Many critics offer a better solution: Make the mice want to go through the maze. Or, find the user when they are already looking for a maze to go through, and

Many critics offer a better solution: Make the mice want to go through the maze. Or, find the user when they are already looking for a maze to go through, and take advantage of that to entertain the user and get some brand placement at the same time. That feels like a better analogy to me; it's far easier to get a user to play your game when they're in a playful mood already. In this case, the maze is the cheese. :-) Enticing people to go through mazes when they are not in the proper mindset is hard though, even when the maze is compelling and might be enticing given a different mindset. Your potential users need to find out about your toys somehow. I'm not totally familiar with how BK has been marketing these games, but if I'm not in the mood to play a game, no amount of enticing will work. There are a lot of times when I am searching for specific information, and even the most compelling offer of fun and engagement is just an annoying distraction. I guess this is the long way of saying: make sure to engage them when they want a maze to go through, and make them want it to be your maze. Marketing works best when people want to be marketed to.