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Games Are The New Normal (deck from GfK Tech Scouting conference)

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Deck from presentation at GfK Tech Scouting conference 2012 in Berlin.

Deck from presentation at GfK Tech Scouting conference 2012 in Berlin.


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  • Titleslide TBD
  • Titleslide TBD
  • Explosion in number of gamers – 4 years ago WoW was cultural phenomenon with 12M players (today medium sized social game)
  • Emergingmarkets:
  • Motivation = status & competition (brag about your business trips, show how global you are)
  • Victory conditions: collect all the streets towin
  • Transcript

    • 1. « Games Are The New Normal »
    • 2. RAF KEUSTERMANSCo-Founder, CEO Plumbee(Interim) VP Marketing Kobojo 2011Independent Social Gaming Consultant 2010-2011Global Marketing Director Playfish (EA) 2009-2010Marketing Director EMEA Pogo.com (EA) 2008-2009Head of Marketing Western Europe Unibet.com 2005-2008Strategic Planner at BBDO, Grey and Publicis 1998-2005raf@plumbee.comTwitter: @raf_keustermans
    • 3. Games & Gamification Timeline GamificationPONG Social Games1972 1980’s 1994 2005 2007 2010 2012 Brands « Golden Age (re)discover of Arcade XBOX 360 PS3 Games Games »
    • 4. « Games are the new Normal »• Generations since mid°70’s, 80’s grew up with videogames, many of them still play today.• All of them are consumers and potential clients.• A lot of them are today’s decision- makers, managers, influencers.• Game mechanics are not a novelty, it’s ’how it should be’. – Levels – Points – Achievements
    • 5. Social Games Image from CityVille, Zynga
    • 6. Before 2008:- Games = Niche- Big, But Closed Industry- Brands & Non-Gamers Not Welcome
    • 7. Number of gamers exploded:2000: 250M2012: 1B+ • New fast-growing ‘open’ platforms (Fb, iOS) • Metrics-led design, new generation of game devs • Broadband penetration • Free!
    • 8. What Is It?Games using social graphFb/iOS Game Centre/OpenFeint/…No End/No Winner‘Multi-Player’ (real-time or turn-based)Users always aware of others’ activitiesFree (Ad-funded/Virtual Goods) Image from menagamer.com, Restaurant Story
    • 9. Why Should You Care?• 150B minutes spent EVERY MONTH on social games • That’s an average of 25 minutes for everyone on the planet! • Or 3,4M years are spend/wasted on social games every year. • Wow! • Next-Generation Marketing • Gamification, Social media, Earned Media, Conversational, Metrics-Led Design, Micro-Segmentation
    • 10. A diverse audience• 7 to 77• F>M• 30+• ‘Non-Gamers’
    • 11. Emerging Markets!Brazil 2nd largest Fbmarket after US.India #3, Indonesia#4, Turkey #7, Philippines#8
    • 12. Brands Are Welcome!
    • 13. Gamification!Image from Flickr
    • 14. 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 – …
    • 15. 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
    • 16. Gamification ingredientsImage from free-photos.biz
    • 17. 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)
    • 18. 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
    • 19. TripIt - leaderboardsStatus & competition (brag about your business trips, show how ‘global’ you are)Changes dynamics of travel planning.
    • 20. Credit Cards - Levels• Basic but effective Level design• Unclear, vague victory conditions add to status
    • 21. 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)• …
    • 22. B2B - DevHub• Gamified website creation• Make the process fun and rewarding
    • 23. • Badges, Achievements• Characters• ‘Virtual World’
    • 24. And Even Badges Can Work! • Nothing new • Relevant tool if there is a context/meaning
    • 25. Social Interaction• Social Graph• Gifting• Feedback (internal/external)• Status, peer recognition• Communal collaboration• Leaderboard• Self-expression (Avatars, customisation)• Exchange• E.g ‘Share to Unlock’
    • 26. Nike+
    • 27. Victory Conditions• Elimination (wipe out competitors)• Score (most points win)• Race (first player wins)• Territory control (biggest area)• Game-specific rules
    • 28. McDonald’s Monopoly Promotion• Victory = collect the right sets of streets
    • 29. Klout
    • 30. • 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!
    • 31. Raf Keustermans @raf_keustermans www.plumbee.com