+1PLAY   CONSULT       CONCEPT        +2                 ING
A Brand New PlaygroundHow can we use games as a branding and marketing tool?
5/5: Where is More?  My Publications andcontributions to books                    www.brandnewgame.nl/blog                ...
ABN Amro BankACN / Schiphol Airport   Haven Amsterdam       Holland Casino           Novamedia             Red Bull       ...
Content1. What’s in a game?2. Who plays games and why?3. How can we use games as a marketing tool?4. Why should I use game...
1/4: What’s in a game?Starting from the objective, the target group and the brand essence(or challenge) you can start to d...
1/4: What’s in a game?Who owns a city garden?
1/4: What’s in a game?The story of FarmVille
The story of FarmVille
The story of FarmVille32 million people like Farmville
The story of FarmVille
The story of FarmVille
The story of FarmVille
The story of FarmVille
The story of FarmVille
1/4: What’s in a game?The story of FarmVille
1/4: What’s in a game?The story of FarmVille
1/4: What’s in a game?The story of FarmVille
The story of FarmVille
The story of FarmVille
The story of FarmVille
1/4: What’s in a game?The story of CityVille, CastleVille, Sim Social, ...
1/4: What’s in a game?
2/4: Who Plays Games?Just teenagers...
2/4: Who Plays Games?Not just teenagers...
2/4: Who Plays Games?50% of Facebook users log in to play gamesAngry Birds games were downloaded > 1 billion times150 mill...
2/4: Who Plays Games?What about the Rest of the world?Check             for more research
2/4: Why we Play Games?                   Explore     ChallengeSelf-expression     Learn       Defend     Sensation     Fa...
3/5: How can We?                                    Mastery*                       Learn                          Purpose ...
3/4: How can We?Lack of time forces me to show just a few examples
3/4: How can We?1. Product-related: innovation through games and product-testing in games2. Price-related: play for discou...
3/4: How can We?2/5: A game that influences the Price (and builds up a CRM dBase)Objective: increase store trafficTarget: ...
2/3: How can We?                                         Price (and builds up a CRM2/5: A game that influences the Price (...
3/4: How can We?2/5: Define the Brand Essence in a tag cloud                                 WeirdScores      NewBalls    ...
3/4: How can We?2/5: Björn Borg is about Being Comfortable...What’s uncomfortable about Tennis?
3/4: How can We?2/5: Play a game like Pong for Specials or Discount
3/4: How can We?2/5: Make it work?            Mini&game&                             on&Facebook&                 Seed&the...
3/4: How can We?
3/4: How can We?
3/4: How can We?
3/4: How can We?
3/4: How can We?3/5: New distribution Places
3/4: How can We?3/5: New distribution Places
3/4: How can We?3/5: New distribution Places
3/4: How can We?4/5: Games to train Staff (Personnel)Objective: Make employees more aware of possible impact of behaviorTa...
3/4: How can We?
3/4: How can We?
3/4: How can We?4/5: Games to train Staff (Personnel)
3/4: How can We?4/5: Games to train Staff (Personnel)
3/4: How can We?  5/5: Games to Promote your organization or brand (Gamevertising)4. Visually adapted games
3/4: How can We?  5/5: Games to Promote your organization or brand (Gamevertising)5. Advergame  Just pay attention to adve...
4/4: Why should I?1.   Games are fun!2.   Voluntary participation by your target group3.   100% attention4.   Taps into dr...
Game over?Did you like it?
Game over?Then sell your soul and give me your business cards!Or just go to www.brandnewplayground.com
Game over?Book: www.brandnewplayground.comBlog: www.gamingandbranding.comBizz: www.brandnewgame.nlTwitter: @BartHufen #SAM13
PLAY    CONSULT        CONCEPT           ING  Twitter: @BartHufen #SAM13
Keynote Bart Hufen
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Keynote Bart Hufen

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Keynote presentatie van Bart Hufen tijdens het State of the Art Marketing event 2013.

