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THUPR conference - social games & gamification overview
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Social Games and Gamification overview for the 13 May 2011 THUPR conference in London.

Social Games and Gamification overview for the 13 May 2011 THUPR conference in London.

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  • Titleslide TBD
  • Explosion in number of gamers – 4 years ago WoW was cultural phenomenon with 12M players (today medium sized social game)
  • And Facebook: $60Btoday, Omnicom = $15B

THUPR conference - social games & gamification overview THUPR conference - social games & gamification overview Presentation Transcript

  • Social Games & Gamification
  • RAF KEUSTERMANSIndependent ConsultantGlobal Marketing DirectorPlayfish (EA) 2009-2010Marketing Director EMEA Pogo.com (EA) 2008-2009Head of Marketing Western Europe Unibet.com 2005-2008Project Manager & StrategicPlanneratBBDO, Grey and DuvalGuillaume (Publicis Groupe) 1998-2001 / 2002-2005Co-Founder start-up (Cyganet - online communitytools & services) 2001-2002raf.keustermans@gmail.com@raf_keustermans
  • Games & GamificationTimeline
    Gamification
    SocialGames
    PONG
    1972
    2005
    1994
    2012
    2007
    2010
    1980’s
    Brands (re)discoverGames
    « Golden Age of Arcade
    Games »
    XBOX 360
    PS3
  • Before 2008:
    • Games = Niche
    • Big, But ClosedIndustry
    • Brands & Non-Gamers Not Welcome
  • Number of gamersexploded:
    2000: 250M
    2011: 1B+
    • New fast-growing ‘open’ platforms (Fb, iOS)
    • Metrics-led design, new generation of gamedevs
    • Broadband penetration
    • Free!
  • Hyped, inflated, but
    REAL REVENUE
  • WhyShould 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 gameseveryyear.
    • Wow!
    • Next-GenerationMarketing
    • Gamification, Social media, Earned Media, Conversational, Metrics-Led Design, Micro-Segmentation
  • Social games = (much) bigger than primetime TV shows
  • A diverse audience
    • 7 to 77
    • F > M
    • 30+
    • ‘Non-Gamers’
  • Brands Are Welcome!
  • HugeGrowth+ High (Perceived) Engagement + Big $$ + New Generation of Game Developers = Brands and Non-Gamecompanies are gettinginterestedin Games.
  • Gamification!
    Gamification is the use of game mechanics for non-game applications.
    Game mechanics:
    Level structure
    Reward (feedback) systems: points, badges, …
    Competitiveelements (leaderboards, tournament)
    Appointmentmechanics
    Virtual currency
  • Gamification: two main schools of thought
    « Certain gamemechanicscanwork as a STANDALONE solution outside a gameenvironment.
    E.g. using ‘levels’ canbe a great solution to structure content or complexprocesses.
    Usinggamemechanicsdoesn’tmeansomethingneeds to look or feellike a game.»
    « Gamesonlyworkbecause all the differentelements TOGETHER makeit an engagingexperience; narrative, character & level design, art style, sound, gameplay and gamemechanics.
    You can’tjusttake one of thoseelementout of it and hopeit has the same impact on engagement. »
  • Criticism:
    ‘Pointsification’
    Fluffymetrics (‘engagement’)
    Re-inventingloyaltysystems
    Uglyword
    Most gamificationprojects are glorifiedloyalty programs.
    Strange, most (social) gamessuckatretainingusers:
    60-70% neverreturnsafter first game session
    Only 15-20% still active 30 daysafterinstalling the game
  • But… somegamemechanicscanworkoutsidegames!
    Use Levels to structure content, processes
    Make a registration process (or taxform) easier & more fun
    Break down stuff in little, chewable bits
    Feedback loops (direct/indirect) increasevelocity of user feedback
    Understand drop-out points, funnelleaks
    Fail fast & cheap. Learn. Iterate.
    ‘Status’ isextremelypowerful.
  • And Even Badges Can Work!
    Nothing new
    Relevant tool if thereis a context/meaning
  • Raf Keustermans
    raf.keustermans@gmail.com
    twitter.com/raf_keustermans