Explosion in number of gamers – 4 years ago WoW was cultural phenomenon with 12M players (today medium sized social game)
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)"
« Games Are The New Normal »
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 firstname.lastname@example.orgTwitter: @raf_keustermans
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 »
« 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
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, new generation of game devs • Broadband penetration • Free!
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
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
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
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.
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, 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)• …
B2B - DevHub• Gamified website creation• Make the process fun and rewarding