Keynote presentatie van Bart Hufen tijdens het State of the Art Marketing event 2013.

1. +1
PLAY CONSULT
CONCEPT
+2
ING

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

4. 5/5: Where is More?
My Publications and
contributions to books
www.brandnewgame.nl/blog
Twitter: @BartHufen
Website: www.brandnewgame.nl
Twitter: @BartHufen

5. ABN Amro Bank
ACN / Schiphol Airport
Haven Amsterdam
Holland Casino
Novamedia
Red Bull
Robeco
Unilever
Ziggo

6. Content
1. What’s in a game?
2. Who plays games and why?
3. How can we use games as a marketing tool?
4. Why should I use games as a marketing tool?
This presentation is available at Slideshare and on my blog

7. 1/4: What’s in a game?
Starting from the objective, the target group and the brand essence
(or challenge) you can start to develop a remarkable, relevant and
distinguished concept

8. 1/4: What’s in a game?
Who owns a city garden?

9. 1/4: What’s in a game?
The story of FarmVille

10. The story of FarmVille

11. The story of FarmVille
32 million people like Farmville

12. The story of FarmVille

13. The story of FarmVille

14. The story of FarmVille

15. The story of FarmVille

16. The story of FarmVille

17. 1/4: What’s in a game?
The story of FarmVille

18. 1/4: What’s in a game?
The story of FarmVille

19. 1/4: What’s in a game?
The story of FarmVille

20. The story of FarmVille

21. The story of FarmVille

22. The story of FarmVille

23. 1/4: What’s in a game?
The story of CityVille, CastleVille, Sim Social, ...

24. 1/4: What’s in a game?

25. 2/4: Who Plays Games?
Just teenagers...

26. 2/4: Who Plays Games?
Not just teenagers...

27. 2/4: Who Plays Games?
50% of Facebook users log in to play games
Angry Birds games were downloaded > 1 billion times
150 million people play games through the portals of Spil Games
Average amount of gamers playing through Steam is 4 million daily
The average gamer is 37 years old

28. 2/4: Who Plays Games?
What about the Rest of the world?
Check for more research

29. 2/4: Why we Play Games?
Explore Challenge
Self-expression Learn Defend Sensation
Fantasize Acquire Bond Story
Submission Social

30. 3/5: How can We?
Mastery*
Learn Purpose
Experiment
* Balancing the Flow gives the
player a ‘Sense of Control’
Start
Doing
SS
G RE
PRO

31. 3/4: How can We?
Lack of time forces me to show just a few examples

32. 3/4: How can We?
1. Product-related: innovation through games and product-testing in games
2. Price-related: play for discount
3. Place: sell virtual goods in virtual worlds
4. Personnel: train staff through games
5. Promotion:
1. Product placement
2. In-game advertising
3. Branded content
4. Visually adapted game
5. Advergame
More examples in my book: free download at www.brandnewgame.nl

33. 3/4: 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

34. 2/3: How can We? Price (and builds up a CRM
2/5: A game that influences the Price (and builds up a CRM dBase)
Weird'Scores' New'Balls'
Fun' Leading'
Urban'' Tennis' Quality'
Tongue'in'cheek'' Fashion'
Lifestyle'
Sports'' Underwear' Comfortable'
ParEes''
Dance' Björn'Borg'' Colorful''
Young'
Swedish' Minded'
Down'to' Consumer'
earth'
Abba'

35. 3/4: How can We?
2/5: Define the Brand Essence in a tag cloud
Weird'Scores' New'Balls'
Fun' Leading'
Urban'' Tennis' Quality'
Tongue'in'cheek'' Fashion'
Lifestyle'
Sports'' Underwear' Comfortable'
ParEes''
Dance' Björn'Borg'' Colorful''
Young'
Swedish'
Minded'
Down'to'
Consumer'
earth'
Abba'

36. 3/4: How can We?
2/5: Björn Borg is about Being Comfortable...
What’s uncomfortable about Tennis?

37. 3/4: How can We?
2/5: Play a game like Pong for Specials or Discount

38. 3/4: How can We?
2/5: Make it work? Mini&game&
on&Facebook&
Seed&the&
game&on&
websites& Bjöng& Game&for&
iPhone&
Voucher&
to&be&
redeemed&
in:store&&

39. 3/4: How can We?

40. 3/4: How can We?

41. 3/4: How can We?

42. 3/4: How can We?

43. 3/4: How can We?
3/5: New distribution Places

44. 3/4: How can We?
3/5: New distribution Places

45. 3/4: How can We?
3/5: New distribution Places

46. 3/4: How can We?
4/5: Games to train Staff (Personnel)
Objective: Make employees more aware of possible impact of behavior
Target: all employees
Essence: discuss what’s ‘normal’ and how you should act in certain
situations to become an exemplary employee!

47. 3/4: How can We?

48. 3/4: How can We?

49. 3/4: How can We?
4/5: Games to train Staff (Personnel)

50. 3/4: How can We?
4/5: Games to train Staff (Personnel)

51. 3/4: How can We?
5/5: Games to Promote your organization or brand (Gamevertising)
4. Visually adapted games

52. 3/4: How can We?
5/5: Games to Promote your organization or brand (Gamevertising)
5. Advergame
Just pay attention to advertising... ;-)

53. 4/4: Why should I?
1. Games are fun!
2. Voluntary participation by your target group
3. 100% attention
4. Taps into drivers and motivations
5. Activates all senses
6. Active involvement (lean-forward entertainment)
7. Replay can lead to days, weeks and months of brand-bonding
8. It works for awareness, brand preference and sales...

54. Game over?
Did you like it?

55. Game over?
Then sell your soul and give me your business cards!
Or just go to www.brandnewplayground.com

56. Game over?
Book: www.brandnewplayground.com
Blog: www.gamingandbranding.com
Bizz: www.brandnewgame.nl
Twitter: @BartHufen #SAM13

57. PLAY CONSULT
CONCEPT ING
Twitter: @BartHufen #SAM13