A Brand New Playground<br />Digital Interactive Brand Strategy<br />Bart HufenIdeologist etc.<br />
Brand Player at BrandNewGame<br />Bizz	: www.brandnewgame.nl<br />Blog	: www.gamingandbranding.com<br />Book 	: www.laatme...
A Brand New Playground<br />Content<br />1. BrandNewGame: Digital Interactive Branding 2. The Digital Consumer 3. The Game...
BrandNewGame<br />1/6 What?<br />
BrandNewGame<br />1/6 How?<br />
1972 		1979 		1986 		2000 		2007 	… <br />
http://www.youtube.com/watch?v=58GPGB_QZME<br />
A Brand New Playground<br />1/6 Digital Interactive Branding <br />It’s Time for a DialogueBrands need to consider the Con...
A Brand New Playground<br />1/6 Digital Interactive Branding <br />Brand Play model<br />
A Brand New Playground<br />2/6 The Digital Consumer <br />
A Brand New Playground<br />2/6 The Digital Consumer <br />
A Brand New Playground<br />2/6 The Digital Consumer <br />
A Brand New Playground<br />2/6 The Digital Consumer <br />Digital ConsumerBehavior<br />
A Brand New Playground<br />2/6 The Digital Consumer <br />The internet as we know it will become the Connector of all ava...
A Brand New Playground<br />2/6 The Digital Consumer <br />Platforms, Operating Systems and Devices are the interfaces to ...
A Brand New Playground<br />2/6 The Digital Consumer <br />Platforms, Operating Systems and Devices are the interfaces to ...
A Brand New Playground<br />2/6 The Digital Consumer <br />Online activity of Consumers<br />
A Brand New Playground<br />2/6 The Digital Consumer <br />Interactivity of Consumers Creators	: < 1% Influencers	: < 9% C...
A Brand New Playground<br />2/6 The Digital Consumer <br />Interactivity of Consumers Innovators  	: < 2,5% Early adopters...
A Brand New Playground<br />2/6 The Digital Consumer <br />> 500 million people have a life on Facebook> 60 million play a...
A Brand New Playground<br />2/6 The Digital Consumer <br />Who is a gamer? <br />
A Brand New Playground<br />2/6 The Digital Consumer <br />
A Brand New Playground<br />2/6 The Digital Consumer <br />How many hours do we spend playing games per week, on average? ...
A Brand New Playground<br />2/6 The Digital Consumer <br />
A Brand New Playground<br />2/6 The Digital Consumer <br />At Home At specific places While travelling  This is so importa...
A Brand New Playground<br />2/6 The Digital Consumer <br />Depending on our needs games (and social media) are: - Fun - So...
A Brand New Playground<br />3/6 The Games Industry and essence of games<br />
A Brand New Playground<br />3/6 The Games Industry and essence of games<br />1972 	1979 	1986 	2000 		2005 	2010 	2015<br ...
A Brand New Playground<br />3/6 The Games Industry and essence of games<br />How many iPod apps where downloaded up to now...
A Brand New Playground<br />3/6 The Games Industry and essence of games<br />How many iPod apps where downloaded up to now...
A Brand New Playground<br />3/6 The Games Industry and essence of games<br />> 150 new games monthly > 60 billion global a...
A Brand New Playground<br />3/6 The Games Industry and essence of games<br />Multi platform Multi genre Play at Home or Pl...
A Brand New Playground<br />3/6 The Games Industry and essence of games<br />Goal Rules Variables Theme Reward<br />
A Brand New Playground<br />3/6 The Games Industry and essence of games<br />Circle of play <br />
A Brand New Playground<br />3/6 The Games Industry and essence of games<br />Six levels of involvement 100% attention! <br />
A Brand New Playground<br />3/6 The Games Industry and essence of games<br />What makes a game so much fun?* * from Rules ...
A Brand New Playground<br />3/6 The Games Industry and essence of games<br />What makes a game so much fun?* * from Rules ...
Games as a marketing tool   <br />4/6 Cases <br />Finally… someexamples! <br />
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 1 – Product [co-creation and testing] Pa...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Pre-testing ] Renault Mégan...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Pre-testing ] Renault Mégan...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Pre-testing ] Renault Mégan...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Pre-testing ] Renault Megan...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Virtual Co-creation]<br />
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Case 2 – People [Recruitment] <br />
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Case 2 – People & recruitment America’s Army ...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Case 2 – People [Recruitment] America’s Army ...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Case 2 – People [Recruitment] America’s Army ...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />TREND: GAMES AS A TRAINING TOOL<br />
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />
Resultaten<br />Resultaten game 1:<br />- Goedegameplay<br />- Bereik > 95%<br />- Effective rate > 86%<br />- Relevante d...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Case 3 –  Place [Gameconomy] Virtual shopping...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Case 3 –  Place (virtual shopping) In-game ec...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Case 3 –  Place [In-Gameconomy] Ingame econom...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 4 – Price: Sport 2000 Retail stores Play...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 4 – Price: Sport 2000 Retail stores Play...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 4 – Price: Björn Borg Europe <br />http:...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion [Gamevertising]:Static or ...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 1. Product placement Diese...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 1. Product placement <br />
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 2. In-game advertising Bra...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 3. Branded content 	a - Sk...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 3. Branded content <br />
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 3. Branded content Gamepor...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 4. Visually adapted games ...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 5 –Grolsch Air Hockey Results: - Over 20...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 5. Fully branded game (adv...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 6. GameportalsZylom		> 2ml...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />Anything is possible, as long as the game is ...
Games as a marketing tool   <br />4/6 Cases: Which examples are there? <br />http://www.youtube.com/watch?v=k_91Sj59b5I<br />
A Brand New Playground<br />5/6 Models you can work with <br />
A Brand New Playground<br />5/6 Models you can work with <br />Create Content from Creative Concepts, using the right Chan...
A Brand New Playground<br />6/6 Wrap up<br />Any questions? Please speak freely now or contact: Bart Hufen +31648 18 6632 ...
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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.
Check a free summary about games as a marketing tool at www.brandnewplayground.com (available in English from 2011)

