playbrief.

Branded games for every stage of the funnel

Someone meeting your brand needs a different game from someone choosing a product. Start with the action you want them to take.

By the playbrief team

Choose the game for your audience's stageTop of the funnel: get noticed. Middle: build interest. Bottom: help people choose. Select a stage to read its example.ToFuGet noticedNew toyour brandMoFuBuild interestExploringtheir optionsBoFuHelp them chooseReady todecide

Different games for one brand.

Three game concepts for a coffee brand.

01

ToFu Top of the funnel

Get noticed.

Cartoon coffee-cup karts racing through a pastel coffee town

Coffee grand prix

Race through a coffee city. Drift around corners, find shortcuts and unlock new karts. Your brand lives on the track; a weekly tasting-box prize gives players a reason to challenge friends.

  1. Race
  2. Beat a friend
  3. Share your time

MeasureNew players and shares

02

MoFu Middle of the funnel

Build interest.

Isometric cartoon café management game with a barista, customers and coffee stations

Build your café

Design a café, choose your blends and keep the orders moving. Unlock equipment as the café grows. Offer an optional email form to save progress and send recommendations based on what they used.

  1. Build a café
  2. Explore the range
  3. Save your café

MeasureSaved cafés and relevant leads

03

BoFu Bottom of the funnel

Help them choose.

Cartoon brewing simulator showing a simple espresso machine, grinder and coffee-making tools

The brew lab

Take on brewing missions. Adjust the grind, steam milk and compare equipment as you fill orders. Let players shop the setup they tried or book a consultation about it.

  1. Complete a mission
  2. Compare setups
  3. Shop or book

MeasurePurchases or booked consultations

Rewards & distribution

Give people a prize worth playing for.

A good prize gives people another reason to play and share. Choose something your customers would want, then put it in the invitation.

What the research found

A field study found that more appealing prizes were associated with more game sharing. It did not find the same relationship for sharing personal details. Zhao & Renard, 2018

Plan where the first players come from.

Give the game a place in your campaign.

The invitationPlay for a tasting box.Show the game and the reward.
Your channels
Social postsEmailEvent QR codes
After a good round
Can you beat my score?
Make the link easy to share.Track the new players it brings.

Choose what you want the game to do.

Your goalA useful gameThe next step
AwarenessCoffee grand prixPlay and share
Relevant leadsBuild your caféSave your café
Purchase decisionsThe brew labShop or book a consultation

Your business goal

Tell us what your business needs.

At playbrief, we start with your audience and the action you want them to take. Then we build a game around that goal.

Talk to us