« Games Are The New Normal »
RAF KEUSTERMANSCo-Founder, CEO Plumbee(Interim) VP Marketing Kobojo 2011Independent Social Gaming Consultant 2010-2011Glob...
Games & Gamification Timeline                                                          GamificationPONG                   ...
« Games are the new Normal »• Generations since mid°70’s, 80’s grew up with  videogames, many of them still play today.• A...
Social Games               Image from CityVille, Zynga
Before 2008:- Games = Niche- Big, But Closed Industry- Brands & Non-Gamers Not Welcome
Number of gamers exploded:2000: 250M2012: 1B+   •   New fast-growing ‘open’ platforms (Fb, iOS)   •   Metrics-led design, ...
What Is It?Games using social graphFb/iOS Game Centre/OpenFeint/…No End/No Winner‘Multi-Player’ (real-time or turn-based)U...
Why Should You Care?• 150B minutes spent EVERY MONTH on social games   •   That’s an average of 25 minutes for everyone on...
A diverse audience•   7 to 77•   F>M•   30+•   ‘Non-Gamers’
Emerging Markets!Brazil 2nd largest Fbmarket after US.India #3, Indonesia#4, Turkey #7, Philippines#8
Brands Are Welcome!
Gamification!Image from Flickr
Gamification?• Gamification is the use of game mechanics for  non-game applications/businesses.• Game mechanics:  –   Leve...
It’s not (always) about making stuff FUN                 Gamification =! Making a game                 Gamification =! Mak...
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 W...
What motivates the user?•   Power•   Personal development•   Being recognised, Status•   Curiosity, learning, creating•   ...
TripIt - leaderboardsStatus & competition (brag about your business trips, show how ‘global’ you are)Changes dynamics of t...
Credit Cards - Levels•   Basic but effective Level design•   Unclear, vague victory conditions add to status
Game mechanics•   Resource Management•   Auction•   Luck, Random elements•   Time (against the clock)•   Rewards (badges, ...
B2B - DevHub• Gamified website creation• Make the process fun and rewarding
• Badges, Achievements• Characters• ‘Virtual World’
And Even Badges Can Work!               • Nothing new               • Relevant tool if                 there is a         ...
Social Interaction• Social Graph• Gifting• Feedback (internal/external)• Status, peer recognition• Communal collaboration•...
Nike+
Victory Conditions•   Elimination (wipe out competitors)•   Score (most points win)•   Race (first player wins)•   Territo...
McDonald’s Monopoly Promotion• Victory = collect the right sets of streets
Klout
• Criticism:   –   ‘Pointsification’   –   Fluffy metrics (‘engagement’)   –   Re-inventing loyalty systems   –   Ugly wor...
Raf Keustermans  @raf_keustermans www.plumbee.com
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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.

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

    1. 1. « Games Are The New Normal »
    2. 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. 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. 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. 5. Social Games Image from CityVille, Zynga
    6. 6. Before 2008:- Games = Niche- Big, But Closed Industry- Brands & Non-Gamers Not Welcome
    7. 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. 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. 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. 10. A diverse audience• 7 to 77• F>M• 30+• ‘Non-Gamers’
    11. 11. Emerging Markets!Brazil 2nd largest Fbmarket after US.India #3, Indonesia#4, Turkey #7, Philippines#8
    12. 12. Brands Are Welcome!
    13. 13. Gamification!Image from Flickr
    14. 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. 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. 16. Gamification ingredientsImage from free-photos.biz
    17. 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. 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. 19. TripIt - leaderboardsStatus & competition (brag about your business trips, show how ‘global’ you are)Changes dynamics of travel planning.
    20. 20. Credit Cards - Levels• Basic but effective Level design• Unclear, vague victory conditions add to status
    21. 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. 22. B2B - DevHub• Gamified website creation• Make the process fun and rewarding
    23. 23. • Badges, Achievements• Characters• ‘Virtual World’
    24. 24. And Even Badges Can Work! • Nothing new • Relevant tool if there is a context/meaning
    25. 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. 26. Nike+
    27. 27. Victory Conditions• Elimination (wipe out competitors)• Score (most points win)• Race (first player wins)• Territory control (biggest area)• Game-specific rules
    28. 28. McDonald’s Monopoly Promotion• Victory = collect the right sets of streets
    29. 29. Klout
    30. 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. 31. Raf Keustermans @raf_keustermans www.plumbee.com

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