Bart Hufen -BrandNewGameLaat met je Merk Spelen!
Content1. Digital Context2.Digital Consumer3.Digital Case4.Wrap up
Who the f*!?
: @BartHufenBizz : www.brandnewgame.nlBlog : www.gamingandbranding.comBook : www.brandnewplayground.com
Building Brands in the Digital       Era
DigitalContext
1/4 Digital Context1. The Digital Branding Universe2. Games within the Digital Branding Universe3. Why games?
Digital Branding Universe
1972    1979    1986    2000    2007 …
1/4 Digital Context2. Games within the Digital Branding Spectrum, as apromotional tool:-   Product placement-   In-game ad...
BrandNewGame2/3.Wat is dat?    Digital Design
1/4 Digital Context3. Why use games as a tool for marketing communication?-   Games are fun-   Invited by the consumer-   ...
DigitalConsumer
2/4 Digital Consumer
2/4 Digital Consumer•   > 600 million people on Facebook•   > 60 million people play FarmVille•   50% of Facebook are acti...
2/4 Digital ConsumerFarmVille
2/4 Digital ConsumerFarmVille
2/4 Digital ConsumerFarmVille
FarmVille
2/4 Digital ConsumerOld McDonald had a Farm…
2/4 Digital ConsumerOld McDonald had a Farm…
2/4 Digital ConsumerSome Facts
2/4 Digital ConsumerSome Facts
2/4 Digital Consumer
2/4 Digital Consumer
DigitalCases
3/4 Digital Cases• Games to support objectives on: •   Product •   Price •   Place •   Personnel •   Promotion
3/4 Digital Cases• Promotion: Bjorn Borg Europe •   Increase traffic to stores •   Increase conversion
3/4 Digital Cases• Promotion: Bjorn Borg Europe •   Target: Young minded men & women aged     18-30 •   Concept: Play Tenn...
3/4 Digital Cases                            Weird         New Balls     Fun                    Scores                    ...
3/4 Digital CasesA Brand New Ballgame called ‘Bjöng’
3/4 Digital CasesA Brand New Ballgame called ‘Bjöng’10 minute playtime gives the right to 10 euro discount
3/4 Digital Cases Play the Bjöng Challenge and win 10 pound discount at Selfridges
3/4 Digital Cases
3/4 Digital Cases
3/4 Digital CasesPOSTER / AD & DIGITAL VOUCHER
4/4 Wrap up• Thanks for your time!•   Follow me on Twitter: @BartHufen•   Next: ‘Spil doctor’ Oscar Diele!
Oscar Diele – Spil Games
Kennismaking©
SPIL
GAMES
2004
2004
Publisher van game     platforms…©
SPIL
GAMES
…en ook een game developer©
SPIL
GAMES
Volgens een simpel recept
Sterke lokale domeinnamen
Sterke lokale domeinnamenGames.co.id           Gioco.itGirlsgogames.com        Jeux.frJuegos.com              Jeu.frSpel.n...
Gericht op 3 doelgroepen
Gelokaliseerde content
Gelokaliseerde content
Eenvoud
Gratis
130 miljoen unieke bezoekers                                                                             UV’s
(MAU’s)     ...
©
SPIL
GAMES
©
SPIL
GAMES
Caring                 Dress ups                 Animals               Cooking©
SPIL
GAMES
Creativiteit               Caring                 Dress ups                 Animals               Cooking©
SPIL
GAMES
©
SPIL
GAMES
Racing Action       Sports©
SPIL
GAMES
Racing Action       SportsCompetitie©
SPIL
GAMES
©
SPIL
GAMES
Time-management  Quizzes   Puzzles©
SPIL
GAMES
Tijd voor jezelfTime-management  Quizzes   Puzzles©
SPIL
GAMES
We hebben een sociale laag      toegevoegd…   Create
a
profile
We hebben een sociale laag      toegevoegd…   Create
a
profile   Create
an
Avatar
We hebben een sociale laag      toegevoegd…   Create
a
profile   Create
an
Avatar   Leave
Comments
We hebben een sociale laag      toegevoegd…     Create
a
profile     Create
an
Avatar   Leave
Comments  Awards
&
High
Scores
We hebben een sociale laag      toegevoegd…     Create
a
profile     Create
an
Avatar   Leave
Comments  Awards
&
High
Score...
We hebben een sociale laag      toegevoegd…     Create
a
profile     Create
an
Avatar   Leave
Comments  Awards
&
High
Score...
We hebben een sociale laag      toegevoegd…         >16M
        profiles     Create
a
profile     Create
an
Avatar   Leave
...
We hebben een sociale laag      toegevoegd…         >16M
             >300k
per
        profiles              week     Crea...
We hebben een sociale laag      toegevoegd…         >16M
             >300k
per
          >50
per
        profiles         ...
We hebben een sociale laag      toegevoegd…         >16M
             >300k
per
          >50
per
        profiles         ...
…en onze games aangesloten
250 games gelanceerd in Q1                                  TOP
GAMES                                 3                   ...
250 games gelanceerd in Q1                                  TOP
GAMES                                 2                   ...
250 games gelanceerd in Q1                                  TOP
GAMES                                 1                   ...
De lifecycle van een game                                                               game
plays
per
day                ...
Uitbreiding distributie model           iOS          Mobile          Android            Spilgames             Social
Teens...
Unite theworld in play
Emily Jacometti – FlavourHoe maak ik een game
‘Advergames’    (aka games voor merken)
Conversie verhogenNaamsbekendheid    Branding    Engaging   Entertaining    Informing  Merkbeleving     Activeren
hoe maak ik een game?
Stap 1  (Doel)
Do              Don’tDoelstelling   Doelstelling               Doelstelling               Doelstelling
Stap 2  (Doelgroep)
Doelgroep?
Doelgroep!
Do         Don’tSpecifiek   Algemeen
Do                Don’t  Specifiek         AlgemeenSerieus nemen   Zomaar een spel
Do                   Don’t  Specifiek           AlgemeenSerieus nemen     Zomaar een spelWaarde creëren   Focus op doorsturen
Do         Don’t

