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Games as marketing tool @Fontys Tilburg
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Games as marketing tool @Fontys Tilburg

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This is the presentation I held at Fontys College in Tilburg in 2010 about the digital consumer, the games industry and how to use games as a marketing tool. ...

This is the presentation I held at Fontys College in Tilburg in 2010 about the digital consumer, the games industry and how to use games as a marketing tool.
Check a free summary about games as a marketing tool at www.brandnewplayground.com (available in English from 2011)

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Games as marketing tool @Fontys Tilburg Presentation Transcript

  • 1. A Brand New Playground
    Digital Interactive Brand Strategy
    Bart HufenIdeologist etc.
  • 2. Brand Player at BrandNewGame
    Bizz : www.brandnewgame.nl
    Blog : www.gamingandbranding.com
    Book : www.laatmetjemerkspelen.nl
    Loves to play
  • 3.
  • 4. A Brand New Playground
    Content
    1. BrandNewGame: Digital Interactive Branding 2. The Digital Consumer 3. The Games Industry and essence of games 4. Cases 5. Models to work with6. Wrap up
  • 5. BrandNewGame
    1/6 What?
  • 6. BrandNewGame
    1/6 How?
  • 7. 1972 1979 1986 2000 2007 …
  • 8. http://www.youtube.com/watch?v=58GPGB_QZME
  • 9. A Brand New Playground
    1/6 Digital Interactive Branding
    It’s Time for a DialogueBrands need to consider the Context consumers are in…
  • 10. A Brand New Playground
    1/6 Digital Interactive Branding
    Brand Play model
  • 11. A Brand New Playground
    2/6 The Digital Consumer
  • 12. A Brand New Playground
    2/6 The Digital Consumer
  • 13. A Brand New Playground
    2/6 The Digital Consumer
  • 14. A Brand New Playground
    2/6 The Digital Consumer
    Digital ConsumerBehavior
  • 15. A Brand New Playground
    2/6 The Digital Consumer
    The internet as we know it will become the Connector of all available digital data (Content), like a spider in the middle of a World Wide Web…
  • 16. A Brand New Playground
    2/6 The Digital Consumer
    Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is…
  • 17. A Brand New Playground
    2/6 The Digital Consumer
    Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is… determining the context
  • 18. A Brand New Playground
    2/6 The Digital Consumer
    Online activity of Consumers
  • 19. A Brand New Playground
    2/6 The Digital Consumer
    Interactivity of Consumers Creators : < 1% Influencers : < 9% Consumers : > 90%
    < 1%
    < 9%
    > 90%
  • 20. A Brand New Playground
    2/6 The Digital Consumer
    Interactivity of Consumers Innovators : < 2,5% Early adopters : < 12,5% Majority : > 85% Nothing changed…
    < 1%
    < 9%
    > 90%
  • 21. A Brand New Playground
    2/6 The Digital Consumer
    > 500 million people have a life on Facebook> 60 million play a game called FarmVille> 7 million people have a life on Hyves> 1,5 million unique monthly visitors play games on Hyves* > means: ‘more than’
  • 22. A Brand New Playground
    2/6 The Digital Consumer
    Who is a gamer?
  • 23.
  • 24. A Brand New Playground
    2/6 The Digital Consumer
  • 25.
  • 26. A Brand New Playground
    2/6 The Digital Consumer
    How many hours do we spend playing games per week, on average?
  • 27. A Brand New Playground
    2/6 The Digital Consumer
  • 28. A Brand New Playground
    2/6 The Digital Consumer
    At Home At specific places While travelling This is so important, because it determines the context the consumers are in (time, place & mindset) when you target them
  • 29. A Brand New Playground
    2/6 The Digital Consumer
    Depending on our needs games (and social media) are: - Fun - Social - Challenge (mentally, physically or towards other players) - Sense of control “Make us do things we can’t do in normal live…” “Make us be people we cannot be in normal live…”
  • 30. A Brand New Playground
    3/6 The Games Industry and essence of games
  • 31. A Brand New Playground
    3/6 The Games Industry and essence of games
    1972 1979 1986 2000 2005 2010 2015
    3D GamingAugmentedReality
    Cross platform play
    Locationbased
    Movement
    Niches
    Onlive
  • 32. A Brand New Playground
    3/6 The Games Industry and essence of games
    How many iPod apps where downloaded up to now?
  • 33. A Brand New Playground
    3/6 The Games Industry and essence of games
    How many iPod apps where downloaded up to now*? 1,5 BILLION!* October 2010
  • 34. A Brand New Playground
    3/6 The Games Industry and essence of games
    > 150 new games monthly > 60 billion global annual turnover > 150 million unique visitors on Spil games web portals > iPhoneAppstore top 10 -> 8 games ( > 20.000 games) * > means: ‘more than’
  • 35. A Brand New Playground
    3/6 The Games Industry and essence of games
    Multi platform Multi genre Play at Home or Play Anywhere
  • 36. A Brand New Playground
    3/6 The Games Industry and essence of games
    Goal Rules Variables Theme Reward
  • 37.
  • 38. A Brand New Playground
    3/6 The Games Industry and essence of games
    Circle of play
  • 39. A Brand New Playground
    3/6 The Games Industry and essence of games
    Six levels of involvement 100% attention!
  • 40. A Brand New Playground
    3/6 The Games Industry and essence of games
    What makes a game so much fun?* * from Rules of Play by Salen & Zimmerman 2004 MIT
    Frustration
    Boredom
  • 41. A Brand New Playground
    3/6 The Games Industry and essence of games
    What makes a game so much fun?* * from Rules of Play by Salen & Zimmerman 2004 MIT
  • 42. Games as a marketing tool
    4/6 Cases
    Finally… someexamples!
  • 43. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 1 – Product [co-creation and testing] Part 2 – People [assessment, recruitment and training] Part 3 – Place [ingame economy and new revenue models] Part 4 – Price [play for discount, points or prizes] Part 5 – Promotion [gamevertising] static and dynamic
