How to create a branded mini-game
an effective branded mini-game has a single-action mechanic, is learnt in seconds, lasts between 30 seconds and two minutes, uses the brand's identity naturally, offers a clear reward and is played in the browser via QR or link, with no downloads.
1. Define what it is for
Before thinking about characters or levels:
- Business objective: leads, traffic, awareness, sales or loyalty.
- Audience: age, gaming habits, device.
- Play context: at home, in the shop, at a trade show, on public transport.
Each answer changes the design. A game for a trade show has to be understood while standing and in 10 seconds.
2. Choose a simple mechanic
The most robust mechanics for branded mini-games are:
| Mechanic | Example |
|---|---|
| Catch or dodge | Catch the falling ingredients |
| Aim | Throw the ball at the target |
| Memory / pairs | Match the products |
| Puzzles | Complete the picture |
| Timed skill | Tap as fast as possible |
| Choose and combine | Create your recipe or your look |
| Search | Find what is hidden |
Useful rule: one main action (tap, swipe, drag).
3. Integrate the brand naturally
- The products or characters should be part of the mechanic, not a logo stuck on.
- The tone (fun, elegant, sporty) should match the brand.
- Avoid commercial messages inside the game; leave the message for the start and the end.
4. Design the experience
- Start screen: title, an instruction in one sentence and a play button.
- Minimal tutorial: learning by playing.
- Progressive difficulty: easy at the start, a little harder afterwards.
- Length: short sessions, with the option to play again.
- Ending: score, prize and call to action.
5. Add reward and virality
- Instant prize (coupon) or participation in a prize draw.
- Ranking for those who play again.
- Share button for the result or score.
- Challenges between friends.
6. Choose the technology
- Browser game (HTML5/WebGL): immediate access, ideal for campaigns.
- Augmented reality in the browser: for playing over the real environment.
- App: only if a complex or recurring experience is needed.
For access, use a QR or short link. Check WebAR or app for the criteria.
7. Test before launching
- On mid-range mobiles.
- With a normal mobile connection.
- With people outside the project.
- Checking that registration and prize delivery work.
- With accessibility in mind: contrast, text size and clear touch controls.
8. Launch, measure and improve
Record plays, completion, time, registrations, redemptions and shares. Adjust difficulty, wording and rewards according to the data.
Key ideas
- Define the objective before the game.
- One main action, very well executed.
- The brand should be part of the mechanic.
- The browser is the most accessible environment.
- Test, measure and adjust.
Frequently asked questions
How long should a play last?
Between 30 seconds and two minutes is usually the most effective.
Is a video game designer needed?
It is advisable to have a team that combines design, development and strategy.
Can it be played on a large screen at an event?
Yes, it can be adapted to touch screens or to control with a mobile.
Can I reuse the game in other campaigns?
Yes, if it is designed in a modular way with different "skins" and rewards.
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