Scopely and Niantic are two prominent companies in the gaming industry, each employing distinct strategies to engage audiences. Here's how Scopely's approach to celebrity storytelling differs from Niantic's immersive AR ads:
Scopely's Celebrity Storytelling
Scopely, known for games like Monopoly Go! and Scrabble GO, uses celebrity storytelling as a key marketing strategy. This approach involves partnering with celebrities to create engaging narratives that highlight the social and fun aspects of their games. For example, in Monopoly Go!, celebrities like Jason Momoa and Chris Pratt are featured in humorous roles, showcasing how the game can turn friendships into playful rivalries. This storytelling method is designed to be entertaining and relatable, making the game more appealing to a broader audience[1].
In Scrabble GO, Scopely partnered with celebrities and influencers for a "Battle of the Boards" campaign, where participants competed in Scrabble matches, sharing their experiences on social media. This campaign not only drove awareness and downloads but also created a vibrant online community around the game[5].
Scopely's strategy focuses on leveraging the appeal of celebrities to create engaging content across multiple platforms, from TV ads to social media clips. The goal is to make the game feel fun and accessible, using storytelling to emphasize its social features.
Niantic's Immersive AR Ads
Niantic, best known for Pokémon GO, has developed a different approach with its Rewarded AR Ads. These ads use augmented reality to immerse players in branded content within real-world environments. Unlike traditional ads, Rewarded AR Ads are interactive and reward players with in-game items upon completion, making them feel more like part of the gameplay experience rather than interruptions[2][3].
Niantic's strategy is centered around location-based marketing, where brands can integrate their content seamlessly into the game environment. For instance, players might encounter virtual treasure chests or balloons anchored to real-world locations, offering rewards for visiting nearby businesses. This approach aims to increase brand awareness, drive foot traffic, and enhance user engagement by providing immersive experiences that feel organic to the game[6][9].
Niantic's focus is on leveraging the unique capabilities of AR to create engaging, interactive experiences that blend seamlessly with the real world, making advertising feel more like gameplay.
Key Differences
- Engagement Method: Scopely uses celebrity storytelling to create engaging narratives that appeal to a broad audience, while Niantic focuses on immersive AR experiences that integrate seamlessly into gameplay.
- Platform Strategy: Scopely's approach is multi-platform, adapting content for different mediums like TV and social media. Niantic's AR ads are primarily delivered through mobile games, leveraging the unique capabilities of AR technology.
- Audience Interaction: Scopely encourages audience engagement through social media sharing and community building. Niantic's AR ads engage players directly within the game environment, offering rewards for interaction.
- Marketing Goals: Both companies aim to increase brand awareness and engagement, but Scopely emphasizes the social and fun aspects of its games, while Niantic focuses on creating immersive experiences that drive real-world interactions and brand engagement.
Citations:
[1] https://hypeinsight.com/learn-or-steal-monopoly-gos-winning-marketing-strategies/
[2] https://nianticlabs.com/partnerships/faqs?hl=en
[3] https://nianticlabs.com/news/aradstandards/?hl=en
[4] https://www.scopely.com/en/news/why-scopely-is-teaming-up-with-niantic-games
[5] https://shortyawards.com/13th/scrabble-go-the-greatest-word-game-of-all-time-reimagined
[6] https://www.localogy.com/2023/06/niantic-goes-deeper-into-location-marketing/
[7] https://www.youtube.com/watch?v=QaEkhRkvQ3M
[8] https://www.reddit.com/r/TheSilphRoad/comments/1j9l4ju/concerned_about_scopelys_monetization_lets_talk/
[9] https://nianticlabs.com/news/niantic-rewarded-ar-ads/?hl=en
[10] https://www.pocketgamer.biz/niantic-launches-first-in-game-rewarded-ar-advertising-collaboration-in-pokmon-go/
[11] https://www.adweek.com/sponsored/ar-ads-inspire-higher-quality-attention-than-traditional-formats/