Casual games indirectly boost brand awareness

Casual games indirectly boost brand awareness
Aaron Lee

By Aaron Lee

November 24th 2010 at 2:00PM

Studio with branding expertise explains why interactive ideas grow on consumers

Casual games are a good means of improving brand awareness because they do so indirectly, says the developer behind a casual game with over one million impressions.

“Casual gaming allows many people to interact with a brand while really having fun. It’s a way for an audience to interact with a brand on a daily basis without overt ‘buy this’ pressure,” says Phill Simon, executive creative director of Mondo Studios.

“Typically, players will spend 10 to 15 minutes enjoying their gameplay - all the while being gently reminded that the game features a product.

Mondo Studios have produced Route-Rageous for client Progressive Insurance. The game has already been played over one million times across Yahoo! Games, WildTangent and MSN, and recently arrived on Facebook and iPhone.

“Route-Rageous has elevated awareness of the Progressive brand to a large and devoted online, social and mobile game-playing audience.

“At the end of the day clients choose us to engage audiences and realize significant and measurable brand impact. Our client Nestle Purina conducted a significant consumer study on the brand impact of our Wonderland Quest game for their Friskies brand. The measured positive impact led to the production and recent release of Wonderland Quest II.

Mondo Studios was formed in 2005, as a splinter group from Mondo Media’s work-for-hire game cinematics and marketing division. Mondo Media make the popular Happy Tree Friends online cartoon.

“Our individual backgrounds in brand integrated entertainment made [casual games] a natural expansion of our business. We each also have a passion for making entertaining experiences that resonate with large audiences which is essential in casual games.”

Mondo Studios create cross-platform brand-integrated entertainment that communicates key product messages for major brands through engaging casual games. The studio has worked with brand holders such as Unilever, Purina, Honda and Kellogg’s.