donderdag 26 januari 2012
+1              PLAY          CONSULT                            CONCEPT                             +2                   ...
A Brand New Playground                            How can we use games as a branding and marketing tool?donderdag 26 janua...
Content                 1. Who is He?                 2. What makes a game a good game?                 3. How can we use ...
1/5: Who is He?donderdag 26 januari 2012
donderdag 26 januari 2012
Download at                www.brandnewplayground.comdonderdag 26 januari 2012
Game Timedonderdag 26 januari 2012
The story of FarmVilledonderdag 26 januari 2012
The story of FarmVille                     32 million people like Farmvilledonderdag 26 januari 2012
The story of FarmVille                     It’s ‘Social’donderdag 26 januari 2012
The story of FarmVilledonderdag 26 januari 2012
The story of FarmVille                     You want to have what                     you don’t have...donderdag 26 januari...
The story of FarmVilledonderdag 26 januari 2012
The story of FarmVilledonderdag 26 januari 2012
The story of FarmVilledonderdag 26 januari 2012
The story of FarmVilledonderdag 26 januari 2012
The story of FarmVilledonderdag 26 januari 2012
The story of FarmVilledonderdag 26 januari 2012
The story of FarmVilledonderdag 26 januari 2012
The story of FarmVilledonderdag 26 januari 2012
The story of Nespresso                     on Facebookdonderdag 26 januari 2012
The story of Nespresso                     on Facebookdonderdag 26 januari 2012
The story of Nespresso                     on Facebookdonderdag 26 januari 2012
1/4: What’s in a game?                     The story of CityVille, CastleVille, Sim Social, ...donderdag 26 januari 2012
Game Timedonderdag 26 januari 2012
Game Timedonderdag 26 januari 2012
Some Facts to kick off?                     50% of Facebook users log in to play games (= 350 million players)            ...
2/5: What makes it good?                     Playing a Game is like entering a Circledonderdag 26 januari 2012
2/5: What makes it good?                     Playing a Game is like entering a Circle                                     ...
2/5: What makes it good?                     The Flow makes it so Addictive and Fun to play gamesdonderdag 26 januari 2012
2/5: What makes it good?                       Games stimulate Gradual learning through Levels                    Challeng...
2/5: What makes it good?                     Peaks of Frustration create Epic Experiencesdonderdag 26 januari 2012
2/5: What makes it good?                     A Game exists of these elements:              1.     Objectives (purpose & ch...
3/5: How can We?                     Limited Time forces me to show just two examplesdonderdag 26 januari 2012
3/5: How can We?                     Limited Time forces me to show just two examples                     They show you ho...
3/5: How can We?                     2/5: A game that influences the Price (and builds up a CRM dBase)                    ...
3/5: How can We?                     2/5: A game that influences the Price (and builds up a CRM dBase)                    ...
2/3: How can We?                                         Price (and builds up a CRM                     2/5: A game that i...
3/5: How can We?                     2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari...
3/5: How can We?                     2/5: A game that influences the Price (and builds up a CRM dBase)                    ...
3/5: How can We?                     2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari...
3/5: How can We?                     2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari...
3/5: How can We?                     2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari...
3/5: How can We?                     2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari...
3/5: How can We?                     2/5: A game that influences the Price (and builds up a CRM dBase)                    ...
3/5: How can We?                     3/5: New distribution Placesdonderdag 26 januari 2012
3/5: How can We?                     3/5: New distribution Placesdonderdag 26 januari 2012
3/5: How can We?                     3/5: New distribution Placesdonderdag 26 januari 2012
3/5: How can We?                     4/5: Games to train Staff (Personnel)                     ABN Amro bank merged with F...
3/5: How can We?                     4/5: Games to train Staff (Personnel)                     Objective: learn new brand ...
2/3: How can We?                     4/5: Games to train Staff (Personnel)donderdag 26 januari 2012
3/5: How can We?                     4/5: Games to train Staff (Personnel)donderdag 26 januari 2012
3/5: How can We?                     4/5: Games to train Staff (Personnel)donderdag 26 januari 2012
3/5: How can We?                     Promotion (Gamevertising)                     1. Product Placement          Light inv...
