Your SlideShare is downloading. ×
0
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Games as marketing tool @Fontys Tilburg
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Games as marketing tool @Fontys Tilburg

1,376

Published on

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)

Published in: Education
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,376
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
28
Comments
0
Likes
4
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. A Brand New Playground<br />Digital Interactive Brand Strategy<br />Bart HufenIdeologist etc.<br />
  • 2. Brand Player at BrandNewGame<br />Bizz : www.brandnewgame.nl<br />Blog : www.gamingandbranding.com<br />Book : www.laatmetjemerkspelen.nl<br />Loves to play<br />
  • 3.
  • 4. A Brand New Playground<br />Content<br />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 <br />
  • 5. BrandNewGame<br />1/6 What?<br />
  • 6. BrandNewGame<br />1/6 How?<br />
  • 7. 1972 1979 1986 2000 2007 … <br />
  • 8. http://www.youtube.com/watch?v=58GPGB_QZME<br />
  • 9. A Brand New Playground<br />1/6 Digital Interactive Branding <br />It’s Time for a DialogueBrands need to consider the Context consumers are in… <br />
  • 10. A Brand New Playground<br />1/6 Digital Interactive Branding <br />Brand Play model<br />
  • 11. A Brand New Playground<br />2/6 The Digital Consumer <br />
  • 12. A Brand New Playground<br />2/6 The Digital Consumer <br />
  • 13. A Brand New Playground<br />2/6 The Digital Consumer <br />
  • 14. A Brand New Playground<br />2/6 The Digital Consumer <br />Digital ConsumerBehavior<br />
  • 15. A Brand New Playground<br />2/6 The Digital Consumer <br />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… <br />
  • 16. A Brand New Playground<br />2/6 The Digital Consumer <br />Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is… <br />
  • 17. A Brand New Playground<br />2/6 The Digital Consumer <br />Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is… determining the context<br />
  • 18. A Brand New Playground<br />2/6 The Digital Consumer <br />Online activity of Consumers<br />
  • 19. A Brand New Playground<br />2/6 The Digital Consumer <br />Interactivity of Consumers Creators : &lt; 1% Influencers : &lt; 9% Consumers : &gt; 90% <br />&lt; 1%<br />&lt; 9%<br />&gt; 90%<br />
  • 20. A Brand New Playground<br />2/6 The Digital Consumer <br />Interactivity of Consumers Innovators : &lt; 2,5% Early adopters : &lt; 12,5% Majority : &gt; 85% Nothing changed… <br />&lt; 1%<br />&lt; 9%<br />&gt; 90%<br />
  • 21. A Brand New Playground<br />2/6 The Digital Consumer <br />&gt; 500 million people have a life on Facebook&gt; 60 million play a game called FarmVille&gt; 7 million people have a life on Hyves&gt; 1,5 million unique monthly visitors play games on Hyves* &gt; means: ‘more than’ <br />
  • 22. A Brand New Playground<br />2/6 The Digital Consumer <br />Who is a gamer? <br />
  • 23.
  • 24. A Brand New Playground<br />2/6 The Digital Consumer <br />
  • 25.
  • 26. A Brand New Playground<br />2/6 The Digital Consumer <br />How many hours do we spend playing games per week, on average? <br />
  • 27. A Brand New Playground<br />2/6 The Digital Consumer <br />
  • 28. A Brand New Playground<br />2/6 The Digital Consumer <br />At Home At specific places While travelling This is so important, because it determines the context the consumers are in (time, place &amp; mindset) when you target them<br />
  • 29. A Brand New Playground<br />2/6 The Digital Consumer <br />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…”<br />
  • 30. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />
  • 31. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />1972 1979 1986 2000 2005 2010 2015<br />3D GamingAugmentedReality<br />Cross platform play<br />Locationbased<br />Movement<br />Niches <br />Onlive <br />
  • 32. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />How many iPod apps where downloaded up to now? <br />
  • 33. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />How many iPod apps where downloaded up to now*? 1,5 BILLION!* October 2010 <br />
  • 34. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />&gt; 150 new games monthly &gt; 60 billion global annual turnover &gt; 150 million unique visitors on Spil games web portals &gt; iPhoneAppstore top 10 -&gt; 8 games ( &gt; 20.000 games) * &gt; means: ‘more than’ <br />
  • 35. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />Multi platform Multi genre Play at Home or Play Anywhere<br />
  • 36. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />Goal Rules Variables Theme Reward<br />
  • 37.
  • 38. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />Circle of play <br />
  • 39. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />Six levels of involvement 100% attention! <br />
  • 40. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />What makes a game so much fun?* * from Rules of Play by Salen &amp; Zimmerman 2004 MIT <br />Frustration <br />Boredom<br />
  • 41. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />What makes a game so much fun?* * from Rules of Play by Salen &amp; Zimmerman 2004 MIT <br />
