This launch was part of the OMR Conference 2024, one of Europe's premier marketing events, drawing an impressive 75,000 attendees. Additionally, Tabbler showcased their prowess by delivering the official Cannes Lions mobile game, which features integrations with the dermalogica beauty and skincare brand. This innovative approach signifies Tabbler’s commitment to establishing branded mobile games as a new and impactful media category.
Tabbler, a Bertelsmann subsidiary and a spin-off from the applike group, is pioneering the development and distribution of custom smartphone games tailored for brand engagement. Unlike conventional game developers, Tabbler offers a comprehensive end-to-end service that spans from conceptualisation and development to market launch, ensuring brands can interact with users in a highly engaging, playful manner.
"With Tabbler, we aim to establish a new media category in the advertising market: Branded Mobile Games" says Felix Harms, founder and Managing Director of Tabbler. "The potential of mobile games as a standalone advertising medium, alongside TV, social media, and print, has yet to be fully realised by brands. However, mobile games provide a unique opportunity for brands to connect with a vast audience in an immersive and interactive environment. "The statistics are compelling: 2.8 billion people globally play mobile games for at least 16 minutes each week, cutting across all demographic lines. In Europe, 125 million people regularly engage with mobile games, and in the US, the figure stands at 155 million. This represents a largely untapped reservoir for brand engagement and awareness.
At the OMR Conference 2024, Tabbler’s "OMRunner" game allowed players to collect vouchers in a setting mirroring the event, blending entertainment with brand interaction. This gamified approach not only enhances user engagement but also provides a memorable brand experience. Similarly, the Cannes Lions mobile game, integrating dermalogica, showcased how beauty and skincare brands can seamlessly blend into the gaming experience, offering both fun and informative interactions.
Tabbler's model is distinct in its guarantee of a certain number of game installations, providing clients with a performance-based, low-risk investment. This ensures that brands can achieve significant reach and engagement without the financial uncertainty often associated with new marketing channels.
Mobile games, with their high usage times, present an unrivalled opportunity for brands to maintain prolonged interaction with consumers. Studies have shown that brand integration within mobile games can increase brand awareness by up to 30% among players. Through a cost-per-install approach, Tabbler guarantees reach while minimising risk for its clients. Harms further elaborates, "Mobile games allow brands to be present on smartphones for extended periods, far beyond what traditional ads can achieve. Players return to the games multiple times, repeatedly interacting with the brand. This not only boosts loyalty but also enables the collection of valuable consumer data."
In-game marketing also offers innovative avenues for rewarding user behaviour. Brands can offer physical samples or rewards to users who achieve specific in-game milestones, fostering deeper engagement and brand loyalty. This gamified interaction model not only
enhances user experience but also provides brands with crucial insights and data.
As Tabbler continues to push the boundaries of in-game marketing, their work with major events like the OMR Conference and Cannes Lions highlights the growing importance and effectiveness of branded mobile games. By creating immersive, interactive environments where brands and consumers can connect in meaningful ways, Tabbler is setting a new standard in digital marketing and brand engagement.
"OMRunner", a mobile adventure game for iOS and Android.
