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  • Fueled by their passion for the online world and belief that the Internet would revolutionize the way people were gaming, entrepreneurs Peter Driessen and Bennie Eeftink acquired their first game site, spelletjes.nl, in 2004. \n
  • Started in 2004. Grown out to become a collection of 44 gaming websites. Recipe based on strong local domain names; simple, free, easy to access\n
  • This year we plan to publish ~1,000 new games of which ~20% comes from our own studio’s\n
  • \n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
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  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • At spil games we offer 3 social gaming platforms\n
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  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
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  • Targeted model\n
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  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
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  • Performance has been good because of strong new titles from all studios and a lot of new licensed games.\n
  • Performance has been good because of strong new titles from all studios and a lot of new licensed games.\n
  • Performance has been good because of strong new titles from all studios and a lot of new licensed games.\n
  • Performance has been good because of strong new titles from all studios and a lot of new licensed games.\n
  • Performance has been good because of strong new titles from all studios and a lot of new licensed games.\n
  • Performance has been good because of strong new titles from all studios and a lot of new licensed games.\n
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  • Wie heeft er wel eens van gehoord?\n
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  • Transcript

    • 1. Bart Hufen -BrandNewGameLaat met je Merk Spelen!
    • 2. Content1. Digital Context2.Digital Consumer3.Digital Case4.Wrap up
    • 3. Who the f*!?
    • 4. : @BartHufenBizz : www.brandnewgame.nlBlog : www.gamingandbranding.comBook : www.brandnewplayground.com
    • 5. Building Brands in the Digital Era
    • 6. DigitalContext
    • 7. 1/4 Digital Context1. The Digital Branding Universe2. Games within the Digital Branding Universe3. Why games?
    • 8. Digital Branding Universe
    • 9. 1972 1979 1986 2000 2007 …
    • 10. 1/4 Digital Context2. Games within the Digital Branding Spectrum, as apromotional tool:- Product placement- In-game advertising- Branded content- Visually adapted games- Advergames
    • 11. BrandNewGame2/3.Wat is dat? Digital Design
    • 12. 1/4 Digital Context3. Why use games as a tool for marketing communication?- Games are fun- Invited by the consumer- 100% Attention- Taps into our emotion: challenge- Activates all senses- InterActive engagement instead of lean-back entertainment- Replay can lead to weeks of brand-experience- It’s social!
    • 13. DigitalConsumer
    • 14. 2/4 Digital Consumer
    • 15. 2/4 Digital Consumer• > 600 million people on Facebook• > 60 million people play FarmVille• 50% of Facebook are active gamers• > 7 million people on Hyves• > 4 million people play games on Hyves p.m.• 8/10 downloaded & paid apps are games
    • 16. 2/4 Digital ConsumerFarmVille
    • 17. 2/4 Digital ConsumerFarmVille
    • 18. 2/4 Digital ConsumerFarmVille
    • 19. FarmVille
    • 20. 2/4 Digital ConsumerOld McDonald had a Farm…
    • 21. 2/4 Digital ConsumerOld McDonald had a Farm…
    • 22. 2/4 Digital ConsumerSome Facts
    • 23. 2/4 Digital ConsumerSome Facts
    • 24. 2/4 Digital Consumer
    • 25. 2/4 Digital Consumer
    • 26. DigitalCases
    • 27. 3/4 Digital Cases• Games to support objectives on: • Product • Price • Place • Personnel • Promotion
    • 28. 3/4 Digital Cases• Promotion: Bjorn Borg Europe • Increase traffic to stores • Increase conversion
    • 29. 3/4 Digital Cases• Promotion: Bjorn Borg Europe • Target: Young minded men & women aged 18-30 • Concept: Play Tennis for Discount in €
    • 30. 3/4 Digital Cases Weird New Balls Fun Scores Leading Urban Tennis QualityTongue in cheek Fashion Lifestyle Sports Underwear Comfortable Parties Dance Björn Borg Colorful Young Swedish Minded Down to Consumer earth Abba
    • 31. 3/4 Digital CasesA Brand New Ballgame called ‘Bjöng’
    • 32. 3/4 Digital CasesA Brand New Ballgame called ‘Bjöng’10 minute playtime gives the right to 10 euro discount
    • 33. 3/4 Digital Cases Play the Bjöng Challenge and win 10 pound discount at Selfridges
    • 34. 3/4 Digital Cases
    • 35. 3/4 Digital Cases
    • 36. 3/4 Digital CasesPOSTER / AD & DIGITAL VOUCHER
    • 37. 4/4 Wrap up• Thanks for your time!• Follow me on Twitter: @BartHufen• Next: ‘Spil doctor’ Oscar Diele!
    • 38. Oscar Diele – Spil Games
    • 39. Kennismaking©
SPIL
GAMES
    • 40. 2004
    • 41. 2004
    • 42. Publisher van game platforms…©
SPIL
GAMES
    • 43. …en ook een game developer©
SPIL
GAMES
    • 44. Volgens een simpel recept
    • 45. Sterke lokale domeinnamen
    • 46. Sterke lokale domeinnamenGames.co.id Gioco.itGirlsgogames.com Jeux.frJuegos.com Jeu.frSpel.nl Spelletjes.nl Ojogos.pt Spela.se Gry.pl Games.co.ukAgame.com Ojogos.com.br
    • 47. Gericht op 3 doelgroepen
    • 48. Gelokaliseerde content
    • 49. Gelokaliseerde content
    • 50. Eenvoud
    • 51. Gratis
    • 52. 130 miljoen unieke bezoekers UV’s
(MAU’s) 

