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Bart Hufen BrandNewGame at MIE 2012 IN Ipsos synovate 2 feb 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.

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


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  • 1. donderdag 26 januari 2012
  • 2. +1 PLAY CONSULT CONCEPT +2 INGdonderdag 26 januari 2012
  • 3. A Brand New Playground How can we use games as a branding and marketing tool?donderdag 26 januari 2012
  • 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. 1/5: Who is He?donderdag 26 januari 2012
  • 6. donderdag 26 januari 2012
  • 7. Download at www.brandnewplayground.comdonderdag 26 januari 2012
  • 8. Game Timedonderdag 26 januari 2012
  • 9. The story of FarmVilledonderdag 26 januari 2012
  • 10. The story of FarmVille 32 million people like Farmvilledonderdag 26 januari 2012
  • 11. The story of FarmVille It’s ‘Social’donderdag 26 januari 2012
  • 12. The story of FarmVilledonderdag 26 januari 2012
  • 13. The story of FarmVille You want to have what you don’t have...donderdag 26 januari 2012
  • 14. The story of FarmVilledonderdag 26 januari 2012
  • 15. The story of FarmVilledonderdag 26 januari 2012
  • 16. The story of FarmVilledonderdag 26 januari 2012
  • 17. The story of FarmVilledonderdag 26 januari 2012
  • 18. The story of FarmVilledonderdag 26 januari 2012
  • 19. The story of FarmVilledonderdag 26 januari 2012
  • 20. The story of FarmVilledonderdag 26 januari 2012
  • 21. The story of FarmVilledonderdag 26 januari 2012
  • 22. The story of Nespresso on Facebookdonderdag 26 januari 2012
  • 23. The story of Nespresso on Facebookdonderdag 26 januari 2012
  • 24. The story of Nespresso on Facebookdonderdag 26 januari 2012
  • 25. 1/4: What’s in a game? The story of CityVille, CastleVille, Sim Social, ...donderdag 26 januari 2012
  • 26. Game Timedonderdag 26 januari 2012
  • 27. Game Timedonderdag 26 januari 2012
  • 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. 2/5: What makes it good? Playing a Game is like entering a Circledonderdag 26 januari 2012
  • 30. 2/5: What makes it good? Playing a Game is like entering a Circle Levels of involvementdonderdag 26 januari 2012
  • 31. 2/5: What makes it good? The Flow makes it so Addictive and Fun to play gamesdonderdag 26 januari 2012
  • 32. 2/5: What makes it good? Games stimulate Gradual learning through Levels Challenges Playtimedonderdag 26 januari 2012
  • 33. 2/5: What makes it good? Peaks of Frustration create Epic Experiencesdonderdag 26 januari 2012
  • 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. 3/5: How can We? Limited Time forces me to show just two examplesdonderdag 26 januari 2012
  • 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. 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. 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. 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$%; C883donderdag 26 januari 2012
  • 40. 3/5: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari 2012
  • 41. 3/5: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase) ($(&%)*+& ,$&-).+/,,0& <++9&85+& %)*+&,$& =+/;(8+;& !"#$%& 1)*+&2,3& (45,$+& 6,7.5+3& 8,&/+& 3+9++*+9& ($:;8,3+&&donderdag 26 januari 2012
  • 42. 3/5: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari 2012
  • 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. 3/5: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase)donderdag 26 januari 2012
  • 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. 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. 3/5: How can We? 3/5: New distribution Placesdonderdag 26 januari 2012
  • 48. 3/5: How can We? 3/5: New distribution Placesdonderdag 26 januari 2012
  • 49. 3/5: How can We? 3/5: New distribution Placesdonderdag 26 januari 2012
  • 50. 3/5: How can We? 4/5: Games to train Staff (Personnel) ABN Amro bank merged with Fortisdonderdag 26 januari 2012
  • 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. 2/3: How can We? 4/5: Games to train Staff (Personnel)donderdag 26 januari 2012
  • 53. 3/5: How can We? 4/5: Games to train Staff (Personnel)donderdag 26 januari 2012
  • 54. 3/5: How can We? 4/5: Games to train Staff (Personnel)donderdag 26 januari 2012
  • 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. 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. 4/5: Why should We? You tell me!donderdag 26 januari 2012
  • 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. 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. 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. 5/5: Where is More? Book: www.brandnewplayground.com Blog: www.gamingandbranding.com Bizz: www.brandnewgame.nl Twitter: @BartHufendonderdag 26 januari 2012
  • 62. Book: www.brandnewplayground.com PLAY CONSULT ING Blog: www.gamingandbranding.com CONCEPT Bizz: www.brandnewgame.nl Twitter: @BartHufendonderdag 26 januari 2012
  • 63. donderdag 26 januari 2012