Brand games and why you need one...

As Jesse Schell described in detail in his book "The Art of Game Design", it is in the nature of human beings that we like to play. Preferably in company and as exciting as possible, so that we forget everything around us. This can also happen in a corporate environment. And if done right, with a lot of success.


4 good reasons

Creating a brand game is more expensive and more time-consuming than simply creating a flyer. But it can be used digitally on a broad scale and is more efficient than conventional advertising. With a standard game (= off-the-shelf game) you can easily test how it is received. If you notice that your target group appreciates a game, then you can go one step further and tackle a specific, 100% customised game.

But why should you develop a game for your company?


It is the year 2020 and - apart from the fact that it is special for reasons - there are not yet many companies in Switzerland that focus on branded games. But those that do have great success and high conversion rates (people who actually buy something). But there is one thing you can be sure of when you buy a branded game: it is remarkable. Because it hasn't been seen very often, it attracts more attention than a normal campaign advertising benefits. It helps to stand out from the crowd and to be remembered positively by customers or potential customers.

Conversions (Purchases)

As mentioned above, a big point is the actual purchases made because of or with the help of a game. As the user "commits" to the game, he builds up a relationship (and indirectly with the brand). Unconsciously, the brand becomes a source of sympathy. If the game also offers an advantage (discount, coupon, savings, etc.), the customer is more willing to buy a product or use a service.

User-generated content

That's what everyone is after: Do nothing and your own brand is spread by your "followers". It's not possible to do nothing at all, but when users experience something funny, see a challenge (I scored more points than my friends) or find something likeable, quite a few like to share their experience on Facebook or in an Instagram story. This advertising is one of the most effective and the top of the marketing mountain. A brand game can evoke the feelings (Funny, Challenge, Likeable, ect.) and become a multiplier if necessary.

The win

All people like to win at a game. These feelings of happiness can be further strengthened if the customer is then also rewarded for his performance with something brand-relevant. For example, if the customer has successfully climbed an ice wall, he deserves to participate in a competition for five expensive jackets. Or has he also won an instant prize? If the brand can reward the customer for his performance, the customer will be even more interested in using it.

Brand games that already exist

The brand games thing is not an invention of mine. Not at all, because a great many have already been used around the world and there will still be companies that choose them because they work. In the examples, I limit myself to brand games from Switzerland or brands that are active in Switzerland.


Migros Grillitarians "Grill it, win it"
Game type: Candy Crush / Win: Raffle & gift cards

Since summer 2018, a game has been integrated into the "Grillitarier" app from Migros, which basically works like "Candy Crush". If you get three or more sausages/cobs/fish in a row, you get points. With the points, you climbed a ladder and received increasingly difficult levels, which were all the more lucrative for it. The top 100 players received 25 gift cards (raffle) from Migros.

Coop Bau+Hobby "Push the wheelbarrow" integrated into spring campaign
Game type: Skill Games / Win: Instant prizes & raffle

A landing page of Coop Bau+Hobby - which was crossmeidally and generously advertised - invokes spring. On the small website, promotions, a raffle and a brand game are brought to the customer. An example par excellence when it comes to combining offers, competitions and promotions. Also very clever: bundling all the traffic on one page. This way you have in your hands how the user experiences your brand. (Unfortunately, this landing page is offline by now, but I am convinced that another one will come soon).

Google CrickHit
Game type: Sports Game / Wins: Fame and Honour

Google has already published many so-called "Doodle Games". I have chosen one as a representative for all of them, which roughly fits into the series. The aim of this game is to play cricket as well as possible. It's a very simple way to pass the time. Results can also be shared here to achieve a multiplier effect. The game can still be played.


Brand games are worthwhile. Integrated into a campaign or as an element at an event, it is worth considering one. Games can also be produced cheaply (off the shelf with your own corporate design and predefined functions) or they can be elaborately customised. Which is more worthwhile for your case must be discussed.

Samuel Rhyner, Gründer von Code Crush

Samuel Rhyner

I am Samuel. My world revolves around programme code most of the time. I love understanding stubborn problems and finding solutions for them. I like to be on the train and work best when the landscape is passing me by at 130 kilometres per hour. To switch off, I like to watch real-fiction series - and hate being spoiled. If I have to wait for the stream, I always make a mental note to myself: my applications are programmed with high performance and the waiting times are as short as possible. They are the TGVs among the programmes!