Sit up and take notice

Business Review Weekly (BRW) is a high profile business magazine based in Australia. It is a conservative magazine, not a publication we would have expected to publish a profile piece on casual games and advergaming. Even when they interviewed 3RD sense for the article we weren’t really sure the piece would actually be published.

It is certainly pleasing that the casual games industry is drawing greater attention from the mainstream business community, but it is hard to know whether as an industry we have reached a maturity where other business sectors see us as a major business opportunity, or just another business fad of the moment.

My thoughts are that any exposure we get as an industry is good, and when it comes from respected mainstream media publications, online or not, we should accept that as a move in the right direction.

I like to think that the recognition we as an industry are getting from this increased exposure is as a result of the hard work invested by the thousands of creative people that work in our industry. We love what we do and we think it’s worthwhile, and millions around the world agree with us.

It’s early days, but it seems the business community is finally sitting up and taking notice.

Roadie Runner

I got sent this by the creator of this game Roadie Runner. It’s a frogger-type game for Make Roads Safe, a group that campaigns to reduce road deaths globally. There are 3 charming things about it: its simplicity, the graphics for the vehicles and the Dirty Pretty Things soundtrack. Have a look and remember to sign the petition.

quick links 16-Nov-06

A smart, well produced Sonic derivative for the School Food Trust - called Snack Dash. I find it a little too hard - but then again, I’m not 12 years old anymore.

Aygo is a weeny car that Toyota make and this is a game about it.

Big, Flat and Twisted is not a game about the Millenium Bridge. It’s for Capri-Sun and it’s very good.

Top ten viral marketing mistakes

This is an interesting list posted on e-consultancy but created by the folks at AzACreations. Apart from the slightly alarming thought that there are even 10 ways to make mistakes with viral marketing, this is a handy list for advergame creators:

1. Neglecting promotion and seeding
Utilise mailing lists, press releases, forums and invest in banner impressions or PPC.

2. Failing to create an incentive for users to pass it along
Make the content itself good/funny – according to AzACreations, 88% of web users say they have forwarded on jokes or cartoons.

3. Failing to capitalise on a campaign that proves successful
If your campaign starts to take off, ask yourself whether you can get any further publicity, further monetise incoming traffic or use it to generate leads.

4. Trying to copy a popular viral campaign when it doesn’t fit your aims
If a campaign isn’t suited for you, you will end up with something that’s out of synch with your brand.

5. Failing to integrate viral campaigns with other marketing efforts
Implement the concept of viral marketing to other campaign processes, and test out different types of viral campaigns.

6. Using a sledgehammer rather than a fine scalpel
Simple ideas, such as email signatures, often produce better results.

7. Failing to understand the SEO value of viral marketing
Try designing viral pieces around your important keywords, and provide users with easy means to link to your application or site.

8. Forgetting to ask the user to take action
Encourage them to submit an email or sign up for a newsletter, as well as adding the application to their website or blog.

9. Not making it easy enough for users to forward content
Use send to friend forms, single button clicks etc.

10. Confusing your marketing message with ‘the hook’ that will attract users
Don’t be too self promoting.

Only one thing I would add - use a specialist.