Executives are game. Are you?
According to a recent study, 35% of senior executives are playing casual videogames at work. And by senior executives we’re talking top bananas—CEOs, CFOs, presidents and other C-level executives. Not exactly the demographic that first leaps to mind when you think of gamers, is it?
Even after you take into account the study was funded by PopCapGames.com, it’s still a statistic to be taken seriously. And I have to think the real number is actually higher. Much higher—just like their scores.
When you consider the humongous numbers of active gamers reported by Yahoo Games and AOL Games, it should come as no surprise that C-suite execs are among the many who like to kill time by killing a few slime-spewing aliens. It’s like mental sorbet. It cleanses the mind between meetings.
If you think gaming is not to be taken seriously, consider this research by none other than Big Blue.
According to recent IBM study, which looked at technology, business and societal trends and issues, online videogames help people become better corporate leaders by fostering skills related to collaboration, self-organization, risk-taking, openness, influence, and communications... Nearly half of gamers polled believe that game playing has improved their real-world leadership capabilities.
In Silicon Valley, golf has been replaced for many with the online game, World of Warcraft. C-level executives not only spend time with elves and monsters, they spend time with each other, cutting real world deals and alliances.
So, what is a marketer to do with this information? Play. Consider building a game experience that may provide a distraction and a brand experience at the same time. Tie it to a promotion. Try in-banner gaming. Try sponsored game content. Experiment.
If you’re in the financial services business and avoiding risk is part of your brand promise, consider creating or leveraging games of risk. If you’re in the technology sector and your brand is all about strategic technology investments, consider building a branded game of strategy.
The trend in executive gaming is only going to grow. No matter how grown-up executives may appear on the outside. If you want to hear more about how companies are using games in their marketing mix, you may want to attend the upcoming MITX event in Boston on November 2nd entitled Serious Games for Marketing.