3/5: How can We?                     5/5: Games to Promote your organization or brand (Gamevertising)              5. Adve...
4/5: Why should We?                     You tell me!donderdag 26 januari 2012
4/5: Why should We?                     1. 100% Attention                     2. Fun!                     3. Active multi-...
5/5: Where is More?                     The objective of this presentation was to show you how games can                  ...
5/5: Where is More?                     The objective of this presentation was to show you how games can                  ...
5/5: Where is More?                     Book: www.brandnewplayground.com                     Blog: www.gamingandbranding.c...
Book: www.brandnewplayground.com              PLAY                        CONSULT                                         ...
donderdag 26 januari 2012
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Bart Hufen BrandNewGame at MIE 2012 IN Ipsos synovate 2 feb 2012

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I held this presentation during the Marketing Information Event on the 2nd of February in The Hague in 2012.

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Transcript of "Bart Hufen BrandNewGame at MIE 2012 IN Ipsos synovate 2 feb 2012"

  1. 1. donderdag 26 januari 2012
  2. 2. +1 PLAY CONSULT CONCEPT +2 INGdonderdag 26 januari 2012
  3. 3. A Brand New Playground How can we use games as a branding and marketing tool?donderdag 26 januari 2012
  4. 4. 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?donderdag 26 januari 2012
  5. 5. 1/5: Who is He?donderdag 26 januari 2012
  6. 6. donderdag 26 januari 2012
  7. 7. Download at www.brandnewplayground.comdonderdag 26 januari 2012
  8. 8. Game Timedonderdag 26 januari 2012
  9. 9. The story of FarmVilledonderdag 26 januari 2012
  10. 10. The story of FarmVille 32 million people like Farmvilledonderdag 26 januari 2012
  11. 11. The story of FarmVille It’s ‘Social’donderdag 26 januari 2012
  12. 12. The story of FarmVilledonderdag 26 januari 2012
  13. 13. The story of FarmVille You want to have what you don’t have...donderdag 26 januari 2012
  14. 14. The story of FarmVilledonderdag 26 januari 2012
  15. 15. The story of FarmVilledonderdag 26 januari 2012
  16. 16. The story of FarmVilledonderdag 26 januari 2012
  17. 17. The story of FarmVilledonderdag 26 januari 2012
  18. 18. The story of FarmVilledonderdag 26 januari 2012
  19. 19. The story of FarmVilledonderdag 26 januari 2012
  20. 20. The story of FarmVilledonderdag 26 januari 2012
  21. 21. The story of FarmVilledonderdag 26 januari 2012
  22. 22. The story of Nespresso on Facebookdonderdag 26 januari 2012
  23. 23. The story of Nespresso on Facebookdonderdag 26 januari 2012
  24. 24. The story of Nespresso on Facebookdonderdag 26 januari 2012
  25. 25. 1/4: What’s in a game? The story of CityVille, CastleVille, Sim Social, ...donderdag 26 januari 2012
  26. 26. Game Timedonderdag 26 januari 2012
  27. 27. Game Timedonderdag 26 januari 2012
  28. 28. 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 olddonderdag 26 januari 2012
  29. 29. 2/5: What makes it good? Playing a Game is like entering a Circledonderdag 26 januari 2012
  30. 30. 2/5: What makes it good? Playing a Game is like entering a Circle Levels of involvementdonderdag 26 januari 2012
  31. 31. 2/5: What makes it good? The Flow makes it so Addictive and Fun to play gamesdonderdag 26 januari 2012
  32. 32. 2/5: What makes it good? Games stimulate Gradual learning through Levels Challenges Playtimedonderdag 26 januari 2012
  33. 33. 2/5: What makes it good? Peaks of Frustration create Epic Experiencesdonderdag 26 januari 2012
