He also says integrating iPhone, mobile and online developments to engage people on all those platforms with advergaming offers exciting opportunities, as well as Blockdot’s recent work with Microsoft on using games tied to the search engine Bing—"building games that help educate people on how to perform search queries,” he says.
The opportunities are plentiful for marketers—and effective. A game Blockdot designed for M&M’s provided a more than 90 percent clickthrough rate on challenges, and a Microsoft/Prilosec OTC game—a bunko dice game promoted on Microsoft’s game network—became the No. 1 multiplayer game on the network, generating more than 4.5 million game plays with an average user session of 46 minutes. Arkadium worked with Degree on a game where players had to enter their e-mail addresses to start, which is a commonly used tactic for effective lead generation.
“Generally, most of the game plays that we do, we always see double-digit type of game play experiences, 10 to 15 minutes on the lower end to up to an hour,” says Ferguson. “And we usually see two-thirds of the people come back to play more.”