 140,000,000
 

 105,000,000
 

 70,000,000
 

 35,000,000
 

 0
 1/1/09 2/1/09 3/1/09 4/1/09 5/1/09 6/1/09 7/1/09 8/1/09 9/1/09 10/1/09 11/1/09 12/1/09 2009 2010©
SPIL
GAMES
    • 53. ©
SPIL
GAMES
    • 54. ©
SPIL
GAMES
    • 55. Caring Dress ups Animals Cooking©
SPIL
GAMES
    • 56. Creativiteit Caring Dress ups Animals Cooking©
SPIL
GAMES
    • 57. ©
SPIL
GAMES
    • 58. Racing Action Sports©
SPIL
GAMES
    • 59. Racing Action SportsCompetitie©
SPIL
GAMES
    • 60. ©
SPIL
GAMES
    • 61. Time-management Quizzes Puzzles©
SPIL
GAMES
    • 62. Tijd voor jezelfTime-management Quizzes Puzzles©
SPIL
GAMES
    • 63. We hebben een sociale laag toegevoegd… Create
a
profile
    • 64. We hebben een sociale laag toegevoegd… Create
a
profile Create
an
Avatar
    • 65. We hebben een sociale laag toegevoegd… Create
a
profile Create
an
Avatar Leave
Comments
    • 66. We hebben een sociale laag toegevoegd… Create
a
profile Create
an
Avatar Leave
Comments Awards
&
High
Scores
    • 67. We hebben een sociale laag toegevoegd… Create
a
profile Create
an
Avatar Leave
Comments Awards
&
High
Scores Create
an
Album
    • 68. We hebben een sociale laag toegevoegd… Create
a
profile Create
an
Avatar Leave
Comments Awards
&
High
Scores Create
an
Album Make
Friends
    • 69. We hebben een sociale laag toegevoegd… >16M
 profiles Create
a
profile Create
an
Avatar Leave
Comments Awards
&
High
Scores Create
an
Album Make
Friends
    • 70. We hebben een sociale laag toegevoegd… >16M
 >300k
per
 profiles week Create
a
profile Create
an
Avatar Leave
Comments Awards
&
High
Scores Create
an
Album Make
Friends
    • 71. We hebben een sociale laag toegevoegd… >16M
 >300k
per
 >50
per
 profiles week minute Create
a
profile Create
an
Avatar Leave
Comments Awards
&
High
Scores Create
an
Album Make
Friends
    • 72. We hebben een sociale laag toegevoegd… >16M
 >300k
per
 >50
per
 profiles week minute Create
a
profile Create
an
Avatar Leave
Comments >1000
per
 hour Awards
&
High
Scores Create
an
Album Make
Friends
    • 73. …en onze games aangesloten
    • 74. 250 games gelanceerd in Q1 TOP
GAMES 3 Uphill
Rush
3 Single
player,
race
game 28.9M
game
plays
in
Q1Source:
Google
AnalyIcs
&
Viewar,
October
2010
(excl.
