Aspiring superstar football players stand to gain from deep levels of brand engagement as it makes their experience more authentic (since launch, over 455,000 Nike football shoes were sold through the game). Key to a two-sided business model’s value proposition is indirect network effects. Besides mere exposure, this type of end-user engagement thus generates statistical market research for the brand. After the player customized his car, it is his to use throughout the game. For example, at some point in the game players can (and will) win a fully customizable (color, interior, etc.) Alfa Romeo. Secondly, end-users engaging with the content unintentionally teach the brand about their brand preferences. First, brands benefit from exposure to a highly targeted group of prospect customers and insight into their accompanying demographics (age, gender, location, various football preferences). Value to the brands that choose to virtually display their products in the game is two-fold. In 2013, I Am Playr was played by more than 7.5 million people. The content is offered in a way such that end users are incentivized to constantly check back in with the game for updated player statistics, new challenges and steady progression to the virtual player’s career. Brands that advertise on I Am Playr are often companies that have a vested interest in young males with a love for football and include the likes of Nike, Red Bull and Mini Cooper.Īt the content level, I Am Player aims to lets the end-user simulate the life of a professional footballer, and tries to create a unique game that brings football fans closer to their passion. It is for this reason that the firm spends heavily on marketing in order to quickly ramp up the number of end-users. Without a large base of end-users that display some overlap in brand preferences and tastes, WeInteractive would have difficulties attracting corporate brands to embed their products on a paid-for basis in the game. WeInteractive aims to court two distinct groups – end-users who play the video games for free, and the brands who pay to use the game as a platform for product placements. The 50-person team is looking to replicate its multisided market place business model of free-to-use games subsidized by paid-for brand advertising in their upcoming music star simulation game ‘I Am Star’. WeInteractive’s “I Am Playr” fuses 3D gaming with premium quality first-person video footage to offer its users high-end production values in the form of a free service. PlayStation Network, Steam, Facebook), many games developers flooded the market with low-cost and low-quality video games that were priced competitively but offered little entertainment value to the end-user. Fuelled by the advent of digital distribution channels (e.g. The London-based investor-backed firm was incorporated in 2010 when its founders recognized a market opportunity for interactive entertainment with high-end production values. These product placements are, in turn, utilized as a unique selling proposition for end-users that authenticate the in-game experience. WeInteractive lets end-users enjoy the core content of the game free-of-charge in order to quickly attain a large and active installed base that is leveraged to attract paid-for product placements from brands. The video game’s demarcated end-user demographic of young adult males in a given geographical territory makes for a lucrative value proposition to certain brands (e.g. I Am Playr lets the end-user emulate the life of a professional football player, both on and off the pitch. WeInteractive is inherently linked to football career simulation video game ‘I Am Playr’. A free-to-play video game is marketed towards a highly segmented target group which is leveraged as a platform for exposure to relevant brands that pay to have a presence on the platform. Video game developer WeInteractive enacts a platform business model.
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