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Keynote Bart Hufen

  1. 1. +1PLAY CONSULT CONCEPT +2 ING
  2. 2. A Brand New PlaygroundHow can we use games as a branding and marketing tool?
  3. 3. 5/5: Where is More? My Publications andcontributions to books www.brandnewgame.nl/blog Twitter: @BartHufen Website: www.brandnewgame.nl Twitter: @BartHufen
  4. 4. ABN Amro BankACN / Schiphol Airport Haven Amsterdam Holland Casino Novamedia Red Bull Robeco Unilever Ziggo
  5. 5. Content1. What’s in a game?2. Who plays games and why?3. How can we use games as a marketing tool?4. Why should I use games as a marketing tool?This presentation is available at Slideshare and on my blog
  6. 6. 1/4: What’s in a game?Starting from the objective, the target group and the brand essence(or challenge) you can start to develop a remarkable, relevant anddistinguished concept
  7. 7. 1/4: What’s in a game?Who owns a city garden?
  8. 8. 1/4: What’s in a game?The story of FarmVille
  9. 9. The story of FarmVille
  10. 10. The story of FarmVille32 million people like Farmville
  11. 11. The story of FarmVille
  12. 12. The story of FarmVille
  13. 13. The story of FarmVille
  14. 14. The story of FarmVille
  15. 15. The story of FarmVille
  16. 16. 1/4: What’s in a game?The story of FarmVille
  17. 17. 1/4: What’s in a game?The story of FarmVille
  18. 18. 1/4: What’s in a game?The story of FarmVille
  19. 19. The story of FarmVille
  20. 20. The story of FarmVille
  21. 21. The story of FarmVille
  22. 22. 1/4: What’s in a game?The story of CityVille, CastleVille, Sim Social, ...
  23. 23. 1/4: What’s in a game?
  24. 24. 2/4: Who Plays Games?Just teenagers...
  25. 25. 2/4: Who Plays Games?Not just teenagers...
  26. 26. 2/4: Who Plays Games?50% of Facebook users log in to play gamesAngry Birds games were downloaded > 1 billion times150 million people play games through the portals of Spil GamesAverage amount of gamers playing through Steam is 4 million dailyThe average gamer is 37 years old
  27. 27. 2/4: Who Plays Games?What about the Rest of the world?Check for more research
  28. 28. 2/4: Why we Play Games? Explore ChallengeSelf-expression Learn Defend Sensation Fantasize Acquire Bond Story Submission Social
  29. 29. 3/5: How can We? Mastery* Learn Purpose Experiment * Balancing the Flow gives the player a ‘Sense of Control’StartDoing SS G RE PRO
  30. 30. 3/4: How can We?Lack of time forces me to show just a few examples
  31. 31. 3/4: How can We?1. Product-related: innovation through games and product-testing in games2. Price-related: play for discount3. Place: sell virtual goods in virtual worlds4. Personnel: train staff through games5. Promotion: 1. Product placement 2. In-game advertising 3. Branded content 4. Visually adapted game 5. Advergame More examples in my book: free download at www.brandnewgame.nl
  32. 32. 3/4: How can We?2/5: A game that influences the Price (and builds up a CRM dBase)Objective: increase store trafficTarget: young minded consumersEssence: being comfortable during uncomfortable situations
  33. 33. 2/3: How can We? Price (and builds up a CRM2/5: A game that influences the Price (and builds up a CRM dBase) WeirdScores NewBalls Fun Leading Urban Tennis Quality Tongueincheek Fashion Lifestyle Sports Underwear Comfortable ParEes Dance BjörnBorg Colorful Young Swedish Minded Downto Consumer earth Abba
  34. 34. 3/4: How can We?2/5: Define the Brand Essence in a tag cloud WeirdScores NewBalls Fun Leading Urban Tennis Quality Tongueincheek Fashion Lifestyle Sports Underwear Comfortable ParEes Dance BjörnBorg Colorful Young Swedish Minded Downto Consumer earth Abba
  35. 35. 3/4: How can We?2/5: Björn Borg is about Being Comfortable...What’s uncomfortable about Tennis?
  36. 36. 3/4: How can We?2/5: Play a game like Pong for Specials or Discount
  37. 37. 3/4: How can We?2/5: Make it work? Mini&game& on&Facebook& Seed&the& game&on& websites& Bjöng& Game&for& iPhone& Voucher& to&be& redeemed& in:store&&
  38. 38. 3/4: How can We?
  39. 39. 3/4: How can We?
  40. 40. 3/4: How can We?
  41. 41. 3/4: How can We?
  42. 42. 3/4: How can We?3/5: New distribution Places
  43. 43. 3/4: How can We?3/5: New distribution Places
  44. 44. 3/4: How can We?3/5: New distribution Places
  45. 45. 3/4: How can We?4/5: Games to train Staff (Personnel)Objective: Make employees more aware of possible impact of behaviorTarget: all employeesEssence: discuss what’s ‘normal’ and how you should act in certainsituations to become an exemplary employee!
  46. 46. 3/4: How can We?
  47. 47. 3/4: How can We?
  48. 48. 3/4: How can We?4/5: Games to train Staff (Personnel)
  49. 49. 3/4: How can We?4/5: Games to train Staff (Personnel)
  50. 50. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising)4. Visually adapted games
  51. 51. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising)5. Advergame Just pay attention to advertising... ;-)
  52. 52. 4/4: Why should I?1. Games are fun!2. Voluntary participation by your target group3. 100% attention4. Taps into drivers and motivations5. Activates all senses6. Active involvement (lean-forward entertainment)7. Replay can lead to days, weeks and months of brand-bonding8. It works for awareness, brand preference and sales...
  53. 53. Game over?Did you like it?
  54. 54. Game over?Then sell your soul and give me your business cards!Or just go to www.brandnewplayground.com
  55. 55. Game over?Book: www.brandnewplayground.comBlog: www.gamingandbranding.comBizz: www.brandnewgame.nlTwitter: @BartHufen #SAM13
  56. 56. PLAY CONSULT CONCEPT ING Twitter: @BartHufen #SAM13
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