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Take your handheld DS or PSP with you and get free promos for virtually everything, just for playing a game. Billions of dollars in products and services will be “earned” by gamers for simply “gaming for swag.” “Swag” is the slang term for free promotional items. Typically given out at tradeshows, swag is now hitting the streets. It’s even claimed some will be able to make a living gaming for swag. Movies, concerts, carnival rides, DVDs, video games, food and drinks, bling, and cool clothes can be yours for free if you play along. In an effort to promote new and existing products, several industries are combining marketing techniques and putting them into overdrive. This new marketing drive is also planned to increase the stature (and sales) of the DS and PSP against the new glut of smartphones and tablets. “Nintendo and Sony are getting together with everyone from Coke to Disney to recapture the industry,” says promotions manager Ferine Feral. “Take your handheld to any of these stores, amusement parks, or movie theaters and you’ll instantly find a downloadable game to play. Complete it and win some merchandise or tickets. It’s that easy. But you need a DS or PSP to play. These machines are built to game, not to do a bunch of sissy stuff like texting, twittering, or tweeting. We know real gamers game to avoid people, not to increase communications with them.” According to marketing researchers, this interactive style of gaming for swag is the way of the future. Competition for customers will reach unheard-of levels as companies vie for their market share. This translates into a virtual cornucopia of free products and services. Loyal and talented gamers will be rewarded for their efforts. More complex than regular mini-games, these swag games will engage, challenge, and inspire the player. They will often feature the product or service they are promoting, prominently, to entice customers and establish a brand loyalty. To be fair to all gamers, not all games are based on skill. Some involve finding hidden treasures, and some players are just randomly chosen. But you can’t win if you don’t play. The only cost of admission is your handheld and being at the right place at the right time. “Gaming for Swag” is soon to be a popular phrase in your cultural lexicon. Now that you know what “swag” is, it’s time to look up “lexicon.” |