Lead generation with video games: online and offline. Real examples.

How do you do lead generation with video games?

In this article we will explore gaming as a marketing tool within campaigns dedicated to contact collection.

Scandals related to data handling, privacy breaches, and the spread of sensitive information have fueled a climate of distrust among consumers.

All of this has made it difficult to collect data from potential customers; therefore, lead generation is becoming increasingly complex.
The main challenge is being able to reach and engage an audience that is ready for a relationship with the brand or the company. And it’s tough to break through the wall of contacts when it comes to a “brand you don’t know”.

In this context, using creative and engaging approaches can become a strategic weapon for lead generation campaigns. You know it: you’re won over by whoever makes you have fun.
Video games, in this direction, offer an interactive and engaging environment that can attract and entertain people, allowing companies to collect data in a more organic and, above all, voluntary way.

In exchange for a gaming experience, users are willing to share personal information, in a relaxed and satisfying atmosphere.
This new perspective on lead generation leverages the playful aspect to engage the public in a non-invasive way, allowing companies to obtain useful information without compromising users’ privacy.

Offline lead generation: events, trade fairs, and stores

As anticipated earlier, marketing is changing. If on the one hand it’s more complex to achieve planned results, on the other hand technological tools that support our goals are increasing.

In short, the entire paradigm shifts to adapt to the new digital ecosystem.
Video games designed for events and physical locations are real social tools that enable interaction with the brand, and they attract attention because they test skills, logic, and readiness.

The games best suited for this type of communication are casual games.
Casual games are a type of video game characterized by their simplicity and accessibility. They’re usually designed for short, fragmented play sessions, so they’re suitable even for a lunch break or while commuting on public transport.

Real success examples

CARPIGIANI

• For Carpigiani, the world leader in the production of artisan gelato machines, we developed Scale Up. It is a serious game that simulates the professional journey of a gelato maker, from opening the first gelato shop to managing a centralized laboratory for multiple points of sale. Presented at Sigep 2024, an important trade fair in the foodservice sector, the game engaged visitors by turning their smartphones into controllers via QR code. As participants progressed in the game, the Carpigiani team illustrated the different phases of the entrepreneurial journey and the technological solutions offered by the company. At the end of the match, players could enter their details to receive a discount on Carpigiani Gelato University courses, thus facilitating lead generation through playful interaction.

CONTINENTAL

• For Continental, a leader in the production of tires and technological solutions for the automotive sector, our developers created the Safety Game, presented at the Giro d’Italia and the Tour de France 2024, where Continental was Safety Partner. This video game engaged visitors in a race between tires, controlled via smartphone (as in the Carpigiani case) thanks to AdverSafely technology. During the race, participants answered four questions on road safety; correct answers increased the speed of the virtual tire, while incorrect ones reduced it. At the end of the game, participants could fill out a form with their data to receive a gadget to pick up at the Continental stand, thus facilitating lead generation through an interactive and educational experience.

Online lead generation: social campaigns, contests, and giveaways

In the online world, video games prove to be extremely powerful tools for lead generation, especially when integrated into social campaigns, contests, and giveaways.

Thanks to their interactive and engaging nature, they capture users’ attention more than any other promotional content, prompting them to participate, register, or share.
Mini-games integrated into sponsored posts or prize contests can become true magnets for qualified contacts, collecting data in a natural and fun way. Moreover, typical game dynamics (such as goals, leaderboards, and rewards) incentivize interaction and virality, increasing campaign effectiveness and brand awareness.

Real success examples

AVOCADO FROM MEXICO

• Avocados From Mexico is a non-profit association that promotes the export of Mexican avocados to the United States. Avocado launched an online lead generation campaign based on a prize contest with an Instant Win mechanic. Code This Lab, in collaboration with the American agency 270B, developed a “Spin & Win” game integrated into the association’s official website. Adult users could participate by spinning a virtual wheel to win instant prizes, including balls signed by celebrity Jesse Palmer, autographed digital photos, avocado-based recipes, and discount coupons. To participate, users had to register, thereby providing their data and allowing the company to expand its database of qualified contacts. In addition, by sharing the initiative on social media, participants entered a final draw with more substantial prizes, further encouraging the campaign’s viral spread.

ROADTRIP TO CLE

• Roadtrip to Cle is a video game developed to promote the April 8, 2024 total solar eclipse in Cleveland, Ohio. Created as part of the “Ultimate Cleveland Total Solar Eclipse” campaign by This Is Cleveland (the non-profit that promotes the city), the game was the centerpiece of a giveaway aimed at adult U.S. citizens. In this racing game, players drive a vehicle along routes inspired by Cleveland’s streets, with the goal of reaching the city before the Moon obscures the Sun. Along the way, they encounter major attractions such as the Rock & Roll Hall of Fame and the NASA Glenn Visitor Center. To enter the contest, users had to share their score on social media using the hashtag #SolarEclipseCLE by May 26, 2023. Prizes included a hotel stay, tickets to local attractions, and restaurant gift cards. This initiative combined entertainment and place marketing, driving lead generation through engaging gameplay.

AdverSafely: a solution for events, trade fairs, and stores

AdverSafely is the gaming solution designed for trade fairs, events, and points of sale: it aims to attract the audience, entertain them, and turn interaction into a concrete marketing opportunity.

It is a system that allows people to play directly from their smartphone, while the video game is displayed on a large screen inside the booth or exhibition area.

AdverSafely combines the effectiveness of a customized advergame with the simplicity of QR-code access, with no need to download apps. Participants connect, play, and leave their data through smooth, non-invasive mechanics.

This approach makes it possible to collect real, profiled, and motivated contacts, turning every player into a potential customer or qualified lead.
Game dynamics, customizable according to the brand, can include leaderboards, instant prizes, timed challenges, or quizzes, increasing engagement and encouraging interaction.

In addition, thanks to in-house monitoring software, it is possible to analyze collected data in real time: number of participants, playtime, scores, and leads generated. The result is a perfect mix of entertainment, branding, and lead generation.