China
&
Japan)
    • 75. 250 games gelanceerd in Q1 TOP
GAMES 2 Bubble
Shooter Single
player,
skill
game 30.2M
game
plays
in
Q1 3 Uphill
Rush
3 Single
player,
race
game 28.9M
game
plays
in
Q1Source:
Google
AnalyIcs
&
Viewar,
October
2010
(excl.
China
&
Japan)
    • 76. 250 games gelanceerd in Q1 TOP
GAMES 1 Happy
Harvest Social
game,
farm
theme 55.2M
game
plays
in
Q1 2 Bubble
Shooter Single
player,
skill
game 30.2M
game
plays
in
Q1 3 Uphill
Rush
3 Single
player,
race
game 28.9M
game
plays
in
Q1Source:
Google
AnalyIcs
&
Viewar,
October
2010
(excl.
China
&
Japan)
    • 77. De lifecycle van een game game
plays
per
day 1,500,000.0 1,125,000.0 Happy
Harvest Uphill
Rush
2 X
1
million 750,000.0 375,000.0 0 0 30 60 90 120 150 180 210 240 270 300 330 360 Days
since
launch©
SPIL
GAMES
    • 78. Uitbreiding distributie model iOS Mobile Android Spilgames Social
Teens Gaming
 networks Facebook plaXorms Girls Hyves Family VZ
Netwerken
    • 79. Unite theworld in play
    • 80. Emily Jacometti – FlavourHoe maak ik een game
    • 81. ‘Advergames’ (aka games voor merken)
    • 82. Conversie verhogenNaamsbekendheid Branding Engaging Entertaining Informing Merkbeleving Activeren
    • 83. hoe maak ik een game?
    • 84. Stap 1 (Doel)
    • 85. Do Don’tDoelstelling Doelstelling Doelstelling Doelstelling
    • 86. Stap 2 (Doelgroep)
    • 87. Doelgroep?
    • 88. Doelgroep!
    • 89. Do Don’tSpecifiek Algemeen
    • 90. Do Don’t Specifiek AlgemeenSerieus nemen Zomaar een spel
    • 91. Do Don’t Specifiek AlgemeenSerieus nemen Zomaar een spelWaarde creëren Focus op doorsturen
    • 92. Do Don’t

 
 
 
 
 
 


 
 
 
 
 

    • 93. Stap 3 (type game)
    • 94. Do Don’tWaarden product Milk a skin
    • 95. Do Don’tWaarden product Milk a skin Originaliteit Copy overload
    • 96. Do Don’tWaarden product Milk a skin Originaliteit Copy overload Verzorging Huisstijl dominant
    • 97. Do Don’tWaarden product Milk a skin Originaliteit Copy overload Verzorging Huisstijl dominantVirale verleiding Pushing ads
    • 98. Do Don’tWaarden product Milk a skin Originaliteit Copy overload Verzorging Huisstijl dominantVirale verleiding Pushing ads Testen! Data greed
    • 99. Do Don’t

 
 
 
 
 
 


 
 
 
 
 

