Bart Hufen BrandNewGame at MIE 2012 IN Ipsos synovate 2 feb 2012

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PLAY CONSULT
CONCEPT
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ING
donderdag 26 januari 2012

A Brand New Playground
How can we use games as a branding and marketing tool?


Content
1. Who is He?

2. What makes a game a good game?

3. How can we use it as a marketing tool?

4. Why use games as a marketing tool?

5. Where is more information?


1/5: Who is He?


Download at
www.brandnewplayground.com


Game Time


The story of FarmVille



32 million people like Farmville



It’s ‘Social’



You want to have what
you don’t have...


The story of Nespresso
on Facebook


1/4: What’s in a game?
The story of CityVille, CastleVille, Sim Social, ...


Some Facts to kick off?
50% of Facebook users log in to play games (= 350 million players)

Angry Birds was downloaded 500 million times

> 300 million people play games through the portals of Spil Games

Call of Duty Black Ops was played by >25 million people (PS3 + Xbox 360 + PC)

Average amount of gamers playing through Steam is 4 million daily

The average gamer is 37 years old


2/5: What makes it good?
Playing a Game is like entering a Circle


Playing a Game is like entering a Circle
Levels of involvement


The Flow makes it so Addictive and Fun to play games


Games stimulate Gradual learning through Levels
Challenges

Playtime

Peaks of Frustration create Epic Experiences


A Game exists of these elements:

1. Objectives (purpose & challenge)
2. Variables (freedom)
3. Rules
4. Feedback system
5. Rewards
6. Levels
7. Theme


3/5: How can We?
Limited Time forces me to show just two examples


3/5: How can We?
Limited Time forces me to show just two examples

They show you how games can help to reach objectives in the field of:

1. Product
2. Price
3. Place
4. Personnel
5. Promotion


3/5: How can We?
2/5: A game that influences the Price (and builds up a CRM dBase)

Objective: increase store traffic

Target: young minded consumers

Essence: being comfortable during uncomfortable situations


3/5: How can We?
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2/3: How can We? Price (and builds up a CRM


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3/5: How can We?


3/5: How can We?

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3/5: How can We?

http://www.youtube.com/watch?v=XgaVrEu6JRs


3/5: How can We?
3/5: New distribution Places


3/5: How can We?
4/5: Games to train Staff (Personnel)

ABN Amro bank merged with Fortis


3/5: How can We?

Objective: learn new brand values and way to work

Target: all bank employees (retail)

Essence: learn how to profile consumers quicker and build trust


2/3: How can We?


3/5: How can We?


3/5: How can We?
Promotion (Gamevertising)

1. Product Placement Light involvement
2. In-game advertising
3. Branded scripted content
4. Visually adapted games
5. Advergames Maximum involvement


3/5: How can We?
5/5: Games to Promote your organization or brand (Gamevertising)

5. Advergame

Just pay attention to advertising... ;-)

An example how you SHOULDN’T do it: Autotaalglas.


4/5: Why should We?
You tell me!


4/5: Why should We?
1. 100% Attention
2. Fun!
3. Active multi-sensory, re-playable, experience
4. Hours, weeks, years of engagement
5. Immersion - depth


5/5: Where is More?
The objective of this presentation was to show you how games can
help to achieve your organizational- or brand objectives

I hope I succeeded!


5/5: Where is More?
The objective of this presentation was to show you how games can
help to achieve your organizational- or brand objectives

I hope I succeeded!

If so... reward me by jumping up and down!


5/5: Where is More?
Book: www.brandnewplayground.com

Blog: www.gamingandbranding.com

Bizz: www.brandnewgame.nl

Twitter: @BartHufen


Book: www.brandnewplayground.com

PLAY CONSULT
ING
Blog: www.gamingandbranding.com

CONCEPT
Bizz: www.brandnewgame.nl

Twitter: @BartHufen


Bart Hufen BrandNewGame at MIE 2012 IN Ipsos synovate 2 feb 2012

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Bart Hufen BrandNewGame at MIE 2012 IN Ipsos synovate 2 feb 2012