A brief run down on the evolution of Flash Advergames from the perspective of Matmi. It looks into case studies of our past branded Flash games and what a company can expect from them regarding ROI.

1. The Evolution of the Flash
Advergame
from the perspective of Matmi,
a Digital Production House

2. Matmi was born…
Matmi’s path into branded games started 12 years ago.
Matmi MD, Jeff Coghlan, realised internet advertising
as it stood was boring – just dull banner adverts – why
would anybody click on them?
They were not actively engaging people with brands.

3. How our first
Advergame performed
Matmi decided to do something about this and developed our
first flash game to advertise our services. It was called Monster
Poolside Sumo - http://matmi.com/games/PoolsideSumo/
This was massively successful and made Matmi realise that they if games
could achieve these kind of results for themselves they could achieve it for
brands too.

4. What’s so good about
branded games?
• Extended positive engagement with the brand
• Fantastic ROI and ability to drive traffic
• A never ending advertisement cycle living online

5. THE FOLLOWING ARE A FEW
EXAMPLES OF OUR
BRANDED GAMES

6. Brilliant Brushes
• Matmi created a simple game that young children could pick
up and play.
• 13 million plays, with an average view time of 6.55 minutes
and a return rate of 27%

7. Let it Flow
• Let It Flow – a game to promote Comic Relief
• Winner of 6 awards
• Over 19 million plays by September 2008
• Still played over 20,000 times a day…
……….FOUR years after it was first released!

8. Lilly Allen
• A game to promote Lilly Allen’s album – Escape the Fear
• Over 1 million plays in first 3 weeks
• Thousands of purchases and clicks on in-game links

9. Iron Maiden – Flight
666
• Promoting Iron Maiden’s live documentary and album, Flight 666
• Multiple languages
• Average play time of 8 minutes
• Featured by Kerrang and Metal Hammer
• 20% click to Buy Now links

10. Flash in a pan?
The landscape of online flash gaming has changed
dramatically over the last ten years.
Game Saturation quickly became an obstacle to over-come.
Something Matmi has consistently managed to do.
However, the cost to promote a game has increased as organic
virility could not be relied upon solely.
Flash games became big business, with games sites charging for
featured slots.

11. Getting Social
The advent of social media made a big
impact on the branded games industry
It opened up new avenues to connect
with consumers on a more personal level
It meant that to have a successful
Advergame you must think about the
social side of things.
– For example, seamlessly integrate the
Facebook API into all games

12. The bottom line
Branded flash games are far more cost effective and
provide a greater ROI when compared to creating a TV
ad campaign.
You can get millions of people repeatedly playing your
game, and having fun.
Those 3.5 million plays equates to nearly 250,000 hours
of eyeballs on your brand.
These games keep on giving long after the campaign has
run its course further increasing ROI.

13. Summary
Branded games provide the opportunity to create
something unique and memorable.
They have the potential to not only increase brand
exposure and actively engage the audience but also
can deliver a much higher ROI than traditional
advertising.
Branded Flash games can be truly social which helps
them spread virally, reducing promotional costs.

14. Contact Us…
• For more information on what Matmi can do
for your digital design needs:
• PHONE: 01625 560771
• EMAIL: info@matmi.com
• Web: http://ww.matmi.com
• Twitter: http://www.twitter.com/Matmi
• Facebook: http://www.facebook.com/Matmi.

15. Some of our clients...
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© 2010 Matmi New Media Design Ltd