Gamify adtech london_2011

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Seminar will outline the size, scope and reach of casual gaming worldwide as well as the role casual games play in people’s lives. We will lead a conversation on the benefits of integrating gaming …

Seminar will outline the size, scope and reach of casual gaming worldwide as well as the role casual games play in people’s lives. We will lead a conversation on the benefits of integrating gaming into your marketing or content strategy and briefly discuss Exent’s long history in this market. We will then review the various ways site owners and marketers have “Gamified” themselves including, but not limited to, Advergaming, content plays, advertising programs, and social gaming. We will end with a look at the future of gaming and its implications.

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  • Positioning: games evangelistshould we use the FRg logo here?
  • Text on the left images on the right
  • Text on the left images on the right
  • add publishers, partners
  • add publishers, partners
  • IA- Kobi, can you embed this movie on your end?IA – delete this or the next slide
  • add publishers, partners
  • add publishers, partners
  • Should we show GTA video?“Emotional response & immersive environment creates an opportunity for users to interact with your brand “
  • get a new boot
  • add publishers, partners
  • add publishers, partners
  • add publishers, partners
  • IA- get a new trophy
  • add publishers, partners
  • add publishers, partners
  • http://sodaspeaks.ning.com/page/digital-marketing-outlook
  • We have a great customer list – companies big and small, across a range of verticals including media, social networking, sales incentives, brand advertisers and more.
  • "I looked at year-over-year [results] and they were huge compared to what Chiquita saw in the past""[Gamification] creates a place people want to come back to time and time again."
  • CK- should we start summarizing?

