The Rise of Social Gaming: How Can Marketers Reach Their Audience?

Illustration by Graphic Mall via Dribbble

Social gaming is nothing new; games like Farmville and Candy Crush have been around for years. However, the rise of mobile technologies has made social gaming more accessible than ever before.

Today, there are games for everyone, from casual puzzle games to hardcore first-person shooters. And thanks to features like in-game messaging and leaderboards, players can easily connect with friends and compare their progress.

Now, what does this mean for marketers?

Social Gaming and its Role in Marketing

The popularity of social gaming presents a unique opportunity for marketers to reach consumers where they’re already spending their time. In-game advertising is non-intrusive and can be targeted to specific demographics, making it an ideal way to reach potential customers.

For example, a company that makes sports equipment could target ads to users of a basketball game or a running game. And because most social games are free to play, they offer a low-risk way for people to try out new products and services.

If you’re a marketer and looking for a way to reach a wider audience, social gaming is definitely worth considering. It can be an effective way to reach potential customers and promote your brand.

To help you get started, here are a few tips:

How to Reach Your Audience Through Social Gaming

1. Identify your target demographic

Who do you want to reach with your social gaming campaign? Knowing your target audience is crucial in order to select the right game and the right platform. It will also help you determine what type of ad format would be most effective.

For instance, money-making games are popular among young adults, while strategy games are popular among middle-aged adults.

So if you’re targeting young adults, you might want to consider a game like Clash of Clans or Candy Crush. On the other hand, if you’re targeting middle-aged adults, you might want to try a game like Clash Royale or Game of War.

2. Research popular social games

There’s no use investing in a social gaming campaign if your target audience isn’t playing the game. So, find out which games are popular among your target demographic. It will also be helpful to look at the gameplay and see if it’s a good fit for your brand.

Some of the ways to research social games include looking at app store charts, conducting online surveys, and talking to social media influencers.

3. Select the right platform

There are many social gaming platforms out there, from Facebook to Snapchat. Choose the platform that is most popular among your target demographic. Keep in mind that each platform has its own strengths and weaknesses, so make sure to select the one that best suits your needs.

4. Use in-game advertising

In-game advertising is a great way to reach your target audience while they’re playing social games. This type of advertising is non-intrusive and can be targeted to specific demographics, making it an ideal way to reach potential customers.

5. Determine your goals

What do you want to achieve with your social gaming campaign? Are you looking to increase brand awareness, drive traffic to your website, or generate leads?

Once you know your goals, you can develop a strategy that is aligned with them. Setting goals will also help you measure the success of your social gaming campaign.

6. Create an engaging ad

Your social gaming ad should be creative and engaging. It should stand out from the rest of the ads in the game and capture the attention of your target audience. Remember, you only have a few seconds to make an impression, so make them count.

7. Test your ad before launch

Before you launch your social gaming campaign, make sure to test your ad. This will help you determine whether or not it is effective and make necessary changes before it goes live.

Additionally, testing will also give you insights on how to improve your ad for future social gaming campaigns.

8. Monitor your campaign

Once your social gaming campaign is up and running, it’s important to monitor its progress. This will help you identify any issues and make necessary changes to improve your results.

Additionally, monitoring your campaign will give you insights into what is working and what isn’t, so you can adjust your strategy accordingly.

Precautions When Marketing With the Help of Social Gaming

Now that you know how social games can be used to reach your target audience, there are a few things to keep in mind before launching a social gaming campaign.

 icon-angle-right Privacy concerns

One of the biggest concerns with social games is privacy. Since these games are often played on platforms like Facebook, players are required to provide a certain amount of personal information. This can include everything from their name and email address to their age, gender, and location.

This presents a problem for businesses because they now have access to a large pool of personal data that they didn’t have access to before.

If this data falls into the wrong hands, it could be used for identity theft or other malicious purposes. As such, it’s important that businesses take steps to protect this data. One way to do this is by encrypting the data or storing it in a secure location.

 icon-angle-right Spamming issues

Avoid spamming when using social games to promote your product or service. This means not bombarding users with too many messages about your product or service. It also means not being overly promotional in your messages.

Instead, focus on building relationships and providing value. You should also make sure that your social game is high quality and does not contain any bugs or glitches. Otherwise, users will quickly lose interest.

 icon-angle-right Too much branding

Another thing to keep in mind is that you need to be careful not to overdo it with the branding. Yes, you want people to remember your product or service, but if you make the branding too obvious or intrusive, people are going to get turned off and stop playing the game altogether.

A good rule of thumb is to make the branding subtle and unobtrusive so that it’s there but not in your face.

 icon-angle-right Too much focus on social gaming for marketing

Remember that social games should not be used as a replacement for traditional marketing efforts. Instead, they should be used as an addition to your existing marketing plan.

Social games should not be used to sell a product or service as well. Instead, they should be used to generate leads or increase brand awareness. If you try to use social games for sales, you’re likely to be disappointed with the results.

 icon-angle-right Rules and regulations awareness

It’s also important to be aware of the Terms of Service for each social gaming platform.

For example, Facebook has strict guidelines about how developers can use social games for marketing purposes. Make sure to familiarize yourself with the rules before launching a social gaming campaign.

Also, know the potential legal implications of using social games for marketing. Make sure that you’re not violating any copyright laws or infringing on any trademarks.

If you’re not sure about something, it’s always better to err on the side of caution and consult with a lawyer before moving forward.


As social gaming continues to grow in popularity, it presents an increasingly attractive opportunity for marketers. In-game advertising is non-intrusive and can be highly targeted, making it an ideal way to reach potential customers.

Alos, since most social games are free to play, they offer a low-risk way for people to try out new products and services. For companies and marketers looking to reach gamers, social gaming is definitely worth exploring.

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