3 April 2013

Amway Explores ‘Advergaming’


Would you like to own a piece of a Nutrilite Farm? Why stop there — how about a Nutrilite Lab? Amway Korea  has made it possible.

The more than 5 million users of a popular mobile game called Rule the Sky can purchase Nutrilite farms or crops, build Nutrilite structures and visit other users’ islands. It’s similar to Farmville, but in Rule the Sky users are on their own floating island in the sky called Flotia.

The marketing effort is called “advergaming,” and it’s not just a cool buzz word. When done correctly it can be a successful tactic with an immersive effect on players. Of the more than 5 million users of Rule the Sky, an average of 800,000 of them play 45-60 minutes more than once a day.

Rather than being exposed to a 30-second ad, a gamer’s attention is captured in a much more significant way. Advergaming also offers an additional measuring stick in the form of downloads: Nutrilite’s laboratory has been downloaded nearly 330,000 times. And Nutrilite’s El Petacal farm in Mexico? That’s been downloaded nearly 790,000 times.

So start tilling the virtual soil and rule the sky with your Nutrilite Farm!

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4 thoughts on “Amway Explores ‘Advergaming’

  1. I was wondering how long it would take before we saw Nutrilite or any of Amway’s brands participating in this arena.

    How cool would it be to have a game that focuses on all of the aspects of the Amway lifestyle from the brands to sharing the virtual opportunity, building a sustainable virtual life and supporting virtual charities. All of these virtual activities could be linked to real life events like ordering real products, supporting real charities and local communities and sharing the opportunity in a way that could reach a whole new audience.

    I have been imagining this for years and have suggested it to the corporation several years ago. Now, we are seeing the first signs of this potential.

  2. wow!!!! i am so excited about the initiatives Amway is taking to build the brand & help distributors build a sustainable business!! We love you Amway!! The Gen Y always welcomes these initiatives!!

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