Gamification : digital marketing entertainment

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What is gamification ? How to use gamification in order to improve your digital marketing ?

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Gamification : digital marketing entertainment

  1. 1. gamifica'on digital  marke'ng  entertainment
  2. 2. Digiworks:  play  with  brands! >  Since  2008,  we  design  games  and  interac've  apps  for  leading  brands Christmas Speed Robot
  3. 3. 1     The  ba8le  for   a8en:on 2 Everybody plays 3 4 « Gamification » ? Games for communication
  4. 4. 1     The  ba8le  for   a8en:on
  5. 5. From  500  to  2,000  ads  per  day
  6. 6. Do  you  see  those  ads  ?   Do  you  click  on  them  ?
  7. 7. 83%  of  French  people  think  that  ads  disturb  their  web  naviga'on
  8. 8. 1/3  of  French  people  do  not  wish  to  receive  adver'sing
  9. 9. What  could  aIract  the  aIen'on  of  this  boy  ?  «Gamers»  par  Phil  Toledano
  10. 10. A  game  ! Fez  de  Polytron
  11. 11. 2 Everybody plays !
  12. 12. Everybody  plays…
  13. 13. Gaming  is  a  part  of  our  society  2,000  years  BC,  Atys  saved  his  people  from  starva'on  thanks  to  games
  14. 14. The  gaming  industry  is  mass  market Call  Of  Duty  Black  Ops  :  23  million  units CityVille  :  36  million    units Fifa  2013  :  11  million  units Angry  Birds  :  1,5  billion  downloads
  15. 15. In  France  too  ! In  France,  the  video  game  market  is  bigger  than  music  and  cinema Videogames    2,7  billions  € Music   817  millions  € Source  :  SNJV  (2011) Cinema   1,3  billion  €
  16. 16. 3 « Gamification » ?
  17. 17. “A  game  is  a  problem-­‐solving  ac'vity,  approached  with  a  playful   aetude.  ”   Jesse  Shell Heavy  Rain,  de  Quan'c  Dream
  18. 18. What  is  a  game? «  Work  consists  of  whatever  a  body  is  obliged  to  do,  and  play  consists  of  whatever  a  body   is  not  obliged  to  do.»   Mark  Twain football  players  need  to  win,  their  careers   revolve  around  games kids  play  just  for  fun,  defeat  has  no   consequence
  19. 19. «  Gamifica:on  »  :  not  a  very  good  word
  20. 20. «  Gamifica:on  »  :  not  a  good  word «Gamification is not a project...it's a program that gets invested in for the long-term. Those that understand that see the most impactful and meaningful results». Gabe Zichermann «Gamification is bullshit» Ian Bogost
  21. 21. Defini:on  of  «  gamifica:on  » «The  process  of  game-­‐thinking  and  game  mechanics  is  to  engage  users  and  solve   problems»   Gabe  Zichermann   Les  DémocraSims  :  25  000  votes
  22. 22. A  story  to  share,  not  just  rules  to  apply «  Poin:fica:on  » collect  points   level  progression   leaderboards   missions Storytelling,  experience  and   emo:on fun   sense  of  accomplishment   learning   feelings  and  emo'ons   social connections
  23. 23. We  aIach  a  great  deal  of  importance  to  providing  an  excellent  gaming  experience;  that’s   what  WE  call  «  gamifica'on  ».  We  do  not  want  «  poin'fica'on  »  because  it  forgets  the   whole  concept  of  experience.     A  deep  gaming  experience  creates  strong  emo'onal  resonance  and  a  long   term  engagement. From  Dust,  Ubisom
  24. 24. Several  brands  are  using  «  gamifica:on  » Educa'on  with  the  Khan  Academy
 Communica'on  with  Domino’s  Pizza Health  with  Oral-­‐B
 Work  with  Rypple Environment  with  Nissan  Leaf
 Connected  TV  with  Heineken
  25. 25. «  Gamifica:on  »  :  Nike Games Tools
  26. 26. Redbull  own  a  gaming  studio
  27. 27. Gaming  is  an  essen:al  part  of  brand  content Redbull  produce  newspapers  and  games  about  extreme  sports.  It  is  a  media/brand  beIer  known   for  their  entertainment  ac'vi'es  than  for  their  energy  drinks.
  28. 28. Being  Henry  is  an  interac've  fic'on  produced  by  Range  Rover.  You  decide  the   next  steps  in  the  story.  Once  finished,  you  get  a  custom  Range  Rover  based  on   your  own  story-­‐based  choices.
  29. 29. «  Gamifica:on  »  and  marke:ng Heineken’s  marke'ng  campaign,  during  the  Champion  Leagues  in  2011,  allowed  viewers  to  play  while  they   watched  games  on  TV.   ! Viewers  could  bet  by  an'cipa'ng  the  outcome  of  the  game.  Players  collected  points  when  they  won  and   reached  the  top  of  the  leaderboard.
  30. 30. It  works! <  Nike+     7  million  users Wonderfnac  >   110,000  games -­‐  35  minutes  of  play  'me   -­‐  one  tweet  per  minute  during  3  weeks     -­‐  a  gold  lion  in  Cannes
  31. 31. «  Gamifica:on  »’s  advantages Engagement  and  loyalty Branding Community  management Human  Ressources Qualifica'on  of  data
  32. 32. «  Gamifica:on  »  can  work  with  social  commerce «  Gamifica'on  »  must  include  the  most  important  aspects  of  digital  marke'ng:   social  media  and  e-­‐commerce. social e-­‐commerce Purchases  record   Products  wish-­‐list   sociodemographic  informa'on   Loyalty   Promo'ons   Comment  blogs  and  products   hotline  support   social  connec'on  with  other  clients   Facebook,  twiIer  etc…   
 