Published in: Education

Transcript of "Games as marketing tool @Fontys Tilburg"

  1. 1. A Brand New Playground<br />Digital Interactive Brand Strategy<br />Bart HufenIdeologist etc.<br />
  2. 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. 3.
  4. 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. 5. BrandNewGame<br />1/6 What?<br />
  6. 6. BrandNewGame<br />1/6 How?<br />
  7. 7. 1972 1979 1986 2000 2007 … <br />
  8. 8. http://www.youtube.com/watch?v=58GPGB_QZME<br />
  9. 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. 10. A Brand New Playground<br />1/6 Digital Interactive Branding <br />Brand Play model<br />
  11. 11. A Brand New Playground<br />2/6 The Digital Consumer <br />
  12. 12. A Brand New Playground<br />2/6 The Digital Consumer <br />
  13. 13. A Brand New Playground<br />2/6 The Digital Consumer <br />
  14. 14. A Brand New Playground<br />2/6 The Digital Consumer <br />Digital ConsumerBehavior<br />
  15. 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. 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. 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. 18. A Brand New Playground<br />2/6 The Digital Consumer <br />Online activity of Consumers<br />
  19. 19. A Brand New Playground<br />2/6 The Digital Consumer <br />Interactivity of Consumers Creators : < 1% Influencers : < 9% Consumers : > 90% <br />< 1%<br />< 9%<br />> 90%<br />
  20. 20. A Brand New Playground<br />2/6 The Digital Consumer <br />Interactivity of Consumers Innovators : < 2,5% Early adopters : < 12,5% Majority : > 85% Nothing changed… <br />< 1%<br />< 9%<br />> 90%<br />
  21. 21. A Brand New Playground<br />2/6 The Digital Consumer <br />> 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’ <br />
  22. 22. A Brand New Playground<br />2/6 The Digital Consumer <br />Who is a gamer? <br />
  23. 23.
  24. 24. A Brand New Playground<br />2/6 The Digital Consumer <br />
  25. 25.
  26. 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. 27. A Brand New Playground<br />2/6 The Digital Consumer <br />
  28. 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 & mindset) when you target them<br />
  29. 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. 30. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />
  31. 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. 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. 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. 34. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />> 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’ <br />
  35. 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. 36. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />Goal Rules Variables Theme Reward<br />
  37. 37.
  38. 38. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />Circle of play <br />
  39. 39. A Brand New Playground<br />3/6 The Games Industry and essence of games<br />Six levels of involvement 100% attention! <br />
  40. 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 & Zimmerman 2004 MIT <br />Frustration <br />Boredom<br />
  41. 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 & Zimmerman 2004 MIT <br />
  42. 42. Games as a marketing tool <br />4/6 Cases <br />Finally… someexamples! <br />
  43. 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. 44. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Pre-testing ] Renault Mégane & Need For Speed Underground <br />
  45. 45. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Pre-testing ] Renault Mégane & Need For Speed Underground <br />
  46. 46. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Pre-testing ] Renault Mégane & Need For Speed Underground <br />
  47. 47. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />
  48. 48. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Pre-testing ] Renault Megane & Need For Speed Underground <br />
  49. 49. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 1 – Product [Virtual Co-creation]<br />
  50. 50. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 2 – People [Recruitment] <br />
  51. 51. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 2 – People & recruitment America’s Army <br />
  52. 52. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 2 – People [Recruitment] America’s Army <br />
  53. 53. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Case 2 – People [Recruitment] America’s Army <br />
  54. 54. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />TREND: GAMES AS A TRAINING TOOL<br />
  55. 55. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />
  56. 56. Resultaten<br />Resultaten game 1:<br />- Goedegameplay<br />- Bereik > 95%<br />- Effective rate > 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. 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. 58. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />
  59. 59. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />
  60. 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. 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. 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. 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. 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. 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. 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 & 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<br />
  67. 67. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 1. Product placement <br />
  68. 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. 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. 70. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />Part 5 – Promotion 3. Branded content <br />
  71. 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. 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. 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. 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. 75. Games as a marketing tool <br />4/6 Cases: Which examples are there? <br />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 <br />TREND: GAMEPORTAL NICHES / 50+<br />
  76. 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. 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. 78. A Brand New Playground<br />5/6 Models you can work with <br />
  79. 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. 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 />

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