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Using Gaming Mechanics for Marketing - Raf Keustermans #SMM11
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Using Gaming Mechanics for Marketing - Raf Keustermans #SMM11


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Gamification is one of the hottest buzzwords in online marketing, but what does it really mean? In this insightful session Raf Keustermans, former Global Marketing Director at Playfish (EA), will …

Gamification is one of the hottest buzzwords in online marketing, but what does it really mean? In this insightful session Raf Keustermans, former Global Marketing Director at Playfish (EA), will provide a practical guide to using gaming mechanics for marketing. He will provide innovative ideas for motivating customers to engage and examples of how to reward social media advocates. - #SMM11

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  • 1. Using Game Mechanics For MarketingImage from Flickr
  • 2. RAF KEUSTERMANSIndependent ConsultantVP Marketing (consultant) Kobojo 2011Global Marketing Director Playfish (EA) 2009-2010Marketing Director EMEA (EA) 2008-2009Head of Marketing Western Europe 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
  • 3. 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!
  • 4. Before 2008:- Games = Niche- Big, But Closed Industry- Brands & Non-Gamers Not Welcome
  • 5. Growing importance ofentertainment.Digital entertainment industryrevenues tripled in last decade.
  • 6. FreemiumFree-to-Play
  • 7. 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, …
  • 8. Brands Are Welcome!
  • 9. 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!
  • 10. Zynga/Citi Group Loyalty Scheme
  • 11. AmEx/FarmVilleBranded Virtual Item
  • 12. 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 – …
  • 13. 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
  • 14. Gamification ingredientsImage from
  • 15. 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)
  • 16. 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
  • 17. TripIt - leaderboardsStatus & competition (brag about your business trips, show how ‘global’ you are)Changes dynamics of travel planning.
  • 18. 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)• …
  • 19. Badges Can Work! • Nothing new • Relevant tool if there is a context/meaning
  • 20. Social Interaction• Social Graph• Gifting• Feedback (internal/external)• Status, peer recognition• Communal collaboration• Leaderboard• Self-expression (Avatars, customisation)• Exchange
  • 21. Victory Conditions• Elimination (wipe out competitors)• Score (most points win)• Race (first player wins)• Territory control (biggest area)• Game-specific rules
  • 22. McDonald’s Monopoly Promotion• Victory = collect the right sets of streets
  • 23. EA Sports ActiveVictory & game rules automated: software tells you how well you did (points, challenges)
  • 24. • 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!
  • 25. Raf Keustermans from Flickr