One of the hot topics in the mobile gaming circuit right now is
a new startup company called Kiip ("K-ee-p") that is offering real life rewards for players who earn achievements in the games they're already playing.
So far the company has only made contracts with a few companies (Sephora, Carl's Jr. and 1-800 Flowers are among them) but it would only make sense that they have plans to expand these contracts. Still though, how cool would it be to get a free Easter basket from 1-800Flowers for clearing the final level on Angry Birds?
It's interesting to think that this is the direction that advertising might be headed, especially considering that in the gaming market PC games, probably the best and most reliable target for companies like Kiip, are among the most popular.
Imagine this scenario: you're playing Fallout 3 on your PC and you gain an achievement or complete a hard mission, you're notified of an offer that you can redeem when you're done playing by a small popup on the HUD, afterwards the popup goes away (possibly being saved on a list with an expiration date/time) and that's that, you continue to play the game like normal, later redeeming your coupon for a free Soda at Carl's Jr.
The incentive for the companies participating is that every time a player earns an achievement with a reward attached to it they are essentially being advertised to, and this is what has got gamers
fired up on comment boards all across the internet. Even though the advertisement will only come once the player has earned the achievement, gamers simply do not want to see advertisements anywhere near their beloved games, PC or otherwise. Even the most casual of gamers can't abide by intrusive ads that infringe upon their enjoyable game time.
There are those, however, that see little problem with this form of advertisement, myself included. Would anybody REALLY be opposed to getting a free soda for doing the things they were already doing in the game for fun (and no real reward otherwise)? It's doubtful.
Is this the future of gaming and advertising? Certainly Kiip has come up with a novel idea, and who knows, maybe they'll be the industry leaders in the immensely popular world of in-game advertising in the future. One thing is for certain though, the way that they implement their features and the reaction by the gaming community will determine whether or not this turns out to be just a novel idea, or the next big thing in gaming and advertising.