Games for Marketing - Agate Studio
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Games for Marketing - Agate Studio

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An overview about how games could change the way people interact with brands. ...

An overview about how games could change the way people interact with brands.
This added with case study and insight from advergames around the world.
And the last chapter is the introduction of Agate Studio, as the advergame developer.

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Games for Marketing - Agate Studio Games for Marketing - Agate Studio Presentation Transcript

  • GAMES for MARKETING the fun way engagement from brand
  • GAME What a game is?1953PLAY 1957 FUN 2003RULES SEPARATECOMPETITION UNCERTAIN ARTPhilosophical Investigation; NONPRODUCTIVE ENTERTAINMENTLudwig Wittgenstein GOVERNED BY RULES FICTIOUS INTERACTIVE Les jeux et les hommes (Games and Men); TOY (without goals) Roger Caillois CHALLENGE (with goals) PUZZLE The definition of game was revised, and is CONFLICT still evolving, to make it more relevant to COMPETITION GAME that we’re experienced today Chris Crawford and Game Design; Chris Crawford
  • A Bridge to bring GAME in a different mindset 30% INDONESIA Zynga Gamer 40 millions Facebook Users, 15 millions+ Zynga Users1000 Total Facebook 250million mobile phones800 Users (1) Each has game installed inside600 Mari Pangestu (Indonesia Minister of400 Zyngas Total Commerce), 2008: “50% of the total Active Users (2)200 population in Indonesia are playing games” 0 *Zynga one among many game developers/publishers in facebook This doesn’t count the other players from other games. (1) http://newsroom.fb.com/Key-Facts (2) http://www.appdata.com/devs/10-zynga (gathered December 11, 2012)
  • That meansGAME is now aNEED
  • GAME{By Platforms}
  • • BoardgamesConventional • Cardgames Games • Others • Console • Arcade • Handheld Digital Games • Mobile • PC • Online • Social • Sports Real Life • Alternate Reality Games Games • Gamification
  • GAME{Before and After}
  • In the old times, games were mostly challenging in physical capabilities. Some were even more life-hazardous. And some threaten human life. Evolution of Games: The way to make life more “fun”Technology makes it more easily enjoyable
  • Real Photograph CRYSIS: game (2007)
  • It was all about technology advancements:Technology brings the feel of reality to entertain people, to make people better involved in the games, roles, and stories.
  • And now games turn into exposing the EXPERIENCE of gaming.Games are enjoyable everywhere with different way of playing
  • WHYGAMES are so potentials? Games are well known for its fun, interactive, challenging, competitive. It is also rewarding forevery progression you do; makes you feel valuableGames make it possible to do what you can’t do in real world. Make you go beyond imaginationsThere are no resistances for people to play games
  • FUNPeople loves something fun, that’s the first reason of why theyplay.What people get from game is not just fun. They feel they’re yet EXCITING!involved right in the game, fear, danger, even adrenaline, sad,and anger. It is the excitement of playing games
  • INTERACTIVE + EXPERIENCE Game is a 2 way communication: you do something, the character/object in the game will respond like what you do. Players do this interaction repetitively, and then experienced with the game. This will bring a sensation, Tell me and I will forget that player is involved in the game. Show me and I may remember, Involve me and I will understand ~Chinese Proverb
  • POSITIVE FEEDBACKSEvery little thing players do in the game, they have feedbackpositively. Player strike their enemy, then scores come up. This wouldmake them feel rewarded.Also, when they make mistake, they always have second chance to dobetter next time (gameover  continue)
  • CHALLENGING & COMPETITIVE Every moment in the game is a challenge. You’ll find something new that would make you curious about how to solve the problem & troubles. Thereafter, you will have the feeling of a conqueror. This will also make a competition of how good you are compared to other players.
  • UNLIMITED POSSIBILITIES Everything is possible to be done in game. Games are able to simulate what’s impossible in real life, to be much simpler and enjoyable. If you want to experience war, you should enroll as army far in the past time. But this bring your life as bet. And war is not good anyway. In game, you can experience the war as simple as possible. Anyone can be a hero. And anyone can learn that war is not only the battle of weapons.
  • GAME ERA future overview We often see everyone around us, young and old, men, women, everywhere andevery time playing games in many forms. It is now the raising of game era.
  • Everyone is now READY for Games
  • 100million180million+ 10-30% annual growth = DEMANDS
  • 2011All the world is NOW a GAME *JWT Trend 20112000-2010 was the social decadeand it’s now the game’s decadeSocial media is actually using game mechanics tomake it more challenging. Why facebook usefriend’s number? Why twitter use followersnumber? It’s actually the same thing withCharacter Level in game: the more you get, themore pride & appreciation from others.
