http://www.facebook.com/Matmi.

© 2010 Matmi New Media Design Ltd

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