Gaming, game mechanics, and gamification are buzzwords that marketers often mis-use and abuse. So why are games such a hot topic in ad-land? We believe the future of gaming in advertising is beyond ...
Gaming, game mechanics, and gamification are buzzwords that marketers often mis-use and abuse. So why are games such a hot topic in ad-land? We believe the future of gaming in advertising is beyond petty points and badges. Games are successful because they enable people to experience things normally impossible in everyday life. For the future of advertising, new mobile technology will tie gaming and reality closer together allowing the creation of brand experiences that elevate reality in a new and inspiring way.
We agree. Gamification certainly does not equal video games. We believe that 'gamification' tends to be an over-hyped term in our industry representing the application of badges, points, and 'rewards' outside of games in the name of marketing and engagement. However, those mechanics are hollow and meaningless without a greater order of fun and heightened reality.
Slide 16 tries to get at this. The best games aren't successful because of gamification alone. The most important part is how they take reality to the next level, letting us do things we wouldn't normally be able to do in everyday life.
GoPro, Red Bull, Chevy, and Ken Block are few examples of those doing it well. They go bigger than badges and points to inspire their fans to further their own lifestyles by giving them ways to participate in their crazy stunts. GoPro's camera is naturally sensationalist and participatory, Red Bull has things like Flugtag and Crashed Ice, Ken Block is inspiring whole new sports (gymkhana, rally, & rally-cross) for America, and Chevy has their 'Game of Firsts' competition.1 year ago
Trending The Future - Gaming Beyond RealityPresentation Transcript
TRENDING THE FUTURE GAMING BEYOND REALITY1 5 0 DAY S O F D I G I TA L M A R KE T I N G & A DV E R T I S I N G
SICK OF HEARING ABOUT “GAMIFICATION”?
WONDERING WHY YOU SHOULD CARE?
1 MILLION IPHONE 4SSOLD ON DAY ONE Source: GigaOM
SO WHAT?
WHAT IF WE TOLD YOU THAT A VIDEO GAME SOLD6.5 MILLIONCOPIES ON DAY ONE?
IT’S NO WONDER
THE NUMBER OF U.S. GAMERS* GREW 141% IN JUST 3 YEARS2008 56 MILLION2011 135 MILLION Source: Parks Associates *U.S. consumers who play at least one hour of video games per month
17AVATAR TOOK 17 DAYSTO REACH $1 BILLIONIN SALES Source: IMDB
16IT TOOK MODERNWARFARE 3 JUST 16 Source: New York Times
6.5MILLIONCOPIES SOLDON THE FIRST DAY Source: New York Times
THAT’S A HUGE SHIFTSO WHAT’S NEXT?
WE’RE MOVING PASTTHE ERA OF POINTS
GAMIFICATIONIS NO LONGER A STRATEGY
MODERNBECAUSE OF “GAMIFICATION,”IS NOT SUCCESSFUL WARFARE 3IT’S SUCCESSFUL BECAUSE IT TAKES REALITY TO A NEW LEVEL
THE NEW SWEET SPOT OF ADVERTISING IS AT THE INTERSECTION OFABSURD REALITYAND VIRTUAL FUN
HERE’S WHAT WE MEAN: EXPERIENCE MARKETING IS 1 PUSHING BOUNDARIES THE GAME INDUSTRY 2 IS EXPLODING MOBILE WILL TIE IT 3 ALL TOGETHER
EXPERIENCE MARKETING IS1 PUSHING BOUNDARIES
REBECCA 70,000,000 TOTAL YOUTUBE VIEWSBLACK A LUCKY ANOMALY
OLD 256,000,000 TOTAL YOUTUBE VIEWSSPICE SOPHISTICATED, INTEGRATED, PLANNED
KEN 345,000,000 TOTAL YOUTUBE VIEWSBLOCK NEXT-LEVEL EXPERIENCE MARKETING
WHO IS THIS GUY?KEN BLOCK IS ON A ROLL
CO-FOUNDER OF DC SHOESBREAKOUT RALLY RACING STARGYMKHANA GENIUS MARKETING PIONEER KEN BLOCK IS ON A ROLL
Block has even made his way into the hit driving game Dirt 3, creating huge excitement for rally racingand gymkhana in the U.S. while growing sales for his own DC Shoes brand.