 Beyond  «  gamifica'on  »,  brands  must  offer  high  quality  content  :  advice,  tests,   special  offers…
  33. 33. In  a  game  you  earn  points… Number  of  lives Cash  collected Points  collected Coins  collected Player Enemy Time  remaining Rewards Super  Mario  Wii  2
  34. 34. but  you  can  play  without  points In  Ico  you  try  to  get  out  of  a  castle  and  to  protect  a  young  girl.  No  points,  no   badges,  s'll  fun. Player Character  you   need  to  protect Ico
  35. 35. 4 Communication and Gaming
  36. 36. How  to  design  a  game  for  a  brand  ?
 the  experience  needs  to  share  the  brand  values  and  missions  
  37. 37. Let’s  define  your  project Before  star'ng  a  «  project  of  gamifica'on  »,  we  need  to  define  this  project.  The  following  are  sample  ques'ons  we   might  want  to  ask  :   ! Are  you  targe'ng  the  BtoB  or  BtoC?   What  is  the  iden'ty  of  key  target  popula'ons?   Do  you  need  social  components?   What  are  the  goals?    Branding,  data  collec'on,  loyalty?   Do  you  want  to  encourage  specific  behaviors? Those  answers  are  useful  to  build  the  «  gamifica:on  »  tools Motivation Challenge Reputation Awards
  38. 38. Le  Ranch  :  a  ranch  management  game
  39. 39. How  to  validate  the  crea:ve  concept Game  concept  /  look  &  feel   How  the  game  works,  the  feeling  provided   ! Objec:ves  and  targets  
 In  keeping  with  the  concept   ! Branding   How  the  experience  shares  the  brand  values  and   missions   ! Look
 Design  and  visual  universe   ! Key  Drivers  /  USP
 Why  your  concept  is  amazing Sketch  :  «elemental  tetrade»,  Jesse  Shell  
  40. 40. Gameplay  loop Upgrading the ranch Management Take care of your horse ! - coins - coins + experience Care + coins Competition! The more competition you win, the more money you earn The  animated  tv  show  «Le  Ranch»  is  also  an  online  game    
  41. 41. How  to  design  a  video  game Game mechanics Design Technic PLAYTEST Prototype Story-telling Tutorials must be thought-through carefully
  42. 42. A  good  game  must  be  well  adver:sed Web  and  Facebook ! iPad,  iPhone,  Androïd   ! Press  Rela:on
 Press  release,  teaser   ! Media  Buying   ! Cross  Promo:on   Street  Marke'ng TV  ad
  43. 43. +33(0)2.78.77.02.60 contactweb@digiworks.fr www.digiworks.fr facebook.com/DigiworksStudio @DigiworksStudio Headquarters Paris 9 rue Georges Braque 168 rue de la Convention 76000 Rouen 75015 Paris

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