Games, Consumers and Errr....Brands


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Games have exploded on the web and mobile. But brands have missed the big bang moment. What can Brands do to remain relevant in the biggest evolution in Media? That approach is what this ppt attempts to describe!

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Games, Consumers and Errr....Brands

  1. 1. Games, Consumers & Errrr… Brands Alok Kejriwal CEO and Co-Founder
  2. 2. Once upon a time, this was a game
  3. 3. A game, with a social context
  4. 4. And a game that had a Brand Sponsor!
  5. 5. This was the perfect ‘Adver-Game’
  6. 6. Games became friendlier, multiplayer…
  7. 7. Games became collaborative…
  8. 8. Games developed manners and rules!
  9. 9. Games became fun!
  10. 10. The ‘Social’ Context remained strong in all these games..
  11. 11. But, Brands took a backseat..
  12. 12. Then Games on the Internet arrived
  13. 13. And the audience exploded Global Internet Audience: 1.4 billion Source – comScore
  14. 14. Brands tried inserting themselves into games
  15. 15. And got lucky with 1 trick chickens..
  16. 16. Brand Games never made it to the list of top games… (as ranked by
  17. 17. Why? <ul><li>Because Brands thought of GAMES as Ads </li></ul><ul><ul><li>They wanted Brand LOGOs to be big and shiny </li></ul></ul><ul><ul><li>They wanted Games to be Brand messages </li></ul></ul><ul><ul><li>They thought consumers were dumb “bots” </li></ul></ul>
  18. 18. While this was happening, social online games exploded
  19. 19. And so did mobile games
  20. 20. The new gen of game creators boycotted Brands
  21. 21. In fact GAMES became BRANDS
  22. 22. And began behaving like Brands!
  23. 23. Games became a Business <ul><li>Zynga’s turnover (Rs. 6,000 crores) is higher than: </li></ul>Rs. 2,394 cr Rs. 4,514 cr Rs. 4,213 cr
  24. 24. Brands lost out to Gaming
  25. 25. Now, that’s dangerous, ‘coz Gaming is the new Entertainment 168,363 Number of Game Apps Out of 500,000+ total Apps on iTunes Store
  26. 26. Why Brands should pay attention <ul><li>Gaming is what young people do </li></ul><ul><li>Gaming is the new connect </li></ul><ul><li>Gaming is the new currency of engagement </li></ul>
  27. 27. What should Brands do?
  28. 28. Start by becoming <ul><li>HUMBLE </li></ul>
  29. 29. Ask themselves: <ul><li>Do we play games? </li></ul><ul><li>Do we understand what makes great games? </li></ul><ul><li>What do we want to do with Games? </li></ul>
  30. 30. I believe: <ul><li>If you are a brand that sells soap, colas, cars, life insurance policies or chewing gum, then it’s not your job to know games. </li></ul>
  31. 31. Games WON’T <ul><li>Get your brand “recognition” or “recall” or any of those silly words they teach you. </li></ul><ul><li>Create engagement (whatever that means in the context of brands and games) </li></ul>
  32. 32. Games WILL <ul><li>Make you reach a set of consumers quickly. Faster than any media available </li></ul><ul><li>Help you UNDERSTAND what these consumers like and want, so that you, as a Brand owner can give them those things. </li></ul>
  33. 33. Use Games to reach, learn and talk with potential consumers instead of trying to sell them your plasticky brand message.
  34. 34. Now, if you are thinking, “Who is this guy? Why is he pretending to be Mr. Know All?”
  35. 35. Well… <ul><li>This is the guy who has spent 12 years building games. </li></ul><ul><li>This is the guy who is always creating ‘coexistent peace treaties’ between games and brands. </li></ul>
  36. 36. So, a couple of Ideas….
  37. 37. Step 1 Flirt with media buys “around” games
  38. 38. Understand if there is affinity between your brand and the gaming audience
  39. 39. Step 2 Insert your Brand CLEVERLY into FUN GAMES Your brand
  40. 40. Step 3 Use Fun Games to sell your Brand
  41. 41. PLEASE Don’t try MAKING your Brand a Game.
  42. 42. Also, as a brand owner, don’t try this yourself. Instead: <ul><li>Hire a ‘Game’ agency!! (yeah, they exist – if you look around) </li></ul><ul><li>Hire a Games Company to work for you. </li></ul>
  43. 43. Sounds Stupid? Check this..
  44. 44. Gaming is the biggest media opportunity ever 46,839,476,000 Minutes spent on online gaming comScore – Dec’11
  45. 45. As brand owners, DON’T BLOW IT!
  46. 46. Key Takeaways <ul><li>Games as a media opportunity is big. </li></ul><ul><ul><li>Very Big. </li></ul></ul><ul><ul><li>Bigger than you can imagine. </li></ul></ul><ul><li>Games are NOT ADS. </li></ul><ul><ul><li>Games are BRANDS </li></ul></ul><ul><li>Take Games seriously and work with PARTNERS who tell YOU what to do rather than the other way around. </li></ul>
  47. 47. <ul><li>I am available on : </li></ul><ul><li>Email - [email_address] </li></ul><ul><li>FB - </li></ul><ul><li>Twitter - @rodinhood </li></ul><ul><li>Blog – </li></ul><ul><li>Personal Social Network: </li></ul><ul><li> </li></ul>
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