  • GAMEIMPACT for marketing
  • GAMEIMPACT for marketingcustomer engagementquality of contactdrive change of behaviorpush activitiespush communicationcommunity buildingdata gathering
  • GAME IMPACT for marketingcustomer engagement Create an engagement from interactive fun activity. Telling the message “this brand could make you happy even from the very first time of contact”quality of contact • Brand/Product Awarenessdrive change of behavior • Brand/Product Knowledge • Brand/Product Experiencepush activities • Drive Customer Loyaltypush communicationcommunity buildingdata gathering
  • McDonald’s GAME IMPACT for marketing• 1992 Long before the advertising via game is booming,• Console (Nintendo) McDonald’s is educating children smoothly via• Target Market: Kids Nintendo Title: M.C Kids & Donald’s Land, exposing the character Ronald, which was formerly called “Donald” in the game. customer engagement | quality of contact | drive change of behavior | push activities push communication| community building | data gathering
  • Pepsi Man GAME IMPACT for marketing• 1999• Console (Playstation)• Target Market: Teens Pepsi was also doing the advertising via game, by using the character well known as “Pepsiman”, this product was good at bring curiosity upon gamers. A good brand engagement via simple game, that could attract many players. customer engagement | quality of contact | drive change of behavior | push activities push communication| community building | data gathering
  • Need for Speed Series GAME IMPACT for marketing• 1994 - present Enable the marketing via “brand• Console, PC, Handheld, Mobile & Online experience”• Target Market: Teen – Adults Players able to experience the cars (the way the look from details, theNFS is a series of driving based video game. Is the most way they drive with it) from the waysuccessful racing video game all the time & one of the they play the game. It’s also provedmost successful game franchise all the time. As of that racing game could give educationOctober 2009, over 100 million copies of games in theNeed for Speed series have been sold. to the real driving skill. http://ezinearticles.com/?Brain-Training-to-Improve-Driving-Skills-Using-Video- Games,-For-Teenagers-and-Older-Adults&id=1083788 customer engagement | quality of contact | drive change of behavior | push activities push communication| community building | data gathering
  • Get The Glass GAME IMPACT for marketing• 2007• Web Based• Target Market: Everyone California Milk Processor Board creating the most successful longlasting campaign: Gotmilk.com. One of the game: Get the Glass. Players are brought into ‘snake & ladder’ type game, with high graphic advancements. Inside the game, there are educations about the benefits of the milk products. customer engagement | quality of contact | drive change of behavior | push activities push communication| community building | data gathering
  • BMW M3 Challenges GAME IMPACT for marketing BMW give players education of the brand’s feel when they can do test drive & configure the car with• 2007 the original paint finishes.• PC - Downloadable• Target Market: Teen – Adults More of the impact is that the BMW M3 is appraised by the players, that makes it more popular and legendary than any other brands which doesn’t do the game way. customer engagement | quality of contact | drive change of behavior | push activities push communication| community building | data gathering
  • GAME IMPACT for marketingcustomer engagement The interactivity of game enables to make 2 wayquality of contact “conversation” between brand and player. This makes them involved in every activity they play.drive change of behavior • Value of interactionpush activities • Repeated interaction • Customer conversationpush communication • Sub-Conscious Programmingcommunity buildingdata gathering
  • Bottle Bank Arcade GAME IMPACT for marketing • 2009 Bottle Bank Arcade able to create recycling • Real Life into fun activity, and more than that, it • Target Market: EveryoneBottle Bank Arcade by Funtheory, is acharity creative program fromVolkswagen, to give value of recycling creates 2x sales of can & plasticcan and glass into fun activity. beverage in local store around the arcade. customer engagement | quality of contact | drive change of behavior | push activities push communication| community building| data gathering
  • GAME IMPACT for marketingcustomer engagementquality of contact Game mechanics is also a powerful tool to build adrive change of behavior certain behavior, train to be discipline, care about many things, and more.push activities • Appointment behaviorpush communication • Social behavior • Disciplinecommunity building • And more…data gathering
  • Energy Smackdown GAME IMPACT for marketing • 2009 By adding game mechanics: reward, • Real Life competition and challenges with goals, • Target Market: AdultsEnergy Smackdown dedicated toempowering individuals, Sacramento has reduced 66% of the electricity use after 6 month since theorganizations, and communitiesthrough experience-based education. program was introduced customer engagement | quality of contact | drive change of behavior | push activities push communication| community building | data gathering
  • GAME IMPACT for marketingcustomer engagementquality of contactdrive change of behavior To achieve something that would make them standout from others, for new challenges andpush activities progressions in game; players can do many things, like buying virtual item with real money.push communication • Drive sales • Participationcommunity building • Co-Creationdata gathering
