November 27th, 2007
A Brand-Centric Business Model for Mobile Advergaming
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Quick Summary: Read about a new brand-centric business model for mobile advergaming.
At yesterday’s Mobile Monday Mumbai session, as I watched Jump Games CEO Salil Bhargava present a case for mobile advergaming, I kept asking myself why it didn’t (yet) make sense for Indian marketers.
Later, as Salil was joined by Anant Rangaswami from Campaign India magazine and Nidhi Taparia from Tata Indicom for a panel discussion moderated by VeerChand Bothra from Netcore Solutions, I actually asked them –
So, why exactly should mobile advergaming become an essential part of my media plan?
As I expected, the discussion quickly turned to how marketers expect too much from digital media.
However, since I think of myself as a digital media evangelist — I want mobile/ online advertising to work — I told myself to not think about all the reasons mobile advergaming won’t work for me and instead think about the set of conditions under which it would work for me.