  • 44. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Case 1 – Product [Pre-testing ] Renault Mégane & Need For Speed Underground
  • 45. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Case 1 – Product [Pre-testing ] Renault Mégane & Need For Speed Underground
  • 46. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Case 1 – Product [Pre-testing ] Renault Mégane & Need For Speed Underground
  • 47. Games as a marketing tool
    4/6 Cases: Which examples are there?
  • 48. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Case 1 – Product [Pre-testing ] Renault Megane & Need For Speed Underground
  • 49. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Case 1 – Product [Virtual Co-creation]
  • 50. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Case 2 – People [Recruitment]
  • 51. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Case 2 – People & recruitment America’s Army
  • 52. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Case 2 – People [Recruitment] America’s Army
  • 53. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Case 2 – People [Recruitment] America’s Army
  • 54. Games as a marketing tool
    4/6 Cases: Which examples are there?
    TREND: GAMES AS A TRAINING TOOL
  • 55. Games as a marketing tool
    4/6 Cases: Which examples are there?
  • 56. Resultaten
    Resultaten game 1:
    - Goedegameplay
    - Bereik > 95%
    - Effective rate > 86%
    - Relevante data
    Winnaarhighscoremei 2009
    “Ikbleef steeds op eenbepaaldniveausteken, totdatikeenklantaan het begin van het gesprekeenflesje water aanbood. Hierdoorkreegikmeerpuntenvoorklanttevredenheid. Op onskantoorpassenw e dezewerkwijze nu ook toe. En met succes, klantenreageren heel enthousiast”
  • 57. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Case 3 – Place [Gameconomy] Virtual shopping
    TREND: MICROTRANSACTIONS
  • 58. Games as a marketing tool
    4/6 Cases: Which examples are there?
  • 59. Games as a marketing tool
    4/6 Cases: Which examples are there?
  • 60. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Case 3 – Place (virtual shopping) In-game economy
  • 61. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Case 3 – Place [In-Gameconomy] Ingame economy –microtransactions
  • 62. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 4 – Price: Sport 2000 Retail stores Playing for Discount Objective: increase traffic to the stores and increase conversion Target: Young men (and women) aged 13-30 Concept: play for discount in euro’s trying to score points
  • 63. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 4 – Price: Sport 2000 Retail stores Playing for Discount
  • 64. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 4 – Price: Björn Borg Europe
    http://www.youtube.com/watch?v=cqNYfYSooWk
  • 65. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 5 – Promotion [Gamevertising]:Static or Dynamic 1. Product placement2. In-game advertising [advertising on virtual billboards, boarding, etc.]3. Branded content or elements of a game a - Skins (branded game characters or objects) b - Interface c - Mod d - Level e - Scripted events 4. Visually adapted games 5. Advergame (100% branded) 6 Gameportals
  • 66. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 5 – Promotion 1. Product placement Diesel collection in Driver 2 & Devil may Cry 2 Renault Mégane in Need for Speed Underground 55DSL clothing in Need for Speed Carbon H&M clothing in The Sims Ikea furniture in The Sims Sony-Ericsson phone in Splintercell
  • 67. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 5 – Promotion 1. Product placement
  • 68. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 5 – Promotion 2. In-game advertising Brands active in ingame advertising (source: IGA)
  • 69. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 5 – Promotion 3. Branded content a - Skins (branded game characters or objects) b - Interface c - Mod d - Level e - Scripted events
  • 70. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 5 – Promotion 3. Branded content
  • 71. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 5 – Promotion 3. Branded content GameportalFrom catalogue model Work your way up To become a supermodel Hair Make-up Beauty Being fit Dressing up Making friends Socializing Discussing teen problems
  • 72. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 5 – Promotion 4. Visually adapted games - Grolsch Air Hockey for iPhone
  • 73. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 5 –Grolsch Air Hockey Results: - Over 20.000 downloads in 1 month through various websites - 50.000 downloads end of 2009
  • 74. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 5 – Promotion 5. Fully branded game (advergame) a. Ola ijstijd (www.olaijstijd.nl) b. Pritt knutselwereld (www.knutselwereld.nl)c. BP Fuel game (offline) d. Volvo Ocean Race game (http://www.volvooceanracegame.org) e. SaltDiscovery game (http://www.sonypictures.com/movies/salt/moviegame/)
  • 75. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Part 5 – Promotion 6. GameportalsZylom > 2mln Dutch Young professional women aged 20-39 Gamepoint > 400.000 adults and seniors Spilgames > 150 million users worldwide GoSupermodel > 400.000 Dutch girls aged 12-16 all amounts are monthly unique visitors
    TREND: GAMEPORTAL NICHES / 50+
  • 76. Games as a marketing tool
    4/6 Cases: Which examples are there?
    Anything is possible, as long as the game is fun to play and your brand ties into it
  • 77. Games as a marketing tool
    4/6 Cases: Which examples are there?
    http://www.youtube.com/watch?v=k_91Sj59b5I
  • 78. A Brand New Playground
    5/6 Models you can work with
  • 79. A Brand New Playground
    5/6 Models you can work with
    Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment
  • 80. A Brand New Playground
    6/6 Wrap up
    Any questions? Please speak freely now or contact: Bart Hufen +31648 18 6632 barthufen@brandnewgame.nlor visit our website www.brandnewgame.nl