Barclaycard Waterslide Extreme has reached over 50M downloads making it the most popular videogame ever produced by a non-gaming brand.
With mobile becoming the 1st screen for many consumers, and with mobile gaming now the main activity on mobile, the example set by Barclaycard Waterslide Extreme represents a ‘game-changer’ for brands wanting to connect to consumers via mobile.
“This just illustrates the engagement, longevity and reach mobile games can deliver for brands” said Kristien Wendt, Partner & Head of Client services. “Barclaycard Waterslide Extreme was originally developed in 2009 to support their contactless card UK-only TV campaign best remembered for a man travelling to work by waterslide. Since then, the game has continued to engage consumers globally; still generating on average around 3,000 downloads per day and 85,000+ DAU’s (Daily Active Users).”
Michael Schade, Partner & Head of Creative and Strategy added: “Barclaycard didn’t have the intention of consumers playing their game five years after it was launched, but they are. The key reasons why the game is so successful are simplicity and quality. Gaming is the best content for mobile as it delivers rewarding and interactive experiences and can connect the consumer directly to a brand. Great games can live forever online and when you add a brand into the mix, the brand engagement times and conversions can be astounding.”
Kristien concludes; “We’re now seeing branded mobile games being integrated into outdoor digital media, product point of sale and overall campaigns not as ‘value add-ons’ but as communication channels in themselves. We can measure engagement and connection through data analytics, maintain this engagement over months and years through DLC (downloadable content) and reward players with real-world prizes. Mobile games are becoming part of an effective digital armory for marketers and brands and it won’t be long before we’ll be seeing other branded mobile games beating the 10M, 50M or even 100M download mark.”