The Facebook games described here mainly reflect the 2020 ecosystem. Gamification can still support participation or learning, but the mechanism, platform and rules need current checks. The article’s historical ROI source remains at Smart Insights.
The prevalence of video marketing techniques
We live in an extremely visual society. Many consumers now prefer to interact with media content as opposed to scroll through long blocks of text. Games provide individuals with the ability to enjoy such proactive levels of interaction while remaining simultaneously entertained. Perhaps more importantly, it is much easier to play a game with a mobile device when compared to being forced to read static content while out and about.
Fostering a sense of control
The majority of consumers wish to enjoy greater degrees of control during their browsing experiences. Games enable them to make their own decisions and (often) to choose a specific outcome. This tends to be much more effective than presenting a potential customer with a pop-up advertisement that could possibly detract from the appeal of the brand. In other words, no one wishes to feel as if they are being forced to purchase a product or service.
Novelty value as a long-term strategy
Variety is the spice of life and this very same sentiment is just as true within the world of Facebook advertising. Games represent a novel experience and one which will create a lasting impression. As they provide entertainment more than a traditional sales pitch or pop-up advertising campaign, consumers are more likely to respond positively to the associated content.
These are some of the many reasons why the number of Facebook games is on the rise. Sellers who hope to remain one step ahead of the competitive curve should, therefore, consider these useful and highly interactive applications.
Design a responsible mechanism
Define the action, reward, duration, moderation, data collection and terms before launch. Avoid misleading incentives and check current Meta rules and local law. Measure qualified participation, conversions and retention rather than player count alone.
