Transmedia, Gamification, Advergaming

Transmedia, gamification,advergaming and other buzzwords Nicholas Lovell GAMESbrief October 27th, 2011

Nicholas Lovell, GAMESbrief • Author, How to Publish a Game, GAMESbrief Unplugged Volumes 1 &2 • Director, GAMESbrief (www.gamesbrief.com) • Clients include Atari, Channel 4, Channelflip, Firefly, IPC, nDreams, Rebellion and Square Enix • @nicholaslovell / @gamesbrief

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This is a game

This is not a game

This is a game

This is not a game

This is a game

This is not a game

BUZZWORD BINGO

ADVERGAMINGIN-GAME ADVERTISING TRANSMEDIA GAMIFICATION MAKING GAMES

Advergaming =a brand paying a developer to make a game

An advergame is not a TV spot• Games are rubbish at customer ACQUISITION• They are great at customer RETENTION• They can complement an acquisition campaign, not replace it

Marketing budget >= dev budget Development budget: $50 m Launch budget: $200 m

Transmedia =taking a media property and extending it into a different medium.

Some examples• A novel set in the world of a PS3 game• An alternate reality game designed to promote a movie• A kids business that makes a show to sell the books, the CD, the colouring book, the toys (veering into merchandising)• But they are so often misconceived

My latest transmedia (ugh!) project

Stop! When transmedia attacks

What games do• Games are great at customer retention, customer engagement, customer monetisation• They are rubbish at customer acquisition• It breaks my heart that we build disposable transmedia games when it is not the strength of the medium

In-game advertising = a (largely discredited) attempt to bringtelevision-style advertising to big-budget games

Burnout Paradise

In-game advertising was going to be thenext big thing• Massive, IGA, Double Fusion• Games are big and growing. The market was going to be huge• But: • Only some games are suitable • Volumes too low • Advertisers and developers made uneasy bedfellows• Social media and social games are frankly better• Massive = bought by Microsoft for $400m in 2006; shut down in 2010

Branded virtual goods 2 million Facebook fans in 24 hours

Game making =making games

Brands are not game makers• Making games is tough• 40 years of experience• Business model, distribution, audiences, genres changing• Do you really want to make a game?

Gamification

My definition of gamification“Using game-like mechanics to improve a business process, or customer experience, or profits”

Some rules

Rule 2: Know what you are trying to achieve

Rule 2: Did it work?• What’s the point of gamifying if you don’t what it aims to achieve?• To gamify successfully: • Write down three things you want to achieve by gamifying • Make them measurable • Hand the list to whoever is going to gamify and ask for help

Rule 3: Be prepared not to gamify

Rule 3: Remember the basics • You win races by tacking better, not advanced tactics • You satisfy customers by giving them what they want and need easily and efficiently • Your customers don’t care about buzzwords • Make your site work before you gamify

Rule 8: Beware unintended consequences

Rule 8: the target, or the objective? Q&A

Rule 9: Make it personal

Rule 9: Intrinsic versus extrinsic

Rule 10: Gamification is a process, not a project

Rule 10: change your attitude• Spend 50% of your marketing budget after launch• Once you start, never stop

The ten rules – in summary• You’re not making a game• Put your house in order first• Think about ALL your customers, not just the ones that are like you• If you have a gamification project, not a gamification process, it won’t work.

Thank you nicholas@gamesbrief.comhttp://www.gamesbrief.com/2011/03/the-ten- rules-of-gamification/ Buy my books

Killers, Achievers,Explorers, Socialisers

Killers• Competition• Tests of skill• PvP• Ganking and griefing• It’s all about “beating” another human

Achievers• Points, levels, trophies and stuff• Competition “with yourself”• Who “gamification” was made for • Xbox Live Achievements • Levelling up • Grind• Achievers want elite status, and to show it off

Explorers• Search• Explore• Take time• Discover• Transmedia-friendly• Explorers want to go where no one else has gone and know what no one else knows

Socialisers• Friends• Community• Communication• It doesn’t matter what they do as long as they do it with friends

The Player Interest Graph ACTING Killers: 23% Achievers: 21% PLAYERS WORLD Socialisers: 25% Explorers: 29% INTERACTING

Everyone is a bit of everything• My BARTLE TEST results• Explorer (EAS) • Explorer: 80% • Achiever: 73% • Socializer: 47% • Killer: 0%• http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology

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Transmedia, Gamification, Advergaming

by GAMESbrief on Nov 01, 2011

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Transmedia, Gamification, Advergaming — Presentation Transcript