As consumers get more savvy, marketers need to evolve and major lessons can be learned from video games. Used already in big business and the military, games can help train and influence behavior and be a key marketing tool.
Creating a persona is great in helping give marketers a better idea of how to approach a user and choosing a setting shows how players want to be engaged. Choice is also important for increasing attention to and engagement with commercial messages and rewards keep users coming back.
“The challenge for advertisers and marketers is to find a way, without masquerading, to play along. Gamers need the flexibility to attack the problem their way,” writes Daniel Flamberg, Managing Partner at Booster Rocket. “This has profound UI-UX implications and it validates the need to create a smorgasbord of commercial content that consumers can access according to their personal preferences and timetables.”
Source: iMediaConnection {link no longer active}