Transcript

  • 1. Gamify
    WHAT GAMES MEAN TO YOUR CONSUMERS
    AND YOUR MARKETING STRATEGY
  • 2. What was big the last few years?
    In the past few years, did you develop a marketing strategy involving any of these emerging trends?
  • 3. It’s no surprise…
    40% of total usage time on Facebook is playing games
    14.7hrs/mo.
    iPhone users spend 14.7 hours/mo. playing games
    84% of tablet users are playing games… that’s #1 activity by A LOT
    #1
    Games are the most popular apps on Android, 93% are even willing to pay for games
  • 4. …games are part of human nature
    Nefertari playing Senet
    Painting in tomb of Egyptian Queen Nefertari(1295-1255 B.C.).
    A set of Egyptian dice
    Cubic dice have been found dating back to 5000 B.C.
  • 5. Over 1 billion casual gamers worldwide
    HOW MUCH IS A BILLION?
    • If gamers were a nation, they would be the 3rd largest nation in the world
    • 6. That’s more people than watched the last world cup
    • 7. That’s more than vehicles on the whole planet!
    If games aren’t part of your marketing mix, you are missing an opportunity to connect with 1 billion people worldwide.
  • 8. Agenda
    TODAY’S GOAL: HELP YOU BUILD A MARKETING PLAN LEVERAGING GAMES.
    • The importance of games as part of a consumer marketing strategy
    • 9. Introduction and assessment of the current game-based marketing applications
  • About exent
    Exent is a global leader in digital distribution with over 15 years of experience bringing games and players together. Exent is the #1 Games on Demand provider in the world.
    THREE MAIN PRODUCT LINES
    GAMETANIUM ON DEMAND
    FREERIDE GAMES
    GAMETREAT
    GameTanium offers premium subscription all-you can eat access to the best games on PC, Mobile, Tablets, and TV. GameTanium gives gamers the Freedom to Play.
    With over 400 full-version premium games, FreeRide Games™ is the ultimate FREE destination for millions of casual gamers.
    The GameTreat™ web app allows website owners to offer casual games to site visitors for FREE! Simple to customize and embed, GameTreat gets websites "in the game" in minutes.
  • 10. About exent
    25 SERVICES 18 COUNTRIES
    OVER 150 PUBLISHERS
  • 11. Gamify your marketng
    Advertise around
    games
    Advertise in game
    Advergames
    Full game offering
    Gamification
    Games can be integrated into your marketing mix in many ways; ultimately you will decide which is best suited to your campaign’s goals.
  • 12. around-game ads
  • 13. Advertise around games
    WHERE TO LOOK
    SITES
    NETWORKS
  • 14. Advertise around games
    AVAILABLE OPTIONS
    Video Pre/Mid/Post roll
    Banners around
    Skin
  • 15. GameSkinTM
  • 16. The breakdown: ads around games
    What to expect
    Main benefits
    • Pre/Mid/Post roll video units
    • 17. IAB standard units
    • 18. limited custom sponsorship opportunities
    • 19. Improved click-through rates
    • 20. Reach
  • in-game ads
  • 21. In-game ads
    WHO’S DOING IT?
    CLASSIC
    SOCIAL
  • 22. In-game ads: what are the options?
    In-game billboard
    Gamers like relevant ads.
    Texture change
    Grand Theft Auto with vending machines
    Emotional response
    The perfect stage can be set creating a unique opportunity for users to interact with your brand.
  • 23. Advertise in-games
    SPONSORING VIRTUAL ITEMS IN SOCIAL AND MOBILE GAMES
    Virtual items function as peer-to-peer interaction tools.
    UTILITY/
    CONSUMABLE ITEMS
    STATUS SYMBOL ITEMS
    When done correctly, sponsored items create powerful associations likeNike shoes help me run faster.
  • 24. Case study:
    MORE ENGAGING THAN YOUTUBE
    + 50% of Facebook logins are to play games
    20% have paid cash for in-game benefits
    56 million users play games on FB daily
    19% say they are addicted to FB games
    53% have earned and/or spent VC in a social game
    28% have purchased VC with real-world money
  • 25. Case study:
    IN-GAME VIDEO AND BRAND ENGAGEMENTS
    Facebook credits as an incentive to view video. User is Prompted toEarn Virtual Currency (e.g. Facebook Credits) by Watching a Video – Through an In-Game Icon, Banner or Message
    Message
    Message
    Icon
    * User must accept by clicking on the icon / message in order to initiate the video
  • 26. Case study:
    CASE STUDIES:
    30%
    23%
    24%
    15%
  • 27. The breakdown: in-game ads
    What to expect
    Main benefits
    • Over 80 studies showing lift and brand awareness and attitude towards the brand
    • 28. High correlation between in-game ads and consumer action (Comscore Ad Effx Nov 2009)
    • 29. 280 percent increase in visits to a TV channel’s Web site;
    • 30. 125 percent increase in search queries for a movie rental brand and 57 percent spike in visits to its Web site; and
    • 31. 17 percent increase in visits to entertainment sites after seeing ads for a particular movie.
    • 32. Users become unpaid brand ambassadors, conducting your message to their social graph.
  • Advergaming
  • 33. Case study: Koko Digital
    Project: Chris Moyle’s Parody Album
    Performance: 2 million hits in 6 months
    Game Developer: Koko Digital
