Traditional marketing channels have broadened considerably in the past decade. Now, in addition to websites, Facebook, direct mail and more, cross-channel marketing also includes applications such as Snapchat, Instagram and Twitter. Still, everyone is always on the lookout for the next big marketing channel to emerge–and everyone should be looking at gaming.
Mobile games account for about 23 percent of all active apps in the iTunes App Store. And in a consumer survey we conducted in the U.S., respondents pointed to playing a game as the most annoying thing people do mid-conversation on their phones (27 percent)–more annoying than texting or Snapchatting?meaning that this is becoming a normal occurrence.
With that kind of engagement, the opportunities for marketers can be powerful. Take for example the recent viral success of Pokemon Go. Since its initial release in July, we?ve been hearing a lot about Pokemon Go. It was reported that 3 percent of U.S. Android users opened the app, just trailing those who opened Twitter (3.5 percent). It?s also had more downloads than popular dating app Tinder. While there?s no denying that Pokemon Go has seen the kind of success many developers only dream about, the app?s daily active users are actually on the decline. Why" Niantic Labs failed to listen to consumers. While the app has been praised for its nostalgic appeal, it?s also terribly buggy. It freezes up regularly, and the GPS leaves something to be desired.
It?s...