Mobile Web VR Games: Perfect Tool for Marketing’17

Yes we know, everyone has predicted that 2016 will be the year of VR. Despite of this, the sales of premium VR headsets have been sluggish as pointed out by MIT technology review. But what we believe is that 2017 is the perfect year to start working with mobile VR games content and experimenting with new VR ad formats in your brand and/or content marketing…

Already tired of reading: Play our brand new multiplayer VR Game by 3doo.

…and here is why: 

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Source: MIT Technology Review

As mentioned in the blog post after f8 2016, where Mark Zuckerberg announced the news around Oculus Rift VR development, the reach of mobile VR factors were higher than True VR – at least factor 4 according to Jesse Schell, of Schell Games.

In his VR games talk at GDC, Jesse forecasted that by 2017, 32 million mobile VR headsets would’ve been purchased. His projections indicate that VR headsets sales would double every year, reaching the 2 Billion mark, as early as 2023 (he differentiates between Gamer VR and consumer devices, which he calls Mobile VR). Brands will sponsor VR native-content, leaving ample opportunities for product placement and non-intrusive ad forms.

Source: GDC presentation, Jesse Schell

But the real True VR or Gamer VR numbers end up quite different than predicted.

The most obvious answer is accessibility. The $800 Oculus Rift with Touch controllers requires a desktop computer approaching $1,000 (or more) to run, as does the $700 HTC Vive. Only dedicated PC gamers are likely to own a compatible system already –  TechnologyReview. 

So, it is crystal clear that the cost is prohibitive right now. On the other hand, Google Cardboard, Samsung Gear and Google Daydream become more popular than predicted. According to reports, the amount of monthly active users (MAU) of Gear VR alone surpassed 1 Million already in summer 2016.

So as a company who is experienced on the combination of marketing and gaming, we focused on reasons for mobile VR games not being a mainstream hit.

And we came up with 3 core reasons:

  1. Bad usability
  2. Need of installation
  3. Quality of the content

Also industry experts and leading VCs in the AR/VR space confirm that these are the core obstacles:

2017 will be the year of Mobile VR. I hope people will get past the two biggest barriers for VR, which is a lack of content and game experiences and of course the price barrier. – Shawn Cheng, principle at Vayner/RSE – early investors in Oculus, source: VRV 2016

Mobile VR will dominate in the mainstream. It’s going to get to the point where it is just as high quality as what we have for PC VR now, and it’s going to become True VR.” – Stephanie Llamas, director of research and head of VR/AR strategy at SuperData Research, source: VRV 2016

By taking these 3 cores in our focus, we started working on this issue to maintain a sustainable choice for marketers whom are in the need of an effective VR marketing tool. As a result; we have developed a technology and content which helps marketers to overcome all the 3 barriers.

But how?

1. Usability Solution: Adding 360/3D fallback to overcome usability issues

We know from our experience with Toywheel in the early mobile AR/VR market, that solving the onboarding experience has to be as easy as a child can get. So thus, we have added an option to every game that allows to run in 360 degree/3D fallback mode. This helps people to discover the possibilities and the working habit of VR even if they do not have any glasses to experience.

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VR games onboarding menu – ready to run the game in fallback 3D mode

2. Need of Installation: Mobile VR html5 technology to get rid of app installs

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We already knew that with the current power of html5 technology, we can achieve native-like experience in web based games. So we used this know-how and combined with VR and gave user a chance to experience VR on any mobile device without any operation system limits. Our VR games can work fluidly on iOS, Android, Windows and other platforms on any type of browser.

3. Quality Content: High performance JavaScript (JS) engine to overcome quality issues

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By the power of not only Grayskull but high performance JS engine, we managed to develop finest quality VR games, with loading time of under 1 second. This become viable when the game expertise from developing physics-driven games in the 90ties is applied to the current JS technology, which comes very close to performance of the native code in the recent browser versions. Our tech also allows to sync the game for multiple players on the backend, without any performance issue for instant VR multiplayer mode.
“You are saying that you solved them all, but where are your products?” you asked, right? No? Maybe not you, but you sir, yes with the black shirt, you asked. So here is a little glimpse of what we did already and which mobile VR ad formats we’re ready to deliver today!

Mobile VR ads formats

The success of Pokémon Go, which dominated the 91bn dollars mobile games industry in 2016, demonstrates that to achieve great success with new technologies like augmented reality or virtual reality you have to actually think simple. At Gamewheel we already offering the most popular 2D casual game mechanics, which you can simply edit, brand and share through our platform. So we thought, why could not we do exactly the same with VR technology in the advertising space.

Branded VR Game: World’s first Web VR Game Ad campaign

Why not to bring the most original and truly addictive casual game invented by Atari to VR first? Click play below to try the VR multiplayer pong.

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How does it work? You need to look up/down or tilt your head left/right to steer the racket which you have to hit the ball.

