Do we need               to gamify marketing?                             21/11/2012             gunter.blanckaert@microso...
Gunter who?• >11y in the online business @ Microsoft Advertising• Brand Sales Strategy Lead for the European markets• Digi...
Who are you & why are you here?
AGENDA•   Setting the Scene•   Introduction to gaming•   Advergaming•   Play time•   Break•   Gamification
Media             Social                       Search                                        Tablets    Gaming            ...
Who knows Generation G?
Generation G: your future customers“The average young person in a country with a stronggaming culture will have spent 10.0...
Technology/Media adoption in US
Time it took to get to 1M users                                 730 days                    365 days                      ...
Introduction toGaming
More than 20y ago
History of (Console) Video Gaming
Who remembers Arcade Games?        Why wasn’t the ball of pong round?        Make sure to visit:        http://atari.com/a...
Who considers him/herself to be agamer?
… the typical gamer?
Video Game Console Usage                    Males 15-34 yrs average 12                                     Console usage i...
What type of games does aplayer/gamer play?                Most people think of this…
Big Blockbuster Games
Launch of Halo 4“Halo 4” Collects $220 Million In Global Sales In The First 24 Hours OverRecord Sales (…) The “Halo” saga ...
Launch of Call of Duty – Black Ops 2
Launch of Call of Duty – Black Ops 21 month after the release, “Call Of Duty – Black Ops” had been played formore than 600...
So, is gaming good for your healthand well being?
Impact of video games2                 X1.   Too much screen time makes your eyes sight worse2.   Games lead to attention ...
But this is the new face of fun
Games everywhere, for everyoneWorldwide 30,000,000 mobile apps aredownloaded each dayGames are the #1 downloadedcategory o...
Games everywhere, for everyone                      "Angry Birds Star                      Wars(…) Just 2,5               ...
Online Gaming“We invest 3 billion hours weeklyplaying games online.”
MMOG’s
Social Gaming“social games have become the modern “CalgonMoment” for busy women who often feel life spiralingout of contro...
In-game advertising
Advergaming
Advergaming“is the practice of using video games to advertise aproduct, organization or viewpoint ““it is not In-game adve...
Advergaming - examples
Advergaming - examples
Advergaming - examples
McDonalds cross media
Time to play• Go to:  http://pleasurehunt2.mymagnum.com/?lc=en_bePlay the Magnum game & note down the differentgaming elem...
Time to play• Who has a smartphone?• Who has brought his tablet?• Who has his laptop? Take it out of your bag, startup yo...
Intro toGamification
1.    What is Gamification?“Is the use of game mechanics and game designtechniques in non-game contexts.”“The process of g...
What Gamification is not“Particularly in the early days, as the term was gainingtraction, it was a common misconception th...
Gamification is hot“An estimated 70 percent of the top 2,000 publiccompanies in the world will have at least one gamifieda...
2.     Gamification Basics• Just want to have fun• Loyalty evolved• Status - Rewards
Just wanna have fun
Just wanna have fun
Just wanna have fun
Loyalty, a well known tactic
Loyalty, a well known tactic
Loyalty, a well known tactic
SAPS = sytem of rewards•   Status: Badges | Levels & Leaderboard•   Access•   Power•   Stuff
3.        Why do you/people play?•    Mastery•    Destress•    To have fun•    To socialize
How far would you go?
Fun as a social motivator                      FU AS A                                 SOCIAL                             ...
Escape from reality, 007 style
4.   Gamer/Player types
Gamers Motivation4.     /stages of mastery                      Expert                     Proficient                    C...
5.1   Game Mechanics: points
5.1   Game Mechanics: points
5.1   Game Mechanics: points
5.1      Game Mechanics: point system •    Experience points •    Redeemable points •    Skill points •    Karma points • ...
5.1   Reputation point system
5.2   Game Mechanics: Levels                  •   Cfr Pacman                  •   Angrybirds                  •   Donkeyko...
5.3   Game Mechanics: Leaderboards
5.4   Game Mechanics: Badges
OBJECTIVE of these mechanics?                 Long term engagement
Examples toremember
Heineken
Nike: a sports or tech company?
Advergaming - examples
America’s Army
Samsung Nation
BING – Jay-Z
Volkswagen Golf
“Life is a game,don’t forget to play”
“Trying is knowing”
Do we need to gamify advertising?Absolutely as it drives user engagement& satisfaction, but above all: it’s morefun!
Thank you!Gunter Blanckaert@guntblguntbl@microsoft.com
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The Influence of Gamification on Digital Marketing

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The Influence of Gamification on Digital Marketing

