In the Bonus Level track at Pocket Gamer Connects London 2015, KLM's manager of social media Karlijn Vogel-Meijer spoke about the airline's approach to mobile games.

"Games enable brands to make a connection between offline and online," she said.

In this way, KLM hopes that in time, it can extend its brand and perhaps even influence the behaviour of customers - maybe encouraging them to arrive at the gate on time.

Bird's-eye view

KLM's first mobile game was 3D strategy game Aviation Empire, which was released on iOS and Android 2013.

It's had over 700,000 downloads, generating an average session time of 20 minutes.

Vogel-Meijer pointed out that KLM would have to spend millions of euros to generate such attention through advertising.

More interestingly, some of the game's key markets are countries like the US and China, where KLM doesn't have many local customers.

To further encourage this, a Chinese version of Aviation Empire will be released, while a mini-game will be available within WeChat to support the new Chinese version.

"The results are really satisfying for us," said Vogel-Meijer.

And that's why KLM's latest game is KLM Jets.

A more casual title, the endless 'flyer' enables lots of social interactions.

""Go beyond the adver-game. I believe it is powerful to make your game available to a large group of people," Vogel-Meijer advised other brands.

You can see all our Pocket Gamer Connects London 2015 footage here.