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The Power of Games

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The deck to my talk "The Power of Games" held today ( 27 Oct 2011) at Games for Brands in London, UK.

The deck to my talk "The Power of Games" held today ( 27 Oct 2011) at Games for Brands in London, UK.

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The Power of Games The Power of Games Presentation Transcript

  • Games for Brands London - 27 Oct 2011The Power of GamesHow Games canHarness Brands Volker Hirsch (@vhirsch) Director, Research In Motion http://www.radian6.com/wp-content/uploads/2010/01/Beach-Body-pic-1024x868.png
  • What are Brands in for?
  • Sell orElse ... David Ogilvy View slide
  • Human Value Drivers: SexHope MoneyBelongingFeeling ImportantSecurityGetting more out of Life View slide
  • Quid Pro Quo The exchange of valuable consideration [...] required for the formation of a valid contract between individuals. This requirement of mutual consideration, or the exchange of something of value, indicates the sincerity of the parties intent to adhere to the contract between them.http://legal-dictionary.thefreedictionary.com/quid+pro+quo
  • Experience Economy B Joseph Pine II & James H Gilmore, “The Experience Economy” (1999)http://the4thstage.com/wp-content/uploads/2008/05/prod-development-ux-team-plan-2008pptx1.jpg
  • Experience is about emotions.Emotions are not aboutconsumers; they are abouthuman beings.Digital media has a higherK-factor than anything before.
  • Result:DigitalDarwinism Charles Darwin
  • Social alters perceptions, and itdoes so faster than you canimagine.
  • Q: What is your brand essence?
  • 74% of all buying decisions are made on a friend’s recommendation Source: Bain Consultinghttp://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpg
  • What is Social?
  • Social refers to theinteraction of organismswith other organisms and totheir collective co-existence[...]Source: Wikipedia
  • http://commons.wikimedia.org/wiki/File:Bhgs_crowd.jpg
  • What is a Social Game?
  • Metric-driven design
  • Sources & Sinks $$ $http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpghttp://en.wikipedia.org/wiki/File:Fountain_by_slonecker.jpg http://upload.wikimedia.org/wikipedia/en/4/46/Storm_Drain_Dryden.JPG
  • Social?http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpg
  • Social Games Seem Not So Social... And remember: you got to be social
  • Quid Pro Quo The exchange of valuable consideration [...] required for the formation of a valid contract between individuals. This requirement of mutual consideration, or the exchange of something of value, indicates the sincerity of the parties intent to adhere to the contract between them.http://legal-dictionary.thefreedictionary.com/quid+pro+quo
  • Coercion is Evil ...http://www.theargonath.cc/characters/saruman/pictures/saruman2.jpg
  • The right message for you? Bernie MadoffCourtesy of the US Department of Justice
  • You need context!http://flickr.com/photos/nolifebeforecoffee/124659356/
  • Object-Centered Sociality Jyri Engeström Founder, Jaiku & Ditto Prof Dr Karin Knorr-Cetina, Sociologisthttps://svn-create.freedesktop.osuosl.org/public/create/docs/logo/images/light_bulb_off3.jpg
  • ObjectSocial is interaction in contexthttp://upload.wikimedia.org/wikipedia/commons/e/e0/Petanque_players_in_Cannes_(France)_2003.jpg
  • Make sure you’re relevanthttp://gapingvoid.com
  • So maybe not this...
  • ... or this...http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpg
  • Games are ideal for brands:- Intrinsically interactive.- Less intrusive than other marketing tools.- The Brand takes centre stage: shine!- Creating fanatics: Love it, recommend it.
  • ... but ...
  • Engage where it matters!http://www.windsorfinejewelers.com/media/catalog/product/cache/1/image//t/a/tacori-platinum-round-diamond-semi-mount-engagement-ring.jpg
  • How to Engage: Interaction where it matters • Mechanics that make sense: for the brand, for the for the brand message and for the user. • Features that foster interaction. • Rewards that are relevant to the brand and the user.• Activate friend networks: finding, gifting, comparing - create and foster fanatics!Encourage exchange with people that matter
  • Use the right toolsHint...
  • http://upload.wikimedia.org/wikipedia/commons/9/9c/Red_Porsche_Killer_Kiel2007.jpg http://theinspirationroom.com/daily/print/2009/3/Berger_Natural_Finish.jpg
  • Reminder: Quid Pro Quo The exchange of valuable consideration [...] required for the formation of a valid contract between individuals. This requirement of mutual consideration, or the exchange of something of value, indicates the sincerity of the parties intent to adhere to the contract between them.http://legal-dictionary.thefreedictionary.com/quid+pro+quo
  • Thank you! +44 7795 970 191 @vhirsch / @scoreloop vhirsch@rim.com http://scoreloop.com http://blackberry.com