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The influence and importance of gamification on digital marketing
Citation preview
• >12y in the online business @ Microsoft Advertising
• Brand Strategy Lead for the European markets
• Digital enthusiast, 24/7 surrounded by technology
• Proud father of 3 Generation G kids
Gunter who?
• Setting the Scene
• Gaming for dummies
• Advergaming
• Play time
• Break
• Gamification Basics
• Examples/cases
Table of content
“The average young person in a country with a strong
gaming culture will have spent 10.000 hours playing
online games by the age of 21”
Generation G: your future customers
1. Urgent optimism: gamers always believe an epic win is possible
2. Keeping a tight, social fabric > we’ll have a better connection after playing a game together, even if we loose – value the same goal > stronger social relationships
3. Blissful productivity: we’re happier working hard
4. Epic meaning: aspiring mission, human planetarian scale
Why is Gaming so important for Gen G
Why wasn’t the ball of pong round?
Make sure to visit:
http://atari.com/arcade#!/arcade/
Who remembers Arcade Games?
Console UsageA
vg. ho
urs
gam
ing
per
Week
Males 15-34 yrs average 12
hours per week gaming &
increasing
0
100
200
300
400
500
600
700
800
900
0
2.000
4.000
6.000
8.000
10.000
12.000
Vid
eo
Ga
me
Av
era
ge
Au
die
nc
e (0
00
)
Av
era
ge
Au
die
nc
e (
00
0)
TV Usage
Game Console Usage
Console usage is similar
To TV usage
“Halo 4” Collects $220 Million In Global Sales In The First 24 Hours Over
Record Sales (…) The “Halo” saga eclipses the biggest movie launch in U.S.
box office history; on track to reach over $300 million in global sales in the
first week.”
Launch of Halo 4 - 2012
“GTA 5 made a
staggering $800m on its
first day, beating Call of
Duty: Black Ops 2, which
earned $500m upon its
debut.”
Launch of GTA - 2013
Worldwide 30,000,000 mobile apps are
downloaded each day
Games are the #1 downloaded
category of apps, making up 26% of all
mobile app downloads
Sources: www.livingthebrand.com, www.interbrand.com, www.brandchannel.com
Games everywhere, for everyone
"Angry Birds Star Wars(…) Just 2,5 hours after its November 8 release, "Angry Birds Star Wars" rose to the No. 1 paid iPhone app“
Games everywhere, for everyone
“social games have become the modern “Calgon
Moment” for busy women who often feel life spiraling
out of control around them.”
Social Gaming
“is the practice of using video games to advertise a
product, organization or viewpoint “
“it is not In-game advertising, it is not Gamification”
Advergaming
• Who has a smartphone?
• Who has brought his tablet?
• Who has his laptop?
Take it out of your bag, give it to your neighbour and
show them your favourite game
Tell them why you like it
Exercise: Time to play
“Is the use of game mechanics and game design
techniques in non-game contexts.”
“The process of game-thinking and game mechanics
to engage users and solve problems”
What is Gamification?1.
“Particularly in the early days, as the term was gaining traction, it was a common misconception that simply making a branded game was ‘gamification’. This is NOT what gamification is about. There are some similarities that could be drawn but the main difference is that branded games are about exposure and CTR where as adding gamification to a product is more about increasing engagement and loyalty.”
What Gamification is not
“An estimated 70 percent of the top 2,000 public
companies in the world will have at least one gamified
application by 2014 (…) the worldwide market will grow
from $242 million in 2012 to $2.8 billion in 2016, with
enterprise gamification eclipsing consumer
gamification in 2013”
Gamification is hot
Just wanna have fun
Extrinsic vs Intrinsic rewards
• Extrinsic rewards (prizes, cash, discounts, offers)
should be aligned with intrinsic rewards
– Intrinsic Rewards (self-motivational)
– Extrinsic Rewards (carrot/stick principle)
Get more people to use stairs? Make stairs for FUN!
FU AS A
SOCIAL
MOTIVATOR
Fun as a social motivator
Excercise
• Who do you think makes up for the biggest portion
of the poulation? Why?
• What type are you?
• Can you give examples of games typical for the
different types?
4.
Game Mechanics: points5.1
Game Mechanics: point system5.1
• Experience points
• Redeemable points
• Skill points
• Karma points
• Reputation points
Game Mechanics: Levels5.2
• Cfr Pacman
• Angrybirds
• Donkeykong
• Progress bar: Linkedin
Game Mechanics: Badges5.4
Autodesk: Gamified Trial
• 54% increase in trial
usage,
• 15% increase in buy
clicks, and a
• 29% increase in channel
revenue per trial start
Autodesk case: learnings
1. Decide who your audience
2. Identify the type of behavior you want to drive from that target audience.
3. Look at the experience from the player’s perspective.
4. Pace your content by breaking into sections to keep gamers engaged and to easily keep track of goals or trophies earned throughout the trial.
5. Have some fun and outline any Easter egg achievements you’re going to give away
6. Find the right technology to fit your story
STEP 2: increased engagement
• 135% Increase in referral traffic from Facebook
• 300% Increase in revenue from Facebook-referred visitors
• 600% Increase in images & videos upload to social content
Gamification & Social Media
• Make it fun & engaging
• Bring people back, possibly multiple times a day
• Gamified Social experience > Fans become brand
ambassadors
Moosejaw: real-time pricing
“In less than 15 minutes, they sold over
five hundred $10 Moosejaw gift cards.
Consumers then took those $10 gift cards
and, on average, made purchases of $66,
a 560% return on investment.”
Extraco Bank: boost conversions
Used gamification
technique to help ease
the pain of the news
that free checking was
going to go away for
certain customers.
Think about your digital assets? Where could you
apply a gamified experience?
split up in groups & come up with an idea
Excercise
• What is the reason for gamifying your product or service?
• How does it benefit users?
• Will they enjoy it?
• What are your business goals?
• How do you get users to fulfill those business goals?
• What actions do you want users to take?
Excercise
Do we need to gamify digital
marketing?Absolutely as it can
- Drive user engagement & satisfaction,
- Create loyalty
- Increases revenue
- Boost social sharing
“Gamers tend to be more motivated
than non-gamers to be connected to
others, and they display a higher than
average propensity to interact with
brands on social networks…”Adam Kleinberg for Mashable
Thank you!
Gunter Blanckaert@guntbl