Branded Content Marketing: I am Playr Beta Review
We believe the future of brand engagement marketing depends on a combination ofÂ Social Games & Branded Content MarketingÂ are the next great marketing frontier. They offer a uniqueÂ opportunity for brands to engage their customers in meaningful way.
A few months back we highlighted â€œI Am Playrâ€, a game which marries social gaming and big brands such as Nike and Alfa Romeo.Â The game is now in beta and weÂ decidedÂ to see if it has lived up tot he all the hype.
What’s it all about?
“I am Playr” brings the magic of football strategy games to theÂ social gaming generation. It combines the best of social gaming with a very engaging first person narrative experience.Â I am PlayrÂ isÂ where social gaming and interactive story telling meetsÂ Championship Manager.
The idea of I am Playr is to work your way up the professional football ranks while competing against a global audience. The game starts with you signing for a fictional football club called Riverpark. Your first task is to train and build up your fitness. The harder you train, the better you become. However how you perform on the pitch is only part of the story as the decisions you make off the pitch influence your career. The right girlfriend or agent can make or break your career. Be careful if Dean the star striker asks you out for a beer!
How does it Work?
The game is free to play, however you can purchase credits which you can then use to buy Redbull energy drinks, new Nike boots, luxury apartments, etc. Yes Iâ€™m trying to avoid using the term â€œFremiumâ€, however that is the business model it uses.
What we like
- High quality in-game videos with excellent production values such as Football Focus clips
- Interactive storytelling with multiple off-field video sub plots
- You can only play one game every 10 number of hours which keeps you coming back
- The short game time makes it ideal for those mini work breaks
- Basic gaming functionality is cleverly integrated into overall experience
- Interesting video sub plots which add to the experience e.g. players covering up injury
- The decisions you make off the pitch matter
- Great social connectivity which helps make it more competitive
- Free to play
- The odd surprise…
What we don’t like
The fact you can only play one game every 10 hrs (unless you buy credits) does leave you wanting more. A good business idea, but perhaps a little imbalanced — Iâ€™d like to play at least 3-5 games before being charged. After a short time the novelty of the in-game video wears off as it starts to repeat. The game play is clunky and the training sessions can get boring. The difficultly of the training sessions also increases rapidly and sometimes the drills donâ€™t work correctly.
To conclude I think this is an extremely well executed online game and itâ€™s destined to become a major success. Itâ€™s also great to see innovation in brand advertising. Personally Iâ€™m counting down the minutes to my next game.