Marcom10 laat met je merk spelen! (short)

1. A Brand New Playground Laat met je merk spelen! Bart Hufen MBM Brand Player

2. Born in 1974 Utrecht – The Netherlands FanaHc gamer (1982 – present) & music composer Bachelor Industrial CommunicaHons & InformaHon Management (1994-‐1999) Loves to play Product Manager at Atari Benelux (< 3 yrs) Channel MarkeHng Manager, online & CRM at Diesel Benelux (< 5 yrs) Account Manager & Brand consultant at Crossmarks (2 yrs) Master of Brand Management (2008-‐2010) Author of ‘Laat met je merk spelen!’ (A Brand new Playground) Brand Player at BrandNewGame www.BrandNewGame.nl www.GamingAndBranding.com

3. A Brand New Playground Laat met je merk spelen! Who is a gamer?

4. A Brand New Playground Laat met je merk spelen!

5. A Brand New Playground Menu Level 1. It’s all in the game Level 2. We all play games Level 3. What games do for Brands Level 4. Games within Brand Management – OUT OF TIME!!!

6. A Brand New Playground 1/5 – It’s all in the game 1. What’s a game? 2. Which plaaorms are there? 3. Which genres are there? 4. Some staHsHcs… 5. Why are games so much fun? 6. Trends & expectaHons

7. 1/5 -‐ It’s all in the game 1. What’s a game? Game “A non-‐produc@ve digital interac@ve soBware program with clear goals, rules, a central theme and dynamic content played on a certain plaEorm.”

8. 1/5 -‐ It’s all in the game 1. What’s a game? Circle of play

9. 1/5 -‐ It’s all in the game 1. What’s a game? Goal Rules Variables Theme Reward!

10. 1/5 -‐ It’s all in the game 1. What’s a game? Six levels of involvement (onderdompeling) 1. AﬀecHve involvement 2. SpaHal involvement 3. NarraHve involvement 4. TacHcal involvement 5. PerformaHve involvement 6. Shared involvement

11. 1/5 -‐ It’s all in the game 1. What’s a game? Six levels of involvement

12. 1/5 -‐ It’s all in the game 2. PlaEorms 1972 1979 1986 2000 2007 …

13. 1/5 BrandNewGame -‐ It’s all in the game 2. PlaEorms Wat is dat?

14. 1972 1979 1986 2000 2007 …

15. 1/5 -‐ It’s all in the game 3. Genres Genres: AcHon Adventure Parlor Plaaorm Puzzle & Quiz Role-‐playing SimulaHon Special interest Sports Strategy

16. 1/5 -‐ It’s all in the game 3. Genres Some genres are more popular and more suitable on PC Client based (strategy & simulaHon) PC Server based (shooters & RPG) PC Browser based (anything goes) Console (sports & acHon) Handheld (puzzle & plaaorm) Depending strongly on the context they’re being played

17. 1/5 -‐ It’s all in the game 4. Sta@s@cs > 150 new games per month > 60 billion revenues on (which is more than global CD & DVD sales) > 100 million unique visitors to the game portals of Spilgames > iPhone Appstore top 10 -‐> 8 games ( > 20.000 games) > 80 Million people play FarmVille > Twiper accounts * > means ‘more than’

18. 1/5 -‐ It’s all in the game 5. Why games are fun! Depending on our needs games provide: Fun Social environment Challenge (mentally, physically or towards other players) Sense of control Flight from reality “Make us do things we can’t do in normal live…”

19. 1/5 -‐ It’s all in the game 5. Why games are fun! What makes a game so much fun?* FrustraHon Boredom * from Rules of Play by Salen & Zimmerman 2004 MIT

20. 1/5 -‐ It’s all in the game 5. Why games are fun! What makes a game so much fun?* * from Rules of Play by Salen & Zimmerman 2004 MIT

21. 1/5 -‐ It’s all in the game 6. Trends & Expecta@ons 1. Games as a way of spending Hme socially embedded in life 2. New ways to control games (Wii & Project Natal) 3. Cross-‐plaaorm gameplay 4. Virtual economies 5. Games as a markeHng tool

22. A Brand New Playground 2/5 – We all play games 1. Who plays games? 2. Where do we play games?

23. 2/5 We all play games 1. Who plays games?

