This presentation about A Brand New Playground (Laat met je merk spelen) was held at Marcom 2010 and explains how you can use Games as a Marketing tool!

2. A
Brand
New
Playground
Laat
met
je
merk
spelen!
Bart
Hufen
MBM
Brand
Player

3. Born
in
1974
Utrecht
–
The
Netherlands
FanaHc
gamer
(1982
–
present)
&
music
composer
Bachelor
Industrial
CommunicaHons
&
InformaHon
Management
(1994-­‐1999)
Loves
to
play
Product
Manager
at
Atari
Benelux
(<
3
yrs)
Channel
MarkeHng
Manager,
online
&
CRM
at
Diesel
Benelux
(<
5
yrs)
Account
Manager
&
Brand
consultant
at
Crossmarks
(2
yrs)
Master
of
Brand
Management
(2008-­‐2010)
Author
of
‘Laat
met
je
merk
spelen!’
(A
Brand
new
Playground)
Brand
Player
at
BrandNewGame
www.BrandNewGame.nl
www.GamingAndBranding.com

4. A
Brand
New
Playground
Laat
met
je
merk
spelen!
Who
is
a
gamer?

7. A
Brand
New
Playground
Laat
met
je
merk
spelen!

8. A
Brand
New
Playground
Menu
Level
1.
It’s
all
in
the
game
Level
2.
We
all
play
games
Level
3.
What
games
do
for
Brands
Level
4.
Games
within
Brand
Management
–
OUT
OF
TIME!!!

10. A
Brand
New
Playground
1/5
–
It’s
all
in
the
game
1.
What’s
a
game?
2.
Which
plaaorms
are
there?
3.
Which
genres
are
there?
4.
Some
staHsHcs…
5.
Why
are
games
so
much
fun?
6.
Trends
&
expectaHons

11. 1/5
-­‐
It’s
all
in
the
game
1.
What’s
a
game?
Game
“A
non-­‐produc@ve
digital
interac@ve
soBware
program
with
clear
goals,
rules,
a
central
theme
and
dynamic
content
played
on
a
certain
plaEorm.”

12. 1/5
-­‐
It’s
all
in
the
game
1.
What’s
a
game?
Circle
of
play

13. 1/5
-­‐
It’s
all
in
the
game
1.
What’s
a
game?
Goal
Rules
Variables
Theme
Reward!

15. 1/5
-­‐
It’s
all
in
the
game
1.
What’s
a
game?
Six
levels
of
involvement
(onderdompeling)
1.
AffecHve
involvement
2.
SpaHal
involvement
3.
NarraHve
involvement
4.
TacHcal
involvement
5.
PerformaHve
involvement
6.
Shared
involvement

16. 1/5
-­‐
It’s
all
in
the
game
1.
What’s
a
game?
Six
levels
of
involvement

17. 1/5
-­‐
It’s
all
in
the
game
2.
PlaEorms
1972
1979
1986
2000
2007
…

18. 1/5
BrandNewGame
-­‐
It’s
all
in
the
game
2.
PlaEorms
Wat
is
dat?

19. 1972
1979
1986
2000
2007
…

20. 1/5
-­‐
It’s
all
in
the
game
3.
Genres
Genres:
AcHon
Adventure
Parlor
Plaaorm
Puzzle
&
Quiz
Role-­‐playing
SimulaHon
Special
interest
Sports
Strategy

21. 1/5
-­‐
It’s
all
in
the
game
3.
Genres
Some
genres
are
more
popular
and
more
suitable
on
PC
Client
based
(strategy
&
simulaHon)
PC
Server
based
(shooters
&
RPG)
PC
Browser
based
(anything
goes)
Console
(sports
&
acHon)
Handheld
(puzzle
&
plaaorm)
Depending
strongly
on
the
context
they’re
being
played

22. 1/5
-­‐
It’s
all
in
the
game
4.
Sta@s@cs
>
150
new
games
per
month
>
60
billion
revenues
on
(which
is
more
than
global
CD
&
DVD
sales)
>
100
million
unique
visitors
to
the
game
portals
of
Spilgames
>
iPhone
Appstore
top
10
-­‐>
8
games
(
>
20.000
games)
>
80
Million
people
play
FarmVille
>
Twiper
accounts
*
>
means
‘more
than’

23. 1/5
-­‐
It’s
all
in
the
game
5.
Why
games
are
fun!
Depending
on
our
needs
games
provide:
Fun
Social
environment
Challenge
(mentally,
physically
or
towards
other
players)
Sense
of
control
Flight
from
reality
“Make
us
do
things
we
can’t
do
in
normal
live…”

24. 1/5
-­‐
It’s
all
in
the
game
5.
Why
games
are
fun!
What
makes
a
game
so
much
fun?*
FrustraHon
Boredom
*
from
Rules
of
Play
by
Salen
&
Zimmerman
2004
MIT

25. 1/5
-­‐
It’s
all
in
the
game
5.
Why
games
are
fun!
What
makes
a
game
so
much
fun?*
*
from
Rules
of
Play
by
Salen
&
Zimmerman
2004
MIT

26. 1/5
-­‐
It’s
all
in
the
game
6.
Trends
&
Expecta@ons
1.
Games
as
a
way
of
spending
Hme
socially
embedded
in
life
2.
New
ways
to
control
games
(Wii
&
Project
Natal)
3.
Cross-­‐plaaorm
gameplay
4.
Virtual
economies
5.
Games
as
a
markeHng
tool

28. A
Brand
New
Playground
2/5
–
We
all
play
games
1.
Who
plays
games?
2.
Where
do
we
play
games?

29. 2/5
We
all
play
games
1.
Who
plays
games?

