Spending up by a Nose

Games and sweepstakes spending increased just a smidge to $1.870 billion in 2009, from $1.868 billion in 2008, according to the VSS Communications Industry Forecast.

In 2010, marketers will use the latest technology to develop more immersive games with a goal of extending playtime, a criterion gaining importance in measuring the success of the programs, says Matthew Kates, vice president of strategic services at ePrize, LLC.

One new technology, Augmented Reality, has the capabilities to do that and is being tested by a number of marketers. The online application allows players to interact using a Web cam in real-time with computer-generated imagery, says Kates.

Papa John’s used the application last summer to let players download and print an icon of the founder’s 1972 Camaro. When the icon was recognized by a webcam, users virtually drove the Camaro and encountered exclusive discounts.

Built into overall game play will be more ways for players to contribute, such as designing a character or syncing up a player’s voice to a character. The goal would be to increase viral sharing. Viral components will be built into most promotions, many offering a prize for the most viral player.

The use of digital channels — microsites, social networks, video sharing sites and mobile — is on the rise as marketers continue to interact with consumers when and where they like to spend time.

Costs will continue to be more affordable as technology becomes more established, efficient and scalable. And the ramp up continues to build out interactive departments with additional staff and budgets.

Games: Running the Numbers

Source: VSS Communications Industry Forecast