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Oursocialtimes  -social_media_marketing_and_monitoring_2011_-_rk_using_game_mechanics_for_marketing

Oursocialtimes -social_media_marketing_and_monitoring_2011_-_rk_using_game_mechanics_for_marketing






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    Oursocialtimes  -social_media_marketing_and_monitoring_2011_-_rk_using_game_mechanics_for_marketing Oursocialtimes -social_media_marketing_and_monitoring_2011_-_rk_using_game_mechanics_for_marketing Presentation Transcript

    • 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