  34. 34. 2/5: What makes it good? A Game exists of these elements: 1. Objectives (purpose & challenge) 2. Variables (freedom) 3. Rules 4. Feedback system 5. Rewards 6. Levels 7. Themedonderdag 26 januari 2012
  35. 35. 3/5: How can We? Limited Time forces me to show just two examplesdonderdag 26 januari 2012
  36. 36. 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. Promotiondonderdag 26 januari 2012
  37. 37. 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 situationsdonderdag 26 januari 2012
  38. 38. 3/5: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase) H./$1!:#$.& G.2(377& >9+ 4.31/+, 0$83+ -.++/& ?937/%6 -#+,9./+:;..< >3&;/#+ 4/5.&%67. !"#$%& 0+1.$2.3$ =#B5#$%387. D3$E.& F3+:. ()*$+(#$, =#7#$597 @#9+, !2.1/&; A/+1.1 F#2+%# =#+&9B.$ .3$%; C883donderdag 26 januari 2012
  39. 39. 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) H./$1!:#$.& G.2(377& >9+ 4.31/+, 0$83+ -.++/& ?937/%6 -#+,9./+:;..< >3&;/#+ 4/5.&%67. !"#$%& 0+1.$2.3$ =#B5#$%387. D3$E.& F3+:. ()*$+(#$, =#7#$597 @#9+, !2.1/&; A/+1.1 F#2+%# =#+&9B.$ .3$%; C883donderdag 26 januari 2012
  40. 40. 3/5: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari 2012
  41. 41. 3/5: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase) ($(&%)*+& ,$&-).+/,,0& <++9&85+& %)*+&,$& =+/;(8+;& !"#$%& 1)*+&2,3& (45,$+& 6,7.5+3& 8,&/+& 3+9++*+9& ($:;8,3+&&donderdag 26 januari 2012
  42. 42. 3/5: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari 2012
  43. 43. 3/5: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari 2012
  44. 44. 3/5: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari 2012
  45. 45. 3/5: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari 2012
  46. 46. 3/5: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase) http://www.youtube.com/watch?v=XgaVrEu6JRsdonderdag 26 januari 2012
  47. 47. 3/5: How can We? 3/5: New distribution Placesdonderdag 26 januari 2012
  48. 48. 3/5: How can We? 3/5: New distribution Placesdonderdag 26 januari 2012
  49. 49. 3/5: How can We? 3/5: New distribution Placesdonderdag 26 januari 2012
  50. 50. 3/5: How can We? 4/5: Games to train Staff (Personnel) ABN Amro bank merged with Fortisdonderdag 26 januari 2012
  51. 51. 3/5: How can We? 4/5: Games to train Staff (Personnel) Objective: learn new brand values and way to work Target: all bank employees (retail) Essence: learn how to profile consumers quicker and build trustdonderdag 26 januari 2012
  52. 52. 2/3: How can We? 4/5: Games to train Staff (Personnel)donderdag 26 januari 2012
  53. 53. 3/5: How can We? 4/5: Games to train Staff (Personnel)donderdag 26 januari 2012
  54. 54. 3/5: How can We? 4/5: Games to train Staff (Personnel)donderdag 26 januari 2012
  55. 55. 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 involvementdonderdag 26 januari 2012
  56. 56. 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.donderdag 26 januari 2012
  57. 57. 4/5: Why should We? You tell me!donderdag 26 januari 2012
  58. 58. 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 - depthdonderdag 26 januari 2012
  59. 59. 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!donderdag 26 januari 2012
  60. 60. 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!donderdag 26 januari 2012
  61. 61. 5/5: Where is More? Book: www.brandnewplayground.com Blog: www.gamingandbranding.com Bizz: www.brandnewgame.nl Twitter: @BartHufendonderdag 26 januari 2012
  62. 62. Book: www.brandnewplayground.com PLAY CONSULT ING Blog: www.gamingandbranding.com CONCEPT Bizz: www.brandnewgame.nl Twitter: @BartHufendonderdag 26 januari 2012
  63. 63. donderdag 26 januari 2012
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