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BizReport : Advertising : April 28, 2011


Janrain rolls out game-like brand advertising solution

With research showing more people logging on to online and social games each month, many brands are looking for ways to capitalize on the craze. Enter a new partnership from Janrain and Badgeville; the partnership allows advertisers to create game-like environments to build brand loyalty and advocacy.

by Kristina Knight

"After carefully weighing our options for building a social rewards solution in-house versus integrating with a best in class technology provider, we selected Badgeville, a recognized leader in the space, for their comprehensive, lightweight and flexible platform," said Larry Drebes, Janrain CEO.

"The modern website needs to be social in order to be relevant," said Kris Duggan, Badgeville CEO. "Marrying social login with social game mechanics was a natural step for two companies who know that driving user engagement is critical to a brand's success.

Through the platform advertisers can track consumers who register and sign in on-site. From there, page views, page reads and page landings are tracked so that the brand know where and how the consumer is engaging with the platform. Consumers can comment on information, take surveys and share information through their social networks.

In April according to comScore, mobile consumers increased their mobile game-playing by 2 points. Mobile games now reach nearly 25% of the mobile consumer base with social networking coming in at a 26.8% share. The mobile space isn't the only space seeing an increase in gaming. From MMoG to social network games, consumers are logging on, playing and asking friends for help. So, a platform like the one from Janrain and Badgeville may give brands another opportunity to engage these gamers through a social context.






Tags: Badgeville, comScore, game advertising, game mechanics, Janrain, social marketing, social networks








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