Century City’s Hersch Games Inc. built its brand around popular board games such as Taboo, Scattergories, and Outburst – but now the company is thinking outside the box, literally.

Last month, Hersch launched its first mobile game, called EyeCons, which doubles as a marketing platform the company can use to generate additional revenue.

The tile-matching game has already attracted partnerships with the LA Auto Show, Anschutz Entertainment Group subsidiary Goldenvoice, and sponsored mobile data firm Syntonic of Seattle.

Hillary Hersch, senior vice president of Hersch Games, said the idea struck her when she served as director of operations and special events for the Hollywood Palladium, an entertainment venue operated by Live Nation.

“I found there was a disconnect not only between the venues and the fans, but also the advertising and sponsorship that we had in the building that were geared at entertaining them,” Hersch said.

She saw venues and marketers were missing out on an opportunity to engage with fans – often glued to their smartphones – during intermission or breaks in the action at sporting events.

EyeCons features a matrix of tiles that players must match in a test of speed. The tiles can be branded with company logos or images, with players given an opportunity to win real-world prizes. Hersch Games charges clients a licensing fee and receives a percentage of any sponsorship revenue generated by clients through the app. Companies can also decide how long their version of the app is available.

For example, guests attending the LA Auto Show can download the branded LA Auto Show EyeCons app and play it during the event’s 10-day run, which ends Nov. 27. Users are able to play the matching game and win prizes from automobile makers and sponsors, such as free merchandise and access to celebrity meet-and-greets.

Mike Wolfsohn, co-founder and chief creative officer at Culver City ad agency High Wide & Handsome, said the branded game is an interesting concept considering how many people use their phones during events.

“I’ve been amused for years now how when you watch or attend a Lakers or Clippers game the vast majority of people in the stands are on their phones, which is mind blowing when you think of the ticket prices for these kinds of events,” Wolfsohn said. “I imagine (Hersch) will have varying degrees of success based on the demographic of the people in attendance.”

Virtual touch

The game maker’s parent company, Hersch & Co., was launched in 1985 by brothers Brian Hersch, general partner and game inventor, and Mitchell Hersch, Hillary’s father, who also serves as general partner.

Hersch Games has produced and sold more than 30 titles, with more than 49 million units sold through licensing agreements with companies such as Hasbro Inc. and Mattel Inc. The company’s games have generated $1 billion in net retail sales, with Hillary Hersch saying the firm is valued at $100 million.

She said that she joined the family business two years ago, shortly after realizing her uncle’s 1995 board game EyeCons would make a great mobile app.

“As a kid growing up, I thought, I’m not into (games) as a career,” Hersch said.

However, her background in the entertainment industry ultimately helped her see the potential in creating a mobile marketing tool for venues and concert promoters, she said.

Ad exec Wolfsohn said venues and brands can benefit from the arrangement, but the challenge will be getting customers to download the app.

“Think about the LA Auto Show, there’s more things to see than you can take in,” he said. “How do you create awareness that this is available? That in and of itself is a whole marketing challenge.”

For Hersch, the key to building awareness is getting partners such as the LA Auto Show to promote the app to fans. She said the added benefit of real-world prizes is also a good way to pique consumers’ interest.

“The biggest part for me was enhancing that fan experience and making sure we weren’t interrupting people with advertising,” she said. “Let’s not beat them over the head (with ads) while they’re watching the show, (but) use these really commonly experienced moments of down time to offer them something cool.”