The advantage of this casual game is that it’s very easy to brand in the most effective way. Have a look how our first branded Web VR Game Ad campaign for the super cool app 3doo looks like:

Multiplayer 3D/VR Pong Game

Multiplayer 3D/VR Pong Game

You can play this game on your own or share it with your friends via messenger and then play against each other, wherever you’re, independently of the mobile device you use and in 3D or VR if you have a cardboard at hand. This is all made possible by our powerful Web VR Game engine, specifically optimized for high-performance multiplayer gaming ad campaigns. This Web VR Game Ad runs even in any interstitial banner… isn’t cool or have you seen multiplayer banners already before?

VR Game branded experience

Audi’s VR experience invites you to drive cars in a sandbox. Remember how much fun you had playing in the sandbox as a kid? With handfuls of toy cars and a wild imagination, you could create your own mini world of dunes, jumps and turns that required some serious driving skills.

In what Audi is calling “Enter Sandbox,” the real-time VR experience combines a physical installation with an immersive driving simulator, letting you test-drive the new Audi Q5 on a sandbox track you just made with your own hands.

VR Game with Brand/Product Placement

We already launched a successful driving game in AR with Toywheel, so we thought we not to repeat the success in virtual reality domain? We’re planning to launch a VR multiplayer driving game to advertising new car models. The unique part of such VR game is, there are a lot of places for different brands. The game offers level to brand, car to brand or even billboards in the game are all available to brand.

screen-shot-2017-01-11-at-6-22-20-pmWith Gamewheel Partner Network we already started collecting what our partners like Trivver and Vire.co need and how we can come up with the perfect solutions for their need on our platform. For example the partner – Trivver from LA – is working on an SDK-based approach of delivering product placements into the VR (and also 3D) games.

Jointly with Trivver we’re able to deliver VR ads on scale. How does it work?

Bidding: Digital publishers list their 3D generic content to be replaced by branded items on the ad exchange, and brands then bid on the advertising opportunity.

Product placement: The product is displayed in the immersive environment and appears in the consumer’s smart tab, an interactive screen that houses content all brands have placed in the viewer’s environment. The smart tab allows the consumer to learn more about a brand, download discount coupons and see shop locations; the information is presented in a non- intrusive way.

Targeting and predictive analytics: Advertisers use analytics to better target their audience, putting the ads that are most applicable in front the consumer, based on that consumer’s actions, in real time. Advertisers are provided with analytics reports on viewability metrics, user engagement metrics and user data (behavioral patterns and psychographic and demographic information). The information can be used to create an even more personalized experience for the consumer.

paramount-screen-2VR game ad or interactive mobile banner

Last, but not least – you can also run simple VR game experiences or gamified banners. We already have lots of experience running 2D Game ads or Playable ads – what prevents us from putting the VR game into a mobile ad banner?

Nothing.  

So, don’t you want to be on another reality too?

Let’s be a part of 2017, the year of mobile VR games! 

We Wish You a Playful 2017 – Gamewheel Adventskalender

santa-gamewheel

Dear friend,

Finally, we are saying goodbye to 2016. This year has been like a rollercoaster for all of us. It had some amazing ups, also had some very hard downs. But we never lost the spirit and we know that neither did you. We believed in us, believed in you and believed in the positive thinking.

And at the end of the year when we look back, we see a very successful year. Here are some highlights from our 2016.

3000 Games!
On December 23rd we have reached another milestone: #3000 game has been created using Gamewheel platform. And the 3000th game is created by our GPN partner Zanox to advertise the awesome Momox app.

4 campaigns with Burger King
Many awesome brands like Oracle, Paramount, Pizza.de / Delivery Hero, T-Systems and Deutsche Bahn started using Gamewheel this year. We especially proud of the continuous collaboration with Burger King and their creative agency setup. Behold; here comes the latest “Halloween campaign success story”

Please Welcome: Gamewheel Partner Network (GPN)
At last but definitely not least, we’ve launched our Gamewheel Partner Network with 15+ awesome selected partners like Vizeum / The Story Lab, Zanox and Splicky / Jaduda! Also interested? Why don’t you drop us a mail?

We know that success is something that you always follow and also we know that we owe part of this success to you.

We wish you a Merry Christmas and a Happy New Year!
Thank you for being there with us on this journey where we opened all the doors one by one! Speaking of opening doors, here is what Gamewheel is all about (our Adventskalender):

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Merry Christmas & Happy New Year!

Your Gamewheel Team

Game Ads: Future of Mobile Game Industry

Today, we’d like to talk about new innovative Playable Game ads advertising formats, which allow game publishers and developers to increase sales by acquiring and re-engaging more loyal players. Such players will spend more time and money on the corresponding game titles, leading to higher marketing effectiveness.

Nowadays, game advertisers try to reach as many users as they can. Also mobile game startups are embracing mobile/social advertising more than ever because according to App Annie, games made up 75 percent of total revenue.

app store revenue by categories

As a result of this effort, we are getting exposed to lot of similar video advertisements of mobile games. So, how mobile game developers are going to differentiate their growth strategy from the crowd?

