What do TV audiences do when the show is over? Brands are keeping fans engaged through tie-in video games.
Fans of The Walking Dead who also play the official mobile game, No Man’s Land, can unlock weekly content that directly ties into the seventh season. In a real-time partnership between developer Next Games and AMC, fans will be able to unlock exclusive weekly content in the game that features new playable characters as they appear on the show bonus themes, special cuts and behind-the-scenes videos.
For The Walking Dead: Road to Survival tie-in mobile game, Scopely put influencers in the game to amplify promotion. Partnering with superfans PockySweets from Japan and MatPat (The Film Theorists) from the US, Scopely and Skybound gained the benefit of tens of millions of YouTube fans worldwide in addition to their own.
“A successful branded game needs to innovate in design and features to reach beyond the core and attract new fans,” Jamie Berger, VP of Marketing at Scopely told AListDaily. “If you are a fan of the comics and download Road to Survival because it’s a Walking Dead game that’s great. If you then join an in-game faction and recruit a friend of yours who may only be a casual fan of the IP then you are able to create sustainable growth within the existing audience.”
Netflix has fans on the run with an 8-bit arcade in which players can assume the role of one of four characters from popular Netflix shows like Stranger Things, Orange Is The New Black, Marco Polo or Narcos. The game, playable online, challenges users to navigate their respective character through environments related to theirs, jumping to avoid enemies and collecting items like frozen waffles (Stranger Things) or roosters (Orange Is The New Black).
A recent study by Deep Focus found that 84 percent of Gen Z respondents browse an internet-connected device while watching TV. In fact, those ages 18-to-24 spend nearly 19.5 hours on apps or the internet through a smartphone each week.
Game of Thrones: A Telltale Series took place between seasons three and five, and Prison Break: Conspiracy was a prequel to the award-winning show.
Tie-in games open new marketing avenues and enhance the viewing experience, bridging gaps between seasons while attracting new fans, especially when friends invite them to play.