Social media layers take on various forms. We are most familiar with the social gaming through Facebook. This month Arby’s rolled out a new ‘advergame’ a part of a campaign to tout the return of their fish sandwich. This game with daily monetary prizes garnered almost two million face book likes in less than a month. The social layer allows games to have more depth and longevity because of the human interaction that occurs within the framework of the game. The Arby’s games don’t have a lot of depth in this area but the group leaderboard demonstrates a small step in that direction. Gaming is being used in different areas to capture people’s attention in a world where there are more and more things to experience. This second article provides a nice infograph for people who are not as familiar with the evolution of social gaming (click here)
This article brings up several issues. Again, what is the value of a like? How does the level of engagement affect this metric?
Is Arby’s incenting people to interact more deeply with their advertising by giving them a chance to win a prize, essentially directly paying consumers for engagement?
For a long time games were played in person. The social layer of the internet makes interaction with a huge group of people possible. How do you see this changing the way we view games, their scale and scope? World of Warcraft is a great of how millions of people have paid to play games together for YEARS.
How are we seeing gamification blur the lines between video games and advertising? (For example the US Army put out a game a few years ago, America’s Army)