Using Gaming Mechanics for Marketing - Raf Keustermans #SMM11

Using Game Mechanics For MarketingImage from Flickr

RAF KEUSTERMANSIndependent ConsultantVP Marketing (consultant) Kobojo 2011Global Marketing Director Playfish (EA) 2009-2010Marketing Director EMEA Pogo.com (EA) 2008-2009Head of Marketing Western Europe Unibet.com 2005-2008Project Manager & Strategic Planner at BBDO, Grey andDuvalGuillaume (Publicis Groupe) 1998-2001 / 2002-2005Co-Founder start-up (Cyganet - online community tools &services) 2001-2002raf.keustermans@gmail.comTwitter: @raf_keustermans

Number of gamers exploded:2000: 250M2011: 1B+ • New fast-growing ‘open’ platforms (Fb, iOS) • Metrics-led design, new generation of game devs • Broadband penetration • Free!

Before 2008:- Games = Niche- Big, But Closed Industry- Brands & Non-Gamers Not Welcome

Growing importance ofentertainment.Digital entertainment industryrevenues tripled in last decade.

FreemiumFree-to-Play

Why Should You Care?• 150B minutes spent EVERY MONTH on social games • That’s an average of 10 minutes for everyone on the planet! • Or 3,4M years are spend/wasted on social games every year. spend/ year. • Wow! • Next-Generation Marketing • Gamification, Social media, Earned Media, Conversational, Metrics-Led Design, …

Brands Are Welcome!

Brands have different options• Work with game studios and/or existing games – In-game advertising, sponsorship – Partnership (use Game coins in your loyalty scheme) – Licensing (create a branded game or integrate your brand in a game)• Understand the power of game mechanics to improve your (non-game) business – Gamification!

Zynga/Citi Group Loyalty Scheme

AmEx/FarmVilleBranded Virtual Item

Gamification?• Gamification is the use of game mechanics for non-game applications/businesses.• Game mechanics: – Level structure – Reward (feedback) systems: points, badges, … – Competitive elements (leaderboards, tournament) – Appointment mechanics – Virtual currency – …

It’s not (always) about making stuff FUN Gamification =! Making a game Gamification =! Making a boring business/activity more fun Gamification = using game elements or mechanics to improve businesses or experiences

Gamification ingredientsImage from free-photos.biz

1. What motivates the user/customer?2. What are the mechanics/rules?3. Is there Social Interaction?4. How do you Win/Level Up? (victory conditions)

What motivates the user?• Power• Personal development• Being recognised, Status• Curiosity, learning, creating• Winning (prizes, cash)• Competition• Affiliation, social interaction (‘making friends’)• Ownership, control• Achievement

TripIt - leaderboardsStatus & competition (brag about your business trips, show how ‘global’ you are)Changes dynamics of travel planning.

Game mechanics• Resource Management• Auction• Luck, Random elements• Time (against the clock)• Rewards (badges, points, achievements)• Risk (penalty vs reward)• Levels• Collecting• Leaderboard• Points, Virtual Currency• Capture (remove opponent’s tokens/resources)• Appointment mechanics (come back in 15 minutes or else)• …

Badges Can Work! • Nothing new • Relevant tool if there is a context/meaning

Social Interaction• Social Graph• Gifting• Feedback (internal/external)• Status, peer recognition• Communal collaboration• Leaderboard• Self-expression (Avatars, customisation)• Exchange

Victory Conditions• Elimination (wipe out competitors)• Score (most points win)• Race (first player wins)• Territory control (biggest area)• Game-specific rules

McDonald’s Monopoly Promotion• Victory = collect the right sets of streets

EA Sports ActiveVictory & game rules automated: software tells you how well you did (points, challenges)

• Criticism: – ‘Pointsification’ – Fluffy metrics (‘engagement’) – Re-inventing loyalty systems – Ugly word• Most gamification projects are ‘glorified loyalty programmes’.• Game mechanics can’t fix broken businesses!

Raf Keustermans raf.keustermans@gmail.com twitter.com/raf_keustermansImage from Flickr

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Using Gaming Mechanics for Marketing - Raf Keustermans #SMM11

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