    • 100. Stap 4 (Integratie)
    • 101. Stap 4 (extra’s)
    • 102. Do Don’tTechniek Doet het reclame bureau wel
    • 103. Do Don’t Techniek Doet het reclame bureau welShare op memorable moments Single serving budget
    • 104. Do Don’t Techniek Doet het reclame bureau welShare op memorable moments Single serving budget Meten entry en exit gedrag Comments Schmomments
    • 105. Do Don’t Techniek Doet het reclame bureau welShare op memorable moments Single serving budget Meten entry en exit gedrag Comments Schmomments Monitoring user behaviour Next!
    • 106. Do Don’t

 
 
 
 
 
 


 
 
 
 
 

    • 107. Prangende vragen wa kosda?kennik iets krijgen voor 2000 euro? hebbie nog iets legge? Ik heb een goed idee, interesse? wat is het effect dan? speelt mijn doelgroep spelletjes?
    • 108. Prangende vragen 10 - 100.000 euro wa kos dattan? Neekennik iets krijgen voor 2000 euro? Ja, maar nog iets legge? hebbie voegt weinig toe Ik hebGaangoed idee, interesse? een we over praten Groot, het je gelddan? wat is als effect hebt Ja, heel vaak! speelt mijn doelgroep spelletjes?
    • 109. Anouk Wendling – Spil GamesGameseeding
    • 110. We moeten iets met eengame…
    • 111. Gamevertising??
    • 112. Gamevertising??• Advergame
    • 113. Gamevertising??• Advergame• In Game Advertising
    • 114. Gamevertising??• Advergame• In Game Advertising• Sponsored Game
    • 115. Gamevertising??• Advergame• In Game Advertising• Sponsored Game• Gamification
    • 116. Gamevertising??• Advergame• In Game Advertising• Sponsored Game• Gamification• Social Gaming
    • 117. Waarom ook al weer..?
    • 118. Waarom ook al weer..?• Doelgroep staat open voor boodschap• Acceptatie advertising; 83%• Zichtbaarheid van merk / product in game• Een goede game heeft een lange levensduur• Speler is bereid tot actie / handeling
    • 119. Project: een game
    • 120. Project: een game• Wat werkt voor merk en doelgroep?
    • 121. Project: een game• Wat werkt voor merk en doelgroep?• Awareness of actiematig?
    • 122. Project: een game• Wat werkt voor merk en doelgroep?• Awareness of actiematig?• Wanneer is de game een succes?
    • 123. Project: een game• Wat werkt voor merk en doelgroep?• Awareness of actiematig?• Wanneer is de game een succes?• Waar komt game te staan?
    • 124. Waar komt de game testaan?
    • 125. Game op mijn actiepagina
    • 126. Game op mijn actiepagina• Doelgroep komt niet vanzelf• Hoe trek je spelers naar je site?• Game is tool om verkeer aan te trekken• Andersom, dus…
    • 127. Gameseeding!!
    • 128. Gameseeding?!Het plaatsen (zaaien) van de game opgameportals, zodat hij onder deaandacht komt van de doelgroep.
    • 129. Media-inkoop bij de game• De game gespeeld krijgen• Meten = weten• De game bij de doelgroep brengen• Optimalisatie• Succesvolle campagne
    • 130. Seeding is onderdeel vanbudgetGameseeding is ongeveer 2/3 van hettotale campagne-budget.
    • 131. Case: GSK SensodyneFoamshooterDoelgroep: Vrouwen 25-35 jaarDoelstelling: Activatie. Zoveel mogelijkkwalitatieve spelers (game uitspelen) uit dedoelgroep.
    • 132. GSK Sensodyne
    • 133. GSK Sensodyne
    • 134. GSK Sensodyne
    • 135. Case: SpoorwegmuseumDoelgroep: KidsDoelstelling: bezoekersaantallenwebsite (en secundair: museum)vergrotenHoe: Trein ontwerpen (totaal: 8.700!)
    • 136. Spoorwegmuseum
    • 137. Spoorwegmuseum
    • 138. Spoorwegmuseum
    • 139. ConclusieVergeet de media-inkoop niet!

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