As the demand for fresh online games continues to expand, SkillPod Media is consolidating its position as a leading games development agency and the first choice for some of South Africa’s top brands. Linked to this demand is the market’s growing awareness of the marketing opportunities provided by advergaming and in-game advertising. Consequently, SkillPod Media ’s game development skills, experience and in-depth understanding of online advertising are being used by a growing number of blue-chip clients.

“South Africa’s leading online brands have realised the enormous marketing opportunities that games provide,” explains Mark van Diggelen, CEO of SkillPod Media . “We’re developing customised games for them that perfectly capture their own brand themes and activities, and that link up with their offline activities. This multi-channel approach has proven to be the most effective way of deriving return on investment from internet marketing,” he says.

Marketing via online games not only gives advertisers access to the teenage and 18- to 34-year old male market, but also to the elusive online female market. Research has concluded that 64% of online gamers are women, and that active gamers spend as much as a quarter of their leisure time playing games online.

SkillPod Media ’s expertise becoming sought after

It’s no wonder then that more and more prominent brands are turning to SkillPod Media to help them reach these markets through customised casual gaming experiences. “We’re finding ourselves increasingly at the centre of a push by leading companies to take advantage of the opportunities afforded by online gaming,” says van Diggelen. “We’ve spent the last year honing our game development skills, and marrying these skills with our existing and growing understanding of online marketing and advertising methods,” he continues. “We’re now in a position to offer a complete online gaming solution to our clients: custom game development, marketing strategy and ad placement.”

The hallmarks of a successful online casual game are that it must be easy to learn and highly captivating – no matter if it’s a game that takes 5 minutes or 5 hours to play. SkillPod Media ’s “Space Miner” game, developed completely from scratch, epitomises these qualities. It has already been played over 215 000 times in the two weeks since its launch. The company now plans to develop a mobile version that will be made available to mobile gamers internationally.

Blue chip clients are benefiting

OUTsurance and KTV are the latest companies to partner with SkillPod Media for casual game development. The OUTsurance game has been developed for the Gun Run Marathon sponsored by OUTsurance. It is a running-themed game with strong visuals of Cape Town and OUTsurance branding. Player’s race against the clock to collect as many water bottles before the virtual noon day gun goes off.

KTV is currently using 3 puzzle games that SkillPod Media developed for them, based on their television themes - Monday Mayhem, Freak Friday, and Pre-K for their younger viewers. The puzzles all focus on skills development, with various levels to ensure that children at different skills levels can all enjoy them. Skills have to be mastered in order to progress from one level to the next, providing the perfect mix of learning and fun.

SkillPod Media has also just completed a Market Day game for KTV, which prominently brands KTV and Wimpy, the primary sponsor. KTV’s K-alien mascot features prominently in the game to provide strong offline identification.

“We’re extremely happy with the progress we’ve made with our original customised game development,” concludes van Diggelen. “We set out to firstly prove our ability to ourselves with games on our own portals before offering our services to clients, as we’re acutely aware that the online channel is above all about successfully delivering on your promises. We’re satisfied that this measured approach is now paying off for our clients.”