Do we need to Gamify (Digital) Marketing?

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The influence and importance of gamification on digital marketing

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Do we need to Gamify (Digital) Marketing?

  1. 1. Do we need to gamify (digital) marketing? Gunter Blanckaert Twitter: @Guntbl 08/01/2013
  2. 2. A Typical Day at the Office
  3. 3. Gunter who? • >12y in the online business @ Microsoft Advertising • Brand Strategy Lead for the European markets • Digital enthusiast, 24/7 surrounded by technology • Proud father of 3 Generation G kids
  4. 4. Who are you & why are you here? Why are you here? What are your expectations?
  5. 5. Table of content • • • • • • • Setting the Scene Gaming for dummies Advergaming Play time Break Gamification Basics Examples/cases
  6. 6. Media Search Social Tablets Gaming Mobile Apps & HTML 5
  7. 7. Who knows Generation G?
  8. 8. Generation G: your future customers “The average young person in a country with a strong gaming culture will have spent 10.000 hours playing online games by the age of 21”
  9. 9. Why is Gaming so important for Gen G 1. Urgent optimism: gamers always believe an epic win is possible 2. Keeping a tight, social fabric > we’ll have a better connection after playing a game together, even if we loose – value the same goal > stronger social relationships 3. Blissful productivity: we’re happier working hard 4. Epic meaning: aspiring mission, human planetarian scale
  10. 10. Time it took to get to 1M users 730 days 365 days 365 days 74 days 28 days 10 days
  11. 11. Introduction to Gaming
  12. 12. Exercise: what’s your gaming history?
  13. 13. Who remembers Arcade Games? Why wasn’t the ball of pong round? Make sure to visit: http://atari.com/arcade#!/arcade/
  14. 14. Who remembers Donkey Kong?
  15. 15. Who remembers Commodore 64?
  16. 16. Who remembers Sega Master?
  17. 17. Who remembers Nintendo Gameboy?
  18. 18. Who remembers Messenger Games?
  19. 19. Who remembers PSP?
  20. 20. Today
  21. 21. Who considers him/herself to be a gamer?
  22. 22. Console Usage Males 15-34 yrs average 12 hours per week gaming & increasing Console usage is similar To TV usage 900 Average Audience (000) 800 10.000 700 8.000 600 500 6.000 400 4.000 2.000 0 300 TV Usage Game Console Usage 200 100 0 Video Game Average Audience (000) Avg. hours gaming per Week 12.000
  23. 23. Males 18 – 34, not alone anymore
  24. 24. What type of games does a gamer play? Most people think of this…
  25. 25. Big Blockbuster Games
  26. 26. Launch of Halo 4 - 2012 “Halo 4” Collects $220 Million In Global Sales In The First 24 Hours Over Record Sales (…) The “Halo” saga eclipses the biggest movie launch in U.S. box office history; on track to reach over $300 million in global sales in the first week.”
  27. 27. Launch of GTA - 2013 “GTA 5 made a staggering $800m on its first day, beating Call of Duty: Black Ops 2, which earned $500m upon its debut.”
  28. 28. Launch of Call of Duty – Black Ops 2
  29. 29. But this is the new face of fun
  30. 30. Games everywhere, for everyone Worldwide 30,000,000 mobile apps are downloaded each day Games are the #1 downloaded category of apps, making up 26% of all mobile app downloads Sources: www.livingthebrand.com, www.interbrand.com, www.brandchannel.com
  31. 31. Games everywhere, for everyone "Angry Birds Star Wars(…) Just 2,5 hours after its November 8 release, "Angry Birds Star Wars" rose to the No. 1 paid iPhone app“
  32. 32. Online Gaming “We invest 3 billion hours weekly playing games online.”
  33. 33. MMOG’s
  34. 34. Social Gaming “social games have become the modern “Calgon Moment” for busy women who often feel life spiraling out of control around them.”
  35. 35. In-game advertising
  36. 36. Advergaming “is the practice of using video games to advertise a product, organization or viewpoint “ “it is not In-game advertising, it is not Gamification”
  37. 37. Advergaming - examples
  38. 38. Advergaming - examples
  39. 39. Advergaming - examples
  40. 40. Advergaming - examples
  41. 41. McDonalds cross media
  42. 42. Exercise: Time to play • Who has a smartphone? • Who has brought his tablet? • Who has his laptop? Take it out of your bag, give it to your neighbour and show them your favourite game Tell them why you like it
  43. 43. Intro to Gamification
  44. 44. 1. What is Gamification? “Is the use of game mechanics and game design techniques in non-game contexts.” “The process of game-thinking and game mechanics to engage users and solve problems”
  45. 45. What Gamification is not “Particularly in the early days, as the term was gaining traction, it was a common misconception that simply making a branded game was ‘gamification’. This is NOT what gamification is about. There are some similarities that could be drawn but the main difference is that branded games are about exposure and CTR where as adding gamification to a product is more about increasing engagement and loyalty.”
