Tampa Bay mall goers will soon be able to play the popular game shows Wheel of Fortune, JEOPARDY!, Family Feud and The Price is Right at mall kiosks. As part of its in2win advertising promotions, the St. Petersburg-based Priatek is expected to launch the games June 27.
“What we’ve been able to do is connect consumers with advertising in a fun and rewarding way,” says Milind Bharvirkar, Priatek’s President.
Priatek began offering games at mall kiosks in November, but its new revised app will include the popular reality show games, plus loyalty points and gift card programs. Currently there are 80 kiosks operating in the Tampa and Orlando areas.
The goal of the Priatek program is to engage consumers when they are pre-disposed to buy. So they allow consumers to play games for free and win prizes and coupons offered by advertisers, who pay when a customer chooses their product. When consumers register during the process, they’re more likely to follow through with a purchase, Bharvirkar says.
“It doesn’t matter if you play the game or you skip the game,” he says.
Lots of people love to play though, as was evidenced in the past by McDonald’s popular Monopoly promotion. Bharvirkar saw it first hand with coin-operated games for a San Jose, CA, business he founded, Global VR.
“The game element is simply about putting you in a positive state of mind. The games in general are an escape for people,” he explains. “... Just the anticipation of winning sets off dopamine in our brains that leads to a positive connection to that brand.”
Prizes or coupons are issued instantly; there’s a limit of 20 per day. Some people win big prizes like diamond earrings, cruises, VIP passes to the Daytona 500, and fishing trips.
Users can download the app starting June 27 from the Apple and Google app stores, enabling them to play some of the games at the mall on their cellphones and tablets, but not computers.
In July, Wheel of Fortune and JEOPARDY! will be on a mobile app as well. Priatek doesn’t have mobile rights yet for Family Feud and The Price is Right.
Kiosks are installed at Tampa Bay area malls, including Tyrone Square, University, Westfield Brandon, Westfield Citrus Park, Westfield Countryside, and Westshore Plaza. Discussions are underway regarding International Plaza.
Bharvirkar is looking to expand into sports arenas, big box retailers, hotels and large retail chains.
Advertisers small and large can link their brand with a popular game show for as little as $100 a month. “Nobody’s ever been able to do that,” he says.
Priatek is interviewing to possibly hire two advertising sales reps for the Tampa Bay area soon. They’ll be hiring elsewhere too: Priatek is expanding nationally this year, starting with New York, Los Angeles and San Francisco.