  • 42. Games as a marketing tool <br />4/6 Cases <br />Finally… someexamples! <br />
  • 43. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />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 <br />
  • 44. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Pre-testing ] Renault Mégane &amp; Need For Speed Underground <br />
  • 45. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Pre-testing ] Renault Mégane &amp; Need For Speed Underground <br />
  • 46. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Pre-testing ] Renault Mégane &amp; Need For Speed Underground <br />
  • 47. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />
  • 48. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Pre-testing ] Renault Megane &amp; Need For Speed Underground <br />
  • 49. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Virtual Co-creation]<br />
  • 50. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 2 – People [Recruitment] <br />
  • 51. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 2 – People &amp; recruitment America’s Army <br />
  • 52. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 2 – People [Recruitment] America’s Army <br />
  • 53. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 2 – People [Recruitment] America’s Army <br />
  • 54. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />TREND: GAMES AS A TRAINING TOOL<br />
  • 55. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />
  • 56. Resultaten<br />Resultaten game 1:<br />- Goedegameplay<br />- Bereik &gt; 95%<br />- Effective rate &gt; 86%<br />- Relevante data<br />Winnaarhighscoremei 2009<br />“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” <br />
  • 57. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 3 – Place [Gameconomy] Virtual shopping <br />TREND: MICROTRANSACTIONS<br />
  • 58. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />
  • 59. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />
  • 60. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 3 – Place (virtual shopping) In-game economy <br />
  • 61. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 3 – Place [In-Gameconomy] Ingame economy –microtransactions<br />
  • 62. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />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<br />
  • 63. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Part 4 – Price: Sport 2000 Retail stores Playing for Discount <br />
  • 64. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Part 4 – Price: Björn Borg Europe <br />http://www.youtube.com/watch?v=cqNYfYSooWk<br />
  • 65. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />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<br />
  • 66. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 1. Product placement Diesel collection in Driver 2 &amp; Devil may Cry 2 Renault Mégane in Need for Speed Underground 55DSL clothing in Need for Speed Carbon H&amp;M clothing in The Sims Ikea furniture in The Sims Sony-Ericsson phone in Splintercell<br />
  • 67. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 1. Product placement <br />
  • 68. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 2. In-game advertising Brands active in ingame advertising (source: IGA) <br />
  • 69. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 3. Branded content a - Skins (branded game characters or objects) b - Interface c - Mod d - Level e - Scripted events <br />
  • 70. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 3. Branded content <br />
  • 71. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />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 <br />
  • 72. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 4. Visually adapted games - Grolsch Air Hockey for iPhone<br />
  • 73. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Part 5 –Grolsch Air Hockey Results: - Over 20.000 downloads in 1 month through various websites - 50.000 downloads end of 2009 <br />
  • 74. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />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/) <br />
  • 75. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 6. GameportalsZylom &gt; 2mln Dutch Young professional women aged 20-39 Gamepoint &gt; 400.000 adults and seniors Spilgames &gt; 150 million users worldwide GoSupermodel &gt; 400.000 Dutch girls aged 12-16 all amounts are monthly unique visitors <br />TREND: GAMEPORTAL NICHES / 50+<br />
  • 76. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Anything is possible, as long as the game is fun to play and your brand ties into it<br />
  • 77. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />http://www.youtube.com/watch?v=k_91Sj59b5I<br />
  • 78. A Brand New Playground<br />5/6 Models you can work with <br />
  • 79. A Brand New Playground<br />5/6 Models you can work with <br />Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment <br />
  • 80. A Brand New Playground<br />6/6 Wrap up<br />Any questions? Please speak freely now or contact: Bart Hufen +31648 18 6632 barthufen@brandnewgame.nlor visit our website www.brandnewgame.nl<br />

×