Red Bull and GoPro are doing it too. They are all over the action with endlessly exhilarating eventsand inspiring stories that empower athletes of all levels to push their sport to the next level. Check It Out: YouTube
The Art of Flight film was a prime example of pushing reality to the next level with an almostfantasy-level adventure that would normally only feel achievable inside a game. Check It Out: YouTube
Chevy is even getting involved as part of the launch of their new small car, the Sonic. They pulledoff a world-first by taking the car skydiving to kick off their “Let’s do this!” campaign. Find Out More: www.letsdothis.com
Then they created a simple game that got fans involved by putting them in control ofbungee-jumping the car from a tower of shipping containers. Find Out More: www.letsdothis.com
They also pulled off the world’s first car kickflip in front of a live crowd. Find Out More: www.letsdothis.com
To really turn things up a notch, Chevy went to the Super Bowl with an ad done in collaborationwith pop stars Ok Go who created their latest music video using the Chevy Sonic. Check It Out: YouTube
YOU DON’T NEED A GAMETO BE OUT OF THE BOX
FOR THE FUTURE: INSPIRE FANS BY TAKING REALITY TO THE NEXT LEVEL
THE GAME INDUSTRY2 IS EXPLODING
THE GLOBAL VIDEO GAME MARKET IS CURRENTLYWORTH OVER $56 BILLION THAT’S DOUBLE THE SIZE OF THE MUSIC INDUSTRY Find Out More: The Economist
BY 2015 THAT NUMBER IS EXPECTED TO GROW TO$82 BILLION Find Out More: The Economist
THE LAST 150 DAYS WERESOME OF THE BIGGESTIN VIDEO GAME HISTORY
When Gears of War launched in September 2011, it sold 3 million copies in week one. As of January 2012,sales have doubled, sending gross franchise sales past the $1 billion mark into Titanic territory. Find Out More: USA Today
Just two months later, The Elder Scroll V: Skyrim launched to the tune of 3.5million copies in the first 48 hours. Find Out More: Microsoft G4
At almost the same time, Call of Duty: Modern Warfare 3 shattered records for the biggest entertainmentrelease of all time. 1.5 million people queued at midnight, and 6.5 million copies sold in the first 24 hours. Source: Eurogamer LA Times Blog
Boot camps, pro tournaments, release parties, a special Jeep Wrangler, and head-shaving are all part ofan industry where a premier game is even more mainstream than The Muppets. Find Out More: Call of Duty Kotaku YouTube
IT’S NOT JUST GAMING IT’S A LIFESTYLEIT’S NOT NERDY, IT’S NORMAL
FOR THE FUTURE: CONSIDER GAMING AS MAINSTREAM AS STAR WARS
MOBILE WILL TIE IT3 ALL TOGETHER
THE MAJORITY OF NEW GAMERS ARE CASUAL GAMERS2011 79 MILLION Source: Parks Associates
CASUAL GAMERSEVERYONE, ANYONE, ANYTIME, ANYWHERE
GAMES ARE THE MOST #1 POPULAR KIND OF APPSource: Nielsen
Angry Birds players are still going strong, with a combined total of300 million minutes of play time every single day. Find Out More: Business Insider
Temple Run is the hottest new iPhone game, with over20 million downloads in just a few months. Find Out More: Gamasutra
Tiny Tower is an up-and-comer to watch for, with over 1 million players picking up thegame an average of 10 times a day. Can you think of anything you do 10 times a day? Find Out More: Gamasutra
Hyundai capitalized on the excitement around mobile games by demoing their new Veloster with a giantvideo game controlled by smartphones in the middle of Times Square. Find Out More: TechRadar
At CES, Fujitsu unveiled a prototype smartphone that is capable of amazing of games and graphics.What will this mean for the future of flagship console makers like Microsoft, Sony, and Nintendo?
IT BECOMES ALL ABOUTSOFTWARE
CONSOLES WILL BEOBSOLETE
SOON MOST GAMES WILL BEPOWERED BY A PHONE
SMARTPHONES WILL BETHE HUB OF EVERYTHING
FOR THE FUTURE:ELEVATE REALITYTO INSPIRE FANS TO FURTHER THEIR OWN LIFESTYLELEARN FROM GAMESAND MAKE IT FUN WITHOUT RELYING ON POINTS AND BADGESUSE MOBILE TO AMPLIFYREALITY AROUND YOUR BRAND & TAKE IT TO THE NEXT LEVEL
DESTROY CONVENTION CREATE DEMAND
THANK YOUNicole Newville Jake SzymanskiVP Brand & Media Planning Brand Planner@nicolenewville @jakeszynicole.newville@space150.com jake.szymanski@space150.comSpecial Thanks To:Andrew Beckman, Bone, Ben Drake, Christina Dorr, Craig Key, Dustin Sparks, Elsa Perushek,Jon Reine, Kelly Tonnemaker, Marc Jensen, Marcus Fischer, Ned Lampert, and Todd Lintner
PHOTO CREDITSCall of Duty XP 2011 Call of Duty XP 2011 The Verge The guy play fruit ninja! Eurogamer Eurogamerjeepexperience, Flickr popculturegeek, Flickr sumautu, FlickrCall of Duty Community http://debuggirl.wordpress.com/ iPad 2 Launch space150, CES Ian Muttoo, Flickr
mbarcz20
We agree. Gamification certainly does not equal video games. We believe that 'gamification' tends to be an over-hyped term in our industry representing the application of badges, points, and 'rewards' outside of games in the name of marketing and engagement. However, those mechanics are hollow and meaningless without a greater order of fun and heightened reality.
Slide 16 tries to get at this. The best games aren't successful because of gamification alone. The most important part is how they take reality to the next level, letting us do things we wouldn't normally be able to do in everyday life.
GoPro, Red Bull, Chevy, and Ken Block are few examples of those doing it well. They go bigger than badges and points to inspire their fans to further their own lifestyles by giving them ways to participate in their crazy stunts. GoPro's camera is naturally sensationalist and participatory, Red Bull has things like Flugtag and Crashed Ice, Ken Block is inspiring whole new sports (gymkhana, rally, & rally-cross) for America, and Chevy has their 'Game of Firsts' competition. 1 year ago