According to Pew Internet & American Life Project, 64% of all online users play video games, while 53% of the overall population are playing video games. Pretty staggering numbers. And you thought games were only for kids! In fact, games are played online by all people, and believe it or not, women account for a large percentage of those users. Here’s an even more telling stat: 36% of gamers 65 and older play games every day or almost every day.

Online games range from the very involved to the light and fun ones that seem like mindless distractions. No matter if they have a high level of sophistication or a very basic level of play, games have broad appeal to all types of audiences. This just begs the question what does it mean for you and your business?

Online games provide advertisers an opportunity to further engage their customer base and immerse them in your company’s brand or campaign. It helps them remember your company in a positive light, assuming that the game is an amusing and enjoyable experience.  Take for example Green Acres Mall's online holiday game called “Sweet Shopping Spree.” This game was created as another way to get users to visit the mall during the holiday season. The game features a Pacman-style of play, but it incorporates the mall’s holiday campaign with gingerbread men as well as some of the stores at the mall. It was tied to the whole idea of going shopping for all your holiday needs at Green Acres Mall. In the end, if you won, you received a cool prize. This game attracts a variety of users from children to parents—all of them prime targets of Green Acres Mall.

This is an example of creating a consumer-friendly game that drives users to the mall with prizes that are only redeemable at the mall. Not only is the user getting a fun, positive experience based on the game’s dynamics, but they are being rewarded with a prize.  Online games are a good way to engage users and get them interested in your brand. If you don’t believe me, play the game and let me know what you think.