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Transmedia, Gamification, Advergaming


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  • 1. Transmedia, gamification,advergaming and other buzzwords Nicholas Lovell GAMESbrief October 27th, 2011
  • 2. Nicholas Lovell, GAMESbrief • Author, How to Publish a Game, GAMESbrief Unplugged Volumes 1 &2 • Director, GAMESbrief ( • Clients include Atari, Channel 4, Channelflip, Firefly, IPC, nDreams, Rebellion and Square Enix • @nicholaslovell / @gamesbrief
  • 3. Subscribe to the blog
  • 4. This is a game
  • 5. This is not a game
  • 6. This is a game
  • 7. This is not a game
  • 8. This is a game
  • 9. This is not a game
  • 12. Advergaming =a brand paying a developer to make a game
  • 13. 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
  • 14. Marketing budget >= dev budget Development budget: $50 m Launch budget: $200 m
  • 15. Transmedia =taking a media property and extending it into a different medium.
  • 16. 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
  • 17. My latest transmedia (ugh!) project
  • 18. Stop! When transmedia attacks
  • 19. 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
  • 20. In-game advertising = a (largely discredited) attempt to bringtelevision-style advertising to big-budget games
  • 21. Burnout Paradise
  • 22. 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
  • 23. Branded virtual goods 2 million Facebook fans in 24 hours
  • 24. Game making =making games
  • 25. 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?
  • 26. Gamification
  • 27. My definition of gamification“Using game-like mechanics to improve a business process, or customer experience, or profits”
  • 28. Some rules
  • 29. Rule 2: Know what you are trying to achieve
  • 30. 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
  • 31. Rule 3: Be prepared not to gamify
  • 32. 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
  • 33. Rule 8: Beware unintended consequences
  • 34. Rule 8: the target, or the objective? Q&A
  • 35. Rule 9: Make it personal
  • 36. Rule 9: Intrinsic versus extrinsic
  • 37. Rule 10: Gamification is a process, not a project
  • 38. Rule 10: change your attitude• Spend 50% of your marketing budget after launch• Once you start, never stop
  • 39. 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.
  • 40. Thank you nicholas@gamesbrief.com rules-of-gamification/ Buy my books
  • 41. Killers, Achievers,Explorers, Socialisers
  • 42. Killers• Competition• Tests of skill• PvP• Ganking and griefing• It’s all about “beating” another human
  • 43. 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
  • 44. 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
  • 45. Socialisers• Friends• Community• Communication• It doesn’t matter what they do as long as they do it with friends
  • 46. The Player Interest Graph ACTING Killers: 23% Achievers: 21% PLAYERS WORLD Socialisers: 25% Explorers: 29% INTERACTING
  • 47. Everyone is a bit of everything• My BARTLE TEST results• Explorer (EAS) • Explorer: 80% • Achiever: 73% • Socializer: 47% • Killer: 0%•