With Playable Game ads!

Let’s take Mobile Strike as a real world example. It is holding the first rank in a lot of different categories in US market even there are lot of games already exist in the store. It has a visibility score of 81 out of 100 according to MobileAction. But what makes them this successful? The answer of this success lies in their advertisement strategy and Playable Game ads!

As Mobile Strike proved to the world, Playable Game ads are the next big thing following the video ads. It gives brands to tease by showing a mini version of the game and let people play  interactively instead of static videos. This is increasing the engagement and conversion of your mobile ads and contributing to retention by delivering your game’s message clearly.

mobile-strike

But also everyone knows that developing a mini game for an advertisement campaign, with all A/B tests maintaining the compatibility of your ads with lot of ad networks is a huge workforce and a time spending progress.

And this is where Gamewheel comes to scene. Gamewheel Content Creation Platform gives anyone the chance to choose and personalize a game template, brand it and integrate their own playable ad easily to any type of mobile advertisement campaign without any coding workforce in minutes.

Playable Game ads have lot of different place to use. You can use them in mobile ad, in-app, in banner or on social media to boost your lead generation, awareness or in-app sales.

Here are some of the examples we did in the last months:

Playable Game ads on Social 

Bradford Playable Ads

Tifosy, a fan-funding platform for Football clubs (or soccer, if you’re so inclined), designed a game ad that would not just appeal to but also actively engage Facebook football fans to deliver more than just a Facebook ad but rather an experience that challenged fans based on their very hobby!

Their goals were; driving website traffic (fundraiser/ donations), increasing user engagement, decreasing CPC and lowering conversion costs. Unsurprisingly, the campaign with the highest performance proved to be the one with an engaging CTA and a prominent play button.  But what’s truly astounding is the margin by which this game ad campaign outperformed the others. They achieved:

  • Decreased CPC (Cost per click) 70% (from £0.63 to £0.19)
  • Increased CTR (Click-through rate) 3,9 times (0.50% to 1.94%)
  • Reached 46% Organic Traffic by Game Ads (£0.06 cost-per-play)

Playable Game ads on Mobile

Paramount Playable Ads

Our customer, Paramount, needed to create a game that will be part of their movie Scouts Guide to the Zombie Apocalypse’s DVD and Blu-Ray online marketing campaign in the Netherlands. By using Game Ads, they were able to breathe life into the static banner ad format and deliver a pioneering interactive “shoot ‘em up” game to Paramount that made the movie’s (MRAID) ad a whole lot more exciting and more importantly, unexpected! The campaign performed:

  • Reached 1,500,000 impression
  • 35% Better CTR than a Classic Banner Ad
  • 8x More Time Spent on Game Ads

Playable Game ads in App

Burger King Playable Ads

Product promotion “The Angriest Whopper” Burger King and their advertising agency setup München were looking for a new way to engage with their audience and get some additional traffic to their restaurants. The solution was a fast and casual game built on our innovative Game Ad Platform and integrated into Burger King’s existing mobile app. The principle of the game is simple yet addictive: the player is challenged to collect 20 Jalapeños in under 20 seconds in order to unlock an exclusive discount coupon redeemable at the Burger King restaurants. Results after just 14 days of the campaign were stunning:

  • 336,700  Games Played
  • 7,866,146  Jalapeños Collected
  • 40,25% Average CTR
  • 135,883  Coupons Won
  • 0 (Zero) Media Budget Spent

Playable Game ads in Social Media

Holi Festival Playable Ads

Holi Festival of Colors brings their users a fun way to experience the festival’s excitement on their mobile devices and to get ticket discounts prior to the big event. The aim of the pre-sale campaign was to generate more buzz around the festival through social media shares. This was achieved via the game’s genius mechanisms. Users played a very Holi-festival-like game (which you can play too, below) and depending on their score, they were able to receive rebates of up to 4 EUR off the festival entrance price.

The two-part campaign, consisted of an after-sale Game Ad as well, here the players had a chance to win extra “color sandbags” at the festival. The online Game Ad translated into real world perks. This campaign was targeting people who have already bought tickets on the shop right after payment. In order to win the extra sandbags, users had to share their score of the addictive game on Facebook, which once again drummed up the hype, creating a fun and engaging and more importantly unexpected marketing campaign that was every bit as fun as the festival itself.

And it performed:

  • 43% of players hit to share button
  • 22% CTR to CTA Button

At this point, it’s hardly a secret that game ads are the future of advertising and increasing audience engagement. But the main lesson showcased in these campaigns is the inherent importance of wording your call-to-action to stretch the mileage of your Gamewheel ad campaigns. It’s all about putting people in the right mindset to play a game. Click here to start your next game campaign in 5 minutes!

Also Gamewheel just launched new partnership program. If you want to be a partner with us, please contact us!