  1. 1. Do we need to gamify marketing? 21/11/2012 gunter.blanckaert@microsoft.com | @GuntblPowered by
  2. 2. Gunter who?• >11y in the online business @ Microsoft Advertising• Brand Sales Strategy Lead for the European markets• Digital enthusiast, 24/7 surrounded by technology• Proud father of 3 Generation G kids
  3. 3. Who are you & why are you here?
  4. 4. AGENDA• Setting the Scene• Introduction to gaming• Advergaming• Play time• Break• Gamification
  5. 5. Media Social Search Tablets Gaming Mobile Apps & HTML 5
  6. 6. Who knows Generation G?
  7. 7. Generation G: your future customers“The average young person in a country with a stronggaming culture will have spent 10.000 hours playingonline games by the age of 21”
  8. 8. Technology/Media adoption in US
  9. 9. Time it took to get to 1M users 730 days 365 days 365 days 74 days 28 days 10 days
  10. 10. Introduction toGaming
  11. 11. More than 20y ago
  12. 12. History of (Console) Video Gaming
  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 considers him/herself to be agamer?
  15. 15. … the typical gamer?
  16. 16. Video Game Console Usage Males 15-34 yrs average 12 Console usage is similar hours per week gaming & To TV usage increasing 12.000 900Avg. hours gaming 800 Video Game Average Audience (000) 10.000 Average Audience (000) 700 per Week 8.000 600 500 6.000 400 4.000 300 TV Usage 200 2.000 Game Console Usage 100 0 0
  17. 17. What type of games does aplayer/gamer play? Most people think of this…
  18. 18. Big Blockbuster Games
  19. 19. Launch of Halo 4“Halo 4” Collects $220 Million In Global Sales In The First 24 Hours OverRecord 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 thefirst week.”
  20. 20. Launch of Call of Duty – Black Ops 2
  21. 21. Launch of Call of Duty – Black Ops 21 month after the release, “Call Of Duty – Black Ops” had been played formore than 600 million hours= the equivalent of 68,000 years
  22. 22. So, is gaming good for your healthand well being?
  23. 23. Impact of video games2 X1. Too much screen time makes your eyes sight worse2. Games lead to attention problems & greater distractibility3. Makes you less good in multitasking4. Has the same effect as drinking wine
  24. 24. But this is the new face of fun
  25. 25. Games everywhere, for everyoneWorldwide 30,000,000 mobile apps aredownloaded each dayGames are the #1 downloadedcategory of apps, making up 26% of allmobile app downloadsSources: www.livingthebrand.com, www.interbrand.com, www.brandchannel.com
  26. 26. 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“
  27. 27. Online Gaming“We invest 3 billion hours weeklyplaying games online.”
  28. 28. MMOG’s
  29. 29. Social Gaming“social games have become the modern “CalgonMoment” for busy women who often feel life spiralingout of control around them.”
  30. 30. In-game advertising
  31. 31. Advergaming
  32. 32. Advergaming“is the practice of using video games to advertise aproduct, organization or viewpoint ““it is not In-game advertising, it is not Gamification”
  33. 33. Advergaming - examples
  34. 34. Advergaming - examples
  35. 35. Advergaming - examples
  36. 36. McDonalds cross media
  37. 37. Time to play• Go to: http://pleasurehunt2.mymagnum.com/?lc=en_bePlay the Magnum game & note down the differentgaming elements
  38. 38. Time to play• Who has a smartphone?• Who has brought his tablet?• Who has his laptop? Take it out of your bag, startup your favouritegame and tell your neighbour why you like it so much
  39. 39. Intro toGamification
  40. 40. 1. What is Gamification?“Is the use of game mechanics and game designtechniques in non-game contexts.”“The process of game-thinking and game mechanicsto engage users and solve problems”
  41. 41. What Gamification is not“Particularly in the early days, as the term was gainingtraction, it was a common misconception that simplymaking a branded game was ‘gamification’. This is NOTwhat gamification is about. There are some similaritiesthat could be drawn but the main difference is thatbranded games are about exposure and CTR where asadding gamification to a product is more about increasingengagement and loyalty.”
  42. 42. Gamification is hot“An estimated 70 percent of the top 2,000 publiccompanies in the world will have at least one gamifiedapplication by 2014 (…) the worldwide market will growfrom $242 million in 2012 to $2.8 billion in 2016, withenterprise gamification eclipsing consumergamification in 2013”
  43. 43. 2. Gamification Basics• Just want to have fun• Loyalty evolved• Status - Rewards
  44. 44. Just wanna have fun
  45. 45. Just wanna have fun
  46. 46. Just wanna have fun
  47. 47. Loyalty, a well known tactic
  48. 48. Loyalty, a well known tactic
  49. 49. Loyalty, a well known tactic
  50. 50. SAPS = sytem of rewards• Status: Badges | Levels & Leaderboard• Access• Power• Stuff
  51. 51. 3. Why do you/people play?• Mastery• Destress• To have fun• To socialize
  52. 52. How far would you go?
  53. 53. Fun as a social motivator FU AS A SOCIAL MOTIVATORGet more people to use stairs? Make stairs for FUN!
  54. 54. Escape from reality, 007 style
  55. 55. 4. Gamer/Player types
  56. 56. Gamers Motivation4. /stages of mastery Expert Proficient Competent Advanced beginner Novice
  57. 57. 5.1 Game Mechanics: points
  58. 58. 5.1 Game Mechanics: points
  59. 59. 5.1 Game Mechanics: points
  60. 60. 5.1 Game Mechanics: point system • Experience points • Redeemable points • Skill points • Karma points • Reputation points
  61. 61. 5.1 Reputation point system
  62. 62. 5.2 Game Mechanics: Levels • Cfr Pacman • Angrybirds • Donkeykong • Progress bar: Linkedin
  63. 63. 5.3 Game Mechanics: Leaderboards
  64. 64. 5.4 Game Mechanics: Badges
  65. 65. OBJECTIVE of these mechanics? Long term engagement
  66. 66. Examples toremember
  67. 67. Heineken
  68. 68. Nike: a sports or tech company?
  69. 69. Advergaming - examples
  70. 70. America’s Army
  71. 71. Samsung Nation
  72. 72. BING – Jay-Z
  73. 73. Volkswagen Golf
  74. 74. “Life is a game,don’t forget to play”
  75. 75. “Trying is knowing”
  76. 76. Do we need to gamify advertising?Absolutely as it drives user engagement& satisfaction, but above all: it’s morefun!
  77. 77. Thank you!Gunter Blanckaert@guntblguntbl@microsoft.com

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