  • GAME IMPACT for marketing Tohato• 2007-2009 Using mobile social game campaign, the• Mobile sales increased significantly & website• Target Market: Kids - TeenTohato is an FMCG manufacturer, once get 100,000 PV/day,produced 2 spicy snacks, but then thesales declined due to the trend recession 10,000 unique participants customer engagement | quality of contact | drive change of behavior | push activities push communication| community building | data gathering
  • GAME IMPACT for marketingcustomer engagementquality of contactdrive change of behaviorpush activities Human tend to share what’s good to everyonepush communication around them. We try to embrace it, and even make it as “need” for them to share what’s fun about the game.community building • Viral marketingdata gathering • Recommendation
  • FarmVille GAME IMPACT for marketing• 2009 - present• Social Game 70millions Active Users• Target Market: Everyone $ 600 million total revenue 2010 Players are facilitated to spread the game Friend role become important in game customer engagement | quality of contact | drive change of behavior | push activities push communication| community building | data gathering
  • GAME IMPACT for marketingcustomer engagementquality of contactdrive change of behavior • Long-term userpush activities • Sustainable communitypush communication • Automatic Growth Building community of those who loves to play yourcommunity building game, those who loves your brand, to be your powerful “army”data gathering
  • GAME IMPACTObama’s Campaign for marketing • 2008 • Console, PC, Handheld, Mobile & Online • Target Market: Teen – Adults Obama was winning heart over many different ages through his campaign in interactive media: Games. Games is the way to engage the youth (even it’s a political campaign that was not interesting at all) customer engagement | quality of contact | drive change of behavior | push activities push communication| community building | data gathering
  • GAME IMPACT for marketingcustomer engagementquality of contactdrive change of behaviorpush activities • Customer data gathering • Market researchpush communication • Marketing researchcommunity building • Product & Service research Whatever the game is, player’s data – that means your brand’s customer: what they really do want,data gathering how the habit is, and everything about them: is in your hand
  • Short SummaryGames are potential to give impact to: Education Brand + Awareness & Loyalty Experience Sales Activation + Revenue Customer Quality of Community Contact Building
  • Marketing Comparison Games TVCCommunication 2 ways: interactive 1 wayInvestment Time One time for long periods of One time spending for short time period of timeInvestment Value Relatively smaller cost Relatively high costContact Quality of contact; no spreading almost to everyone resistance in playing games, focused target market, maintain loyaltyCustomer’s Choice Players choose to play the viewers don’t choose to watch game because they’re willing the TVC toDirect Sales High, LowData Gathering Enable DisableRepeated Contact The more times you play the The more times customer game, the more your chance to watch the TVC, the more they win/get standout between get bored other players
  • Indonesia’s PotentialsConsole Game Rental & OnlinePC Games Rental 53% of ZyngaAll spread in cities & towns, is the proof that players are womengame is a breakthrough to ages, gender, between 25-44.social economic classes.Everyone plays games
  • Indonesia’s Potentials 40million Facebook User (#2 biggest) 250million mobile phones Each has game installed inside +Zynga Players in Indonesia: 12.4 millions Zynga Card sale = the best in Asia>20mio Not including those who play console/pc games at homeOnline Game Survey (inc. social game) Mia (29) said, “I like watching people playing game, but I don’t like playing games” At same time Mia said that she loves to play FarmVille
  • Indonesia’s Potentials Monetizing the game Mobile Cash ProductsReaching out 250millions of potential customer
  • How to Utilize GAMEA way to add fun in your marketing
  • THE BRIDGEBRAND / FIELD GAME DEVELOPER MARKETING Sales THAT’S WHY Number of Players Promotion WE’RE HERE External Existence CRM Fun Enjoyable Content
  • About AGATE STUDIOClick here for Company Video Click here for Company Profile
  • 2012 200916 People 86 People 120+ Games 15+ Parallel Projects Quality talents Multi platforms Production Multi purposes Capability
  • We believe in:Crafting fun experiencesto enrich the way of life ~ Live the fun way Our passion is at game, and by games we will make a better world
  • Servicesfrom Agate Studio with love [We’re not offering what we can do to make us look great on you; we are offering what we can do, to spread the happiness for YOU and everyone around you]
  • Game Concept & Game Development Gamification Game Campaign Design Consulting - Outsourcing Consulting• Like your advertising • To Make good games, You have a cool idea, Add game mechanics in campaign, feel free to you need a good and want to develop it your business process. translate your need of concept. We’re ready with trusted partner? Create a fun activity for using new media to serve you with ideas your customer, campaign into long- to choose. To make the Game Artist & employee and everyone term replayable Game! best game that fulfill Programmer around.• 1 Year game campaign your needs Outsourcing to deliver including: • Game Design the best game play o 1st Phase main game Document experience release o Game mechanics o Updates design o Maintenance o Storyline o Game Master & PR o Level Design • Art Design Document o concept art o character design o environment design)
  • WHYDoes this idea go to you? Because we see that marketing would be much funnier by games. Because we know that you could have the benefits from games. And because we are ready to collaborate with you Together we can make a fun way of engagement.
  • Thank You www.agatestudio.com@AgateStudio contact@agatestudio.com Agate Studio / Agate Games