30. 2/5
We
all
play
games
1.
Who
plays
games?
FanaHcs
10%
Hobbyists
30%
Casual
gamers
60%

31. 2/5
We
all
play
games
2.
Where
do
we
play
games?
At
Home
At
specific
places
While
travelling
This
is
so
important,
because
it
determines
the
context
the
consumers
are
in
(@me,
place
&
mindset)
when
you
target
them

33. A
Brand
New
Playground
3/5
What
games
can
do
for
Brands
Finally!
Some
examples…

34. A
Brand
New
Playground
3/5
What
games
can
do
for
Brands
Product
Price
People
Place
PromoHon

35. 3/5
What
games
can
do
for
Brands
1.
Product

36. 3/5
What
games
can
do
for
Brands
1.
Product

37. 3/5
What
games
can
do
for
Brands
1.
Product
Renault
Megane
&
Need
For
Speed
Undercover
Great
prelaunch
PR
PotenHal:
PretesHng
of
spoilers,
wheels,
paint,
accessories
etc.

38. 3/5
What
games
can
do
for
Brands
2.
Price

39. 3/5
What
games
can
do
for
Brands
3.
Personnel
Personnel
[Recruitment]

40. 3/5
What
games
can
do
for
Brands
3.
Personnel
Case
2
–
People
&
recruitment
America’s
Army

41. 3/5
What
games
can
do
for
Brands
3.
Personnel
Part
2
–
People
[Recruitment]
America’s
Army

42. 3/5
What
games
can
do
for
Brands
3.
Personnel
Part
2
–
People
[Recruitment]
America’s
Army

43. 3/5
What
games
can
do
for
Brands
3.
Personnel

44. 3/5
What
games
can
do
for
Brands
4.
Place
Virtual
shopping
(ingame
economy)

45. 3/5
What
games
can
do
for
Brands
4.
Place
Case
3
–
Place
(virtual
shopping)
In-­‐game
economy

46. 3/5
What
games
can
do
for
Brands
4.
Place
Case
3
–
Place
(virtual
shopping)
In-­‐game
economy

47. 3/5
What
games
can
do
for
Brands
4.
Place
Case
3
–
Place
(virtual
shopping)
In-­‐game
economy

48. 3/5
What
games
can
do
for
Brands
4.
Place
Part
3
–
Place
[Gameconomy]
Virtual
shopping
PlayStaHon
3
sold
over
20
million
PS3’s
(unHl
2009),
of
which
about
50%
of
users
are
online.
If
only
1
percent
buys
2
items
in
a
year,
it
will
generate
200.000
euro
revenues
of
virtual
goods!

49. 3/5
What
games
can
do
for
Brands
4.
Place

50. 3/5
What
games
can
do
for
Brands
5.
PromoHon
PromoRon
[GameverRsing]
1.
Product
placement
2.
In-­‐game
adver@sing
3.
Branded
content
(installa@on,
pre-­‐rolls,
interface,
characters,
ingame
events,
levels,
mods)
4.
Visually
adapted
games
5.
Advergame
(100%
branded)

51. 3/5
What
games
can
do
for
Brands
5.
PromoHon
1.
Product
placement

52. 3/5
What
games
can
do
for
Brands
5.
PromoHon
1.
Product
placement

53. 3/5
What
games
can
do
for
Brands
5.
PromoHon
Part
5
–
PromoRon

54. 3/5
What
games
can
do
for
Brands
5.
PromoHon
Part
5
–
PromoRon
Results
“55DSL
did
not
measure
the
results,
it
is
clear
that
the
associaHon
with
new
media
like
gaming
confirms
the
coolness
and
young
mentality
of
the
brand.”
KrisHan
KrisHansen
–
Global
MarkeHng
Manager
55DSL

55. 3/5
What
games
can
do
for
Brands
5.
PromoHon
2.
In-­‐game
adver@sing

56. 3/5
What
games
can
do
for
Brands
5.
PromoHon
3.
Branded
content

57. 3/5
What
games
can
do
for
Brands
5.
PromoHon
4.
Visually
adapted
games
50.000
downloads
end
of
2009

58. 3/5
What
games
can
do
for
Brands
5.
PromoHon
5.
Advergame
(100%
branded)

59. 3/5
What
games
can
do
for
Brands
5.
PromoHon
5.
Advergame
(100%
branded)

60. 3/5
What
games
can
do
for
Brands
5.
PromoHon
5.
Advergame
(100%
branded)

62. A
Brand
New
Playground
Games
within
Brand
Management
Why
use
games
as
a
markeHng
tool?
1.
Playing
is
natural
behavior
2.
It’s
FUN
and
social!
3.
100%
apenHon
+
immersion!
4.
It’s
effecHve
and
the
fastest
growing
industry
in
the
past
5
years
5.
Why
would
the
US
Army
invest
millions
if
it
wasn’t
effecHve?

63. A
Brand
New
Playground
Games
within
Brand
Management
OUT
OF
TIME!

64. A
Brand
New
Playground
Laat
met
je
merk
spelen!
Any
quesRons?
Please
speak
freely
now
or
contact:
Bart
Hufen
+31648
18
6632
barthufen@brandnewgame.nl
or
visit
my
blog
www.gamingandbranding.com
Contents
of
my
book:
www.laatmetjemerkspelen.nl

65. A
Brand
New
Playground
Laat
met
je
merk
spelen!
Thank
you!
–
One
video
to
conclude?