  46. 46. Gamification is hot “An estimated 70 percent of the top 2,000 public companies in the world will have at least one gamified application by 2014 (…) the worldwide market will grow from $242 million in 2012 to $2.8 billion in 2016, with enterprise gamification eclipsing consumer gamification in 2013”
  47. 47. Gamification is hot
  48. 48. 2. Gamification Basics • Just want to have fun • Loyalty evolved • Status - Rewards
  49. 49. Just wanna have fun
  50. 50. Just wanna have fun
  51. 51. Just wanna have fun
  52. 52. Loyalty, a well known tactic
  53. 53. Loyalty, a well known tactic
  54. 54. Loyalty, a well known tactic
  55. 55. The future of loyalty is social
  56. 56. SAPS = system of rewards • • • • Status: Badges | Levels & Leaderboard Access Power Stuff
  57. 57. Extrinsic vs Intrinsic rewards • Extrinsic rewards (prizes, cash, discounts, offers) should be aligned with intrinsic rewards – Intrinsic Rewards (self-motivational) – Extrinsic Rewards (carrot/stick principle)
  58. 58. 3. • • • • Why do you/people play? Mastery Destress To have fun To socialize
  59. 59. Destress
  60. 60. Destress & socialize
  61. 61. FU AS A Fun as a social motivator SOCIAL MOTIVATOR Get more people to use stairs? Make stairs for FUN!
  62. 62. FU AS A Fun as a social motivator SOCIAL MOTIVATOR
  63. 63. Escape from reality, 007 style
  64. 64. 4. • • • • Gamer/Player types Explorers Achievers Socializers Killers
  65. 65. 4. Excercise • Who do you think makes up for the biggest portion of the poulation? Why? • What type are you? • Can you give examples of games typical for the different types?
  66. 66. 4. Gamer/Player types Achievers Explorers Killers Socializers
  67. 67. Excercise: what game mechanics do you know or would you use for your assets?
  68. 68. 5.1 Game Mechanics: points
  69. 69. 5.1 Game Mechanics: points
  70. 70. 5.1 Game Mechanics: points
  71. 71. 5.1 • • • • • Game Mechanics: point system Experience points Redeemable points Skill points Karma points Reputation points
  72. 72. 5.1 Reputation point system
  73. 73. 5.2 Game Mechanics: Levels • • • • Cfr Pacman Angrybirds Donkeykong Progress bar: Linkedin
  74. 74. 5.3 Game Mechanics: Leaderboards
  75. 75. 5.4 Game Mechanics: Badges
  76. 76. OBJECTIVE of these mechanics? Long term engagement
  77. 77. Examples to remember
  78. 78. Nike: a sports or tech company?
  79. 79. Autodesk: Gamified Trial • 54% increase in trial usage, • 15% increase in buy clicks, and a • 29% increase in channel revenue per trial start
  80. 80. Autodesk case: learnings 1. Decide who your audience 2. Identify the type of behavior you want to drive from that target audience. 3. Look at the experience from the player’s perspective. 4. Pace your content by breaking into sections to keep gamers engaged and to easily keep track of goals or trophies earned throughout the trial. 5. Have some fun and outline any Easter egg achievements you’re going to give away 6. Find the right technology to fit your story
  81. 81. Branded Apps: Heineken
  82. 82. Branded Apps: Domino Pizza
  83. 83. STEP 2: increased engagement
  84. 84. STEP 2: increased engagement • 135% Increase in referral traffic from Facebook • 300% Increase in revenue from Facebook-referred visitors • 600% Increase in images & videos upload to social content
  85. 85. Samsung Nation: Social Loyalty
  86. 86. Gamification & Social Media • Make it fun & engaging • Bring people back, possibly multiple times a day • Gamified Social experience > Fans become brand ambassadors
  87. 87. Moosejaw: real-time pricing “In less than 15 minutes, they sold over five hundred $10 Moosejaw gift cards. Consumers then took those $10 gift cards and, on average, made purchases of $66, a 560% return on investment.”
  88. 88. Extraco Bank: boost conversions Used gamification technique to help ease the pain of the news that free checking was going to go away for certain customers.
  89. 89. Excercise Think about your digital assets? Where could you apply a gamified experience?  split up in groups & come up with an idea
  90. 90. Excercise • What is the reason for gamifying your product or service? • How does it benefit users? • Will they enjoy it? • What are your business goals? • How do you get users to fulfill those business goals? • What actions do you want users to take?
  91. 91. Integrated, gamified marketing campaign examples
  92. 92. Ford Escape 2013
  93. 93. BING – Jay-Z
  94. 94. Volkswagen Golf
  95. 95. “Life is a game, don’t forget to play”
  96. 96. “Trying is knowing”
  97. 97. Do we need to gamify digital marketing? Absolutely as it can - Drive user engagement & satisfaction, - Create loyalty - Increases revenue - Boost social sharing
  98. 98. “Gamers tend to be more motivated than non-gamers to be connected to others, and they display a higher than average propensity to interact with brands on social networks…” Adam Kleinberg for Mashable
  99. 99. Thank you! Gunter Blanckaert @guntbl gunter.blanckaert@microsoft.com Gunter@hotmail.be

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