It's no secret branding is considered something of a dirty word by some in mobile games development - the idea of 'cashing in' on a game by linking with a big brand clouding its creativity.

Kiip's head of business development for the EMEA region, however, put forward a smarter, more savvy approach, arguing brands need good games and – in some cases – games need good brands.

Brand battleplan

"Brands don't have the resources or technical knowledge to build their own games," said Carey, putting forward the idea that successful smartphone games offer a fresh way for brands to build a relationship with consumers.

"Some games need brands, too – they bring something intangible. There is a connection, and a reason for the two to talk to each other."

Such a concept is arguably already well established – Fishlabs' work for Barclaycard and Volkswagen with Waterslide Extreme and Volkswagen Polo Challenge respectively two notable examples – but Kiip also provides another way for developers and brands to come together.

Playing the game

"Brands don't necessarily need to build their own IP, their own playground if they want to play along," Carey continued.

Kiip – which brings real world rewards together with in-game achievements – can deliver much the same relationship, allowing companies to tap into the feeling of satisfaction gamers receive when they makes the grade.

"What we talk about is tapping into moments that matter," he concluded.

"In-game achievements that offer massive branding potential and are conveniently a break in gameplay."

Achievement unlocked

Kiip, of course, isn't the only company operating in this space.

Recently unveiled incentivisation platform Gimmie – which former OpenFeint founder Jason Citron is advising – allows players to pick up rewards of their choice when they pick up achievement.

For Carey, however, the reward itself isn't the only way a brand can form a relationship with the player.

Platform's like Kiip enable brands to add to their persona by attaching themselves to the actual moment of accomplishment – a trait that's surely few other mediums can hope to offer.