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30032010   Gaming And Addiction Final
 

30032010 Gaming And Addiction Final

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  • Explain the flow There is an overwhelming number of opportunities Marketing is about making choices Your vision is your starting point to make these choices.
  • Explain the flow There is an overwhelming number of opportunities Marketing is about making choices Your vision is your starting point to make these choices.

30032010   Gaming And Addiction Final 30032010 Gaming And Addiction Final Presentation Transcript

  • Lunchtime-debate Gaming and Addiction You have only one life left in the reputation game April 7 th 2010 Tim de Boer | Arthur van Buitenen | Maurits Blok | Andrada Morar | Annisa Arishti
  • Question What are you addicted to?
  • Gaming and Addiction Hype or issue?
  • Tom Bissell was an acclaimed, prize-winning young writer. Then he started playing the video game Grand Theft Auto . For three years he has been cocaine addicted , sleep deprived and barely able to write a word . Any regrets? Absolutely none…
  •  
    • The perception of the outside world
    • Why you only have one life left
    • Will the issue be harmful to your industry?
    • How other industries handled
    • What have you done so far?
    • Short debate
    • Translation into how-to scenario’s
    Agenda
  • The perception of the outside world
  • The perception of the outside world
  • The perception of the outside world
  • The perception of the outside world Members of the committee are particularly worried about on-line games, which are easy to download onto a PC or a mobile phone, making parental control harder.
  • The perception of the outside world
  • The perception of the outside world
  • The Guardian, UK 08/10/2010 The Local, Sweden, 16/09/2009 The perception of the outside world Gezondheidsblog, Belgiium, 07/04/2010
  • … even cartoon characters can get addicted
    • About reputation
    • Consumers
    • Media
    • Blogs
    • Politics
    Why you have only one life left
  • Why you have only one life left Reputation management
  • Onteend aan Charles Fombrun – “The reputation quotient” 6. Social responsibility Environmental responsibility Community responsibility 4. Products & services Quality Relevant Innovative 2. Vision & leadership Clear vision for the future 1. Financial performance Record of profitability Low risk investment Outperforms competitors Growth prospects 3. Workplace environment Team spirit Fair rewards 5. Emotional appeal Feel good about Admire and respect REPUTATION IS ABOUT TRUST Reputation Drivers Why you have only one life left
  • Who owns the issue? Why you have only one life left
  • It’s not about addiction, it’s all about your reputation… Why you have only one life left
  • Will the issue be harmful to your industry?
    • Six scenario’s
    • Ban (Call TV)
    • Extreme regulation (Alcohol and tobacco)
    • Levy’s (CD’s / DVD’s)
    • Self regulation (Fast food hamburgers)
    • Tolerate (Marijuana)
    • Nothing happens (Business as usual)
  • Is it Gambling or Gamebling? Will the issue be harmful to your industry?
  • How other industries handled
    • Two examples:
    • Gain (Concerts, MP3-players)
    • Enjoy Responsibly (Beer)
  • How other industries handled
  • What have you done so far? Quick inventory
  • Debate
      • How many lives do you have in the reputation game?
      • Gamer or industry. Who’s addicted?
      • Is an industry selling perception struggling with its reflection?
  • Translation into ‘How-to scenario’s’ Should you take an active role? And if so, how? As individuals or as an industry?
  • Maurits Blok Managing Partner Ketchum Pleon bv +31 20 487 4000 [email_address] www.ketchumpleon.nl Contact