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Using Game MechanicsFor Marketing
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RAF KEUSTERMANSRAF KEUSTERMANSIndependent Consultant
VP Marketing (consultant) Kobojo 2011
Global Marketing Director Playfish (EA) 2009-2010
Marketing Director EMEA Pogo.com (EA) 2008-2009
Head of Marketing Western Europe Unibet.com 2005-2008
Project Manager & Strategic Planner at BBDO, Grey and Project Manager & Strategic Planner at BBDO, Grey and DuvalGuillaume (Publicis Groupe) 1998-2001 / 2002-2005
Co-Founder start-up (Cyganet - online community tools & services) 2001-2002
Twitter: @raf_keustermans
Number of gamers exploded:2000: 250M2011: 1B+
• New fast-growing ‘open’ platforms (Fb, iOS)• Metrics-led design, new generation of game devs• Broadband penetration• Free!
Before 2008:Before 2008:- Games = Niche- Big, But Closed Industry- Brands & Non-Gamers Not Welcome
Growing importance of entertainment.
Digital entertainment industryrevenues tripled in last decade.
FreemiumFree-to-Play
•• 150B minutes 150B minutes spentspent EVERY MONTH on social EVERY MONTH on social gamesgames•• That’sThat’s an an averageaverage of 10 minutes for of 10 minutes for everyoneeveryone on the on the planetplanet!!•• Or 3,4M Or 3,4M yearsyears are are spendspend//wastedwasted on social on social gamesgames everyevery yearyear..•• Wow!Wow!
Why Should You Care?
• Next-Generation Marketing• Gamification, Social media, Earned Media,
Conversational, Metrics-Led Design, …
Brands Are Welcome!
Brands have different options
• Work with game studios and/or existing games– In-game advertising, sponsorship– Partnership (use Game coins in your loyalty scheme)– Licensing (create a branded game or integrate your– Licensing (create a branded game or integrate your
brand in a game)
• Understand the power of game mechanics to improve your (non-game) business– Gamification!
Zynga/Citi Group Loyalty Scheme
AmEx/FarmVilleBranded Virtual Item
Gamification?
• Gamification is the use of game mechanics for non-game applications/businesses.
• Game mechanics:– Level structure– Level structure– Reward (feedback) systems: points, badges, …– Competitive elements (leaderboards, tournament)– Appointment mechanics– Virtual currency– …
It’s not (always) about making stuff FUN
Gamification =! Making a game
Gamification =! Making a boringGamification =! Making a boringbusiness/activity more fun
Gamification = using gameelements or mechanics to improve businesses or experiences
Gamification ingredients
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1. What motivates the user/customer?2. What are the mechanics/rules?3. Is there Social Interaction?3. Is there Social Interaction?4. How do you Win/Level Up? (victory
conditions)
What motivates the user?
• Power• Personal development• Being recognised, Status• Curiosity, learning, creating• Curiosity, learning, creating• Winning (prizes, cash)• Competition• Affiliation, social interaction (‘making friends’)• Ownership, control• Achievement
TripIt - leaderboards
Status & competition (brag about your business trips, show how ‘global’ you are)Changes dynamics of travel planning.
Game mechanics
• Resource Management• Auction• Luck, Random elements• Time (against the clock)• Rewards (badges, points, achievements)• Risk (penalty vs reward)• Risk (penalty vs reward)• Levels• Collecting• Leaderboard• Points, Virtual Currency• Capture (remove opponent’s tokens/resources)• Appointment mechanics (come back in 15 minutes or else)• …
Badges Can Work!
• Nothing new• Relevant tool if there is a
context/meaning
Social Interaction
• Social Graph• Gifting• Feedback (internal/external)• Status, peer recognition• Communal collaboration• Communal collaboration• Leaderboard• Self-expression (Avatars,
customisation)• Exchange
Victory Conditions
• Elimination (wipe out competitors)• Score (most points win)• Race (first player wins)• Race (first player wins)• Territory control (biggest area)• Game-specific rules
McDonald’s Monopoly Promotion
• Victory = collect the right sets of streets
EA Sports Active
Victory & game rules automated: software tells you how well you did (points, challenges)
• Criticism: – ‘Pointsification’– Fluffy metrics (‘engagement’)– Re-inventing loyalty systems– Ugly word
• Most gamification projects are ‘glorified loyalty programmes’.
• Game mechanics can’t fix broken businesses!