24. 2/5 We all play games 1. Who plays games? FanaHcs 10% Hobbyists 30% Casual gamers 60%

25. 2/5 We all play games 2. Where do we play games? At Home At speciﬁc places While travelling This is so important, because it determines the context the consumers are in (@me, place & mindset) when you target them

26. A Brand New Playground 3/5 What games can do for Brands Finally! Some examples…

27. A Brand New Playground 3/5 What games can do for Brands Product Price People Place PromoHon

28. 3/5 What games can do for Brands 1. Product

29. 3/5 What games can do for Brands 1. Product

30. 3/5 What games can do for Brands 1. Product Renault Megane & Need For Speed Undercover Great prelaunch PR PotenHal: PretesHng of spoilers, wheels, paint, accessories etc.

31. 3/5 What games can do for Brands 2. Price

32. 3/5 What games can do for Brands 3. Personnel Personnel [Recruitment]

33. 3/5 What games can do for Brands 3. Personnel Case 2 – People & recruitment America’s Army

34. 3/5 What games can do for Brands 3. Personnel Part 2 – People [Recruitment] America’s Army

35. 3/5 What games can do for Brands 3. Personnel Part 2 – People [Recruitment] America’s Army

36. 3/5 What games can do for Brands 3. Personnel

37. 3/5 What games can do for Brands 4. Place Virtual shopping (ingame economy)

38. 3/5 What games can do for Brands 4. Place Case 3 – Place (virtual shopping) In-‐game economy

41. 3/5 What games can do for Brands 4. Place Part 3 – Place [Gameconomy] Virtual shopping PlayStaHon 3 sold over 20 million PS3’s (unHl 2009), of which about 50% of users are online. If only 1 percent buys 2 items in a year, it will generate 200.000 euro revenues of virtual goods!

42. 3/5 What games can do for Brands 4. Place

43. 3/5 What games can do for Brands 5. PromoHon PromoRon [GameverRsing] 1. Product placement 2. In-‐game adver@sing 3. Branded content (installa@on, pre-‐rolls, interface, characters, ingame events, levels, mods) 4. Visually adapted games 5. Advergame (100% branded)

44. 3/5 What games can do for Brands 5. PromoHon 1. Product placement

45. 3/5 What games can do for Brands 5. PromoHon 1. Product placement

46. 3/5 What games can do for Brands 5. PromoHon Part 5 – PromoRon

47. 3/5 What games can do for Brands 5. PromoHon Part 5 – PromoRon Results “55DSL did not measure the results, it is clear that the associaHon with new media like gaming conﬁrms the coolness and young mentality of the brand.” KrisHan KrisHansen – Global MarkeHng Manager 55DSL

48. 3/5 What games can do for Brands 5. PromoHon 2. In-‐game adver@sing

49. 3/5 What games can do for Brands 5. PromoHon 3. Branded content

50. 3/5 What games can do for Brands 5. PromoHon 4. Visually adapted games 50.000 downloads end of 2009

51. 3/5 What games can do for Brands 5. PromoHon 5. Advergame (100% branded)

54. A Brand New Playground Games within Brand Management Why use games as a markeHng tool? 1. Playing is natural behavior 2. It’s FUN and social! 3. 100% apenHon + immersion! 4. It’s eﬀecHve and the fastest growing industry in the past 5 years 5. Why would the US Army invest millions if it wasn’t eﬀecHve?

55. A Brand New Playground Games within Brand Management OUT OF TIME!

56. A Brand New Playground Laat met je merk spelen! Any quesRons? Please speak freely now or contact: Bart Hufen +31648 18 6632 barthufen@brandnewgame.nl or visit my blog www.gamingandbranding.com Contents of my book: www.laatmetjemerkspelen.nl

57. A Brand New Playground Laat met je merk spelen! Thank you! – One video to conclude?