    Main URL: http://www.chrismoylesgame.com
    Chris Moyle’s “The Parody Album”
    Parody Island is an Advergame developed by Koko Digital which allows you to play a game while listening to select tracks from the upcoming album.
    Level selection
    Each level showcases a different song from the upcoming album. You can listen to tracks and buy the album from within the game. Scores are published on leaderboards.
    Goal-driven paths
    Completing level objectives unlocks new tracks
    and harder levels.
  • 34. Full game offering
  • 35. Full game offering
    WHO’S DOING IT?
  • 36. Full game offering
    Monetize the audience
    not the content
    • Games are a part of human nature
    • 37. When they leave your site, they go to play elsewhere
  • Engage your site visitors by embedding contextually relevant games that reinforce your brand’s core message
    Choose
    The games that best fit your brand.
    Embed
    The games into your site within minutes.
    Engage
    audiences and see your brand awareness grow!
  • 38. GameTreat on flare.com
    • 100% free
    • 39. Customized to Flare look & Feel
    • 40. Contextual placement on the site channels
    • 41. Increases dwell time
    • 42. Viral traffic to site (score sharing)
  • The breakdown: full game offering
    OFFER USERS ON YOUR BRAND SITE A FULL GAME OFFERING
    What to expect
    Main benefits
    • Make your site feel more like a destination
    • 43. Social perks
    • 44. Repeat visits, increased dwell time and
    • 45. Increased engagement and perceived value to consumers
    • 46. Interactive, 2-way link between consumers and brands
    • 47. Aggregation instead of creation
    • 48. Hit-driven business
    • 49. Faster time to market; lower risk
    • 50. Low investment
    • 51. Dramatically improve dwell time
    • 52. Being “vertical” when offering relevant content
    • 53. Food games, fashion games
  • Gamification
  • 54. 32
    9/21/2011
    120 Million
    people around the world are accruing points, leveling up, and earning rewards.
    ?
    (And they’ll go out of their way to stick with the vendor where they have the most points and status.)
  • 55. The world’s biggest coffee chain
    is rewarding users with virtual points and virtual badges for visiting their retail stores.
  • 56. 34
    9/21/2011
    85 Million
    People were earning virtual points, leveling up, decorating virtual spaces, and earning achievements every month. On virtual farms.
    ?
    (That’s the entire population of New York City. Times 10.)
  • 57. ?
    Gamification
    35
    9/21/2011
    What’s their secret?
  • 58. ga∙mi∙fi∙ca∙tion[gay-muh-fi-kay-shuhn]
    integrating game dynamics into your site, service, community, content or campaign, in order to drive participation.
  • 59. Gamificationplatfroms
    Who’s doing it?
  • 60. Any kind of participation
  • 61. 39
    9/21/2011
    Participation
    Builds lasting relationships &
    Impacts fundamental business objectives
    Customers
    Students
    Employees
    Fans
  • 62. Gamification drivesparticipation.
    Participation drivesbusiness value.
    40
  • 63. FARMVILLE
    GAME DYNAMICS EXAMPLE
  • 64. Virtual Points
    Level
    Up
    Virtual Farm
    Avatar
  • 65. Challenges
  • 66. 44
    9/21/2011
    Gamification satisfies human desires
  • 67. 45
    9/21/2011
    Who’s using gamification?
  • 68. 46
    46
    9/21/2011
    55%
    Increase in Participation on a social network.
    20%
    Increase in Time on Site on a community site.
    400%
    Increase in Page Views on a portal site.
  • 69. Heavy Users (%)
    5x
    Increase in the number of heavy users on a portal site
    Community Members
    (thousands)
    19%
    Increase in the members of a brand community site in 6 weeks.
  • 70. WAY TO RIO
    EMPOWER + CHIQUITA
  • 71.
  • 72. 50
  • 73. 51
  • 74. Results
    "I looked at year-over-year [results] and they were huge compared to what Chiquita saw in the past"
    "[Gamification] creates a place people want to come back to time and time again."
    http://www.1to1media.com/view.aspx?DocID=32943&PreviewMode=full&alias=bestpractice
  • 75. The breakdown: gamification
    What to expect
    Main benefits
    • Increased brand awareness, loyalty
    • 76. Intrinsic human interest & dangling carrots
    • 77. Goal-oriented, guided paths
    • 78. Highly addictive; leverages flow states
    • 79. Bring fun to consumerism.
    • 80. Deep reward systems
    • 81. Highly engaging
    • 82. Most valuable associations can be made via gamification
    • 83. Important “win” utility/brand association within users
    • 84. Ford SmartGauge Eco-Driving
    • 85. Me + brand = rewards
    • 86. Physical redemption
    • 87. Psychological achievement
    • 88. Social acknowledgement
    • 89. Extremely valuable retention tool, e.g., “must fly delta for SkyMiles,” and “only 5 cartons away from a Tropicana-sponsored tropical vacation!”
    • 90. Whollistic marketing applications, not just digital!
  • The next step
    Offering advertisers and publishers a coupled gamification platform with game offering
  • 91. Thank you.
    Kobi Edelstein, VP/GM, exentMedia