Can Brands And Indie Games Play Nice?
In roughly two days, independent game studio Addo Games will close out a funding drive for their iPad game in development, "Robots Love Ice Cream" -- a game paid for largely by fan donations through Kickstarter.
Currently, the project is underfunded by about $8,000, but after being featured on sites like Destructoid.com, Wired.com, and others, it seems like it might have an influx of last-minute donations to take its developers over the finish line.
But it feels like brands are missing a major opportunity when it comes to indie games. Although indie developers who are reluctant to work with major publishers may also be reluctant to work with big brands to fund their projects, there are certainly opportunities out there for the right brands to partner with the right games, in the right way.
So, what's the right way for brands to partner with indie games? Well, it's not necessarily with game integration or in-game advertising. Successful indie games often have a very specific aesthetic that shoehorning in a brand can compromise unless it's a really spot-on integration (think "Angry Birds: Rio"). But a simple "Brought to you by..." in the splash screen and a well-executed PR campaign could demonstrate to gamers that the brand is delivering value in the form of novel entertainment.
All this is to say: Why isn't a brand Ben & Jerry's in on the ground floor of this game? "Robots Love Ice Cream" already sounds like a Ben & Jerry's flavor, and the fun, quirky aesthetic of the game fits very neatly with B&J's overall brand feel. The iPad/iPhone platform has offered indie developers an unprecedented opportunity to reach the same audiences as mainstream publishers, and any small indie game could become a huge hit if it catches hold in the public imagination.
Imagine for a second that, in December 2009, your brand had an opportunity to sponsor, for a tiny fraction of what it costs to produce a TV commercial, the game that would become the huge entertainment phenomenon that is "Angry Birds." That opportunity is already out there, right now -- the next huge indie games phenomenon is already in development. Is it "Robots Love Ice Cream?" Could be worth the risk to find out.
Recent Gaming Insider Articles
-
May The Force Be With EA May 10, 12:11 a.m.
With the “Star Wars” holiday of May 4th right behind us, it seems a fitting time ...
-
How to Use Gamification For Mainstream Consumers, Not Geeks Jan. 25, 4:51 p.m.
The idea of “gamification” has rumbled loud and long throughout the marketing and branding echo chamber ...
-
Contests Powered By Play Dec. 28, 3:07 p.m.
Whether it’s a coupon, a giveaway, a white paper or an app, the competition for consumer ...
-
Gamification Ate My PowerPoint Oct. 12, 3:53 p.m.
At some point in your career, your brain probably experienced death by PowerPoint. I'm sure you ...
-
Gaming 24/7: Reaching Your Audience Day & Night Aug. 3, 3:18 p.m.
If you're paying attention to digital marketing, by now you've heard that gamification can improve engagement ...
-
Creating Games That Maximize Cross-Platform Potential July 13, 5:52 a.m.
With the global game industry expected to grow from $52 billion in 2011 to $70 billion ...
-
Five Ways To Gamify Your Facebook Marketing July 6, 1:49 p.m.
Whether or not you “like” marketing your business on Facebook, your users want to do much ...
-
Gaming For The Greater Good June 1, 1:48 p.m.
Whether from aliens, traitors, mutants or disease, it can be argued the classic video game narrative ...
-
Feeling Special April 27, 1:15 p.m.
Every day, social games are enabling players to express themselves in subtle but powerful ways. By ...
-
Bored With Board Games, Toymakers Go Digital April 6, 10:37 a.m.
Timeless as they may be, classic toys aren’t immune to today’s digital trends. A new age ...
Be the first to comment on "Can Brands And Indie Games Play Nice? "
Leave a Comment