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Advertising to gamers, and using gamefication theory to create advergames.

Advertising to gamers, and using gamefication theory to create advergames.

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Gaming Gaming Presentation Transcript

  • Thinking Like A GamerIGAs, Advergames, Gameification,Social Gaming & ARGs
  • What is a gamer?
  • Yep, Maslow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
  • “We’re addicted to gaming because of thesense of achievement, positiveexperiences and connections to the realworld . We’re addicted to gaming becauseof the combination of reality andfantasy.”-Laureie Pawlik-Kienlen, psychologist.
  • In-game advertisingIGA
  • Rules for Marketingto Gamers1. Enhance escapsim2. Don’t be intrusive3. Don’t ask players to leave the game
  • Advergaming
  • Gameification
  • Gameification (according to Wikipedia)• The use of game play mechanics for non-game applications particularlyconsumer-oriented web and mobile sites.• Encourages users to engage in desired behaviors in connection with theapplications.• Makes technology more intriguing.• Takes advantage of humans psychological predisposition to engage in gaming.• Can encourage people to perform chores that they ordinarily consider boring,such as completing surveys, shopping, or reading web sites.
  • LikesFollowersFriendsExperience PointsBadgesLeaderboards
  • Not only looks at how many people subscribe to a twitter feed, but also how often they click onposted links, respond to, list, or retweet that user, and how influential those followers are, all ofwhich can be qualified by specific topics, keywords, and geographic regions, made possiblethrough access to Bit.lys link tracking metrics and Twitters firehose of data. Among themarketers already working with Klout are Starbucks, CoverGirl, Dannon Yogurt, Virgin Americaand Fox.
  • Social Gaming
  • Social Gaming Statistics Over 183 million U.S. residents spend at least an hour a day playing online games.• The social gaming industry brings in nearly $1 billionper year.• More female participants than male.• 35% of which had never played a video game prior togetting into social gaming.• Social games such as FarmVille are responsible for
  • Fun - a definition“Fun comes from learning and mastering new experiences.”Video games, sports and cooking are all examples ofexperiences that create the feeling of “fun.” Key factors thatmake these activities fun are the possibility of failure, theability to improve with practice and feedback thatsignals achievement.” Koster, Ralph. A Theory of Fun for Game Design. New York: Paraglyph Press, 2004.
  • Fun - a review★ possibility of failure★ the ability to improve with practice★ feedback that signals achievement
  • ARGAlternate Reality Gaming
  • Make it immersive.
  • Recognize the leaders
  • Give an opportunityto co-create
  • Give a reason to share.
  • Don’t create campaignsCreate missions
  • Make it challengingBut not too challenging.
  • Rules (A Review)★ Enhance escapsim★ Don’t be intrusive★ Don’t ask players to leave the game★ Create a possibility of failure★ Allow for the ability to improve with practice★ Give feedback that signals achievement★ Give a reason to share★ Make it immersive★ Recognize leaders★ Make it PR worthy★ Don’t create campaigns - create missions★ Give an opportunity to co-create★ Make it challenging★ Give a reward, even if it’s intrinsic
  • Staying on StrategyIn-Class Assignment
  • Brand Ownership WordsCreate a game for one of the following brandsthat reflects its brand ownership:Cheetos: cheeseJeep: adventurous