 
 
 
 
 
 


 
 
 
 
 

Stap 3  (type game)
Do              Don’tWaarden product   Milk a skin
Do                Don’tWaarden product    Milk a skin  Originaliteit   Copy overload
Do                  Don’tWaarden product      Milk a skin  Originaliteit    Copy overload  Verzorging      Huisstijl domin...
Do                    Don’tWaarden product        Milk a skin  Originaliteit      Copy overload  Verzorging        Huissti...
Do                    Don’tWaarden product        Milk a skin  Originaliteit      Copy overload  Verzorging        Huissti...
Do         Don’t

 
 
 
 
 
 


 
 
 
 
 

Stap 4  (Integratie)
Stap 4  (extra’s)
Do                  Don’tTechniek   Doet het reclame bureau wel
Do                            Don’t         Techniek            Doet het reclame bureau welShare op memorable moments     ...
Do                             Don’t         Techniek             Doet het reclame bureau welShare op memorable moments   ...
Do                             Don’t         Techniek             Doet het reclame bureau welShare op memorable moments   ...
Do         Don’t

 
 
 
 
 
 


 
 
 
 
 

Prangende vragen             wa kosda?kennik iets krijgen voor 2000 euro?      hebbie nog iets legge? Ik heb een goed idee...
Prangende vragen         10 - 100.000 euro           wa kos dattan?                 Neekennik iets krijgen voor 2000 euro?...
Anouk Wendling – Spil GamesGameseeding
We moeten iets met eengame…
Gamevertising??
Gamevertising??• Advergame
Gamevertising??• Advergame• In Game Advertising
Gamevertising??• Advergame• In Game Advertising• Sponsored Game
Gamevertising??• Advergame• In Game Advertising• Sponsored Game• Gamification
Gamevertising??• Advergame• In Game Advertising• Sponsored Game• Gamification• Social Gaming
Waarom ook al weer..?
Waarom ook al weer..?• Doelgroep staat open voor boodschap• Acceptatie advertising; 83%• Zichtbaarheid van merk / product ...
Project: een game
Project: een game• Wat werkt voor merk en doelgroep?
Project: een game• Wat werkt voor merk en doelgroep?• Awareness of actiematig?
Project: een game• Wat werkt voor merk en doelgroep?• Awareness of actiematig?• Wanneer is de game een succes?
Project: een game• Wat werkt voor merk en doelgroep?• Awareness of actiematig?• Wanneer is de game een succes?• Waar komt ...
Waar komt de game testaan?
Game op mijn actiepagina
Game op mijn actiepagina• Doelgroep komt niet vanzelf• Hoe trek je spelers naar je site?• Game is tool om verkeer aan te  ...
Gameseeding!!
Gameseeding?!Het plaatsen (zaaien) van de game opgameportals, zodat hij onder deaandacht komt van de doelgroep.
Media-inkoop bij de game• De game gespeeld krijgen• Meten = weten• De game bij de doelgroep brengen• Optimalisatie• Succes...
Seeding is onderdeel vanbudgetGameseeding is ongeveer 2/3 van hettotale campagne-budget.
Case: GSK SensodyneFoamshooterDoelgroep: Vrouwen 25-35 jaarDoelstelling: Activatie. Zoveel mogelijkkwalitatieve spelers (g...
GSK Sensodyne
GSK Sensodyne
GSK Sensodyne
Case: SpoorwegmuseumDoelgroep: KidsDoelstelling: bezoekersaantallenwebsite (en secundair: museum)vergrotenHoe: Trein ontwe...
Spoorwegmuseum
Spoorwegmuseum
Spoorwegmuseum
ConclusieVergeet de media-inkoop niet!
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  • Fueled by their passion for the online world and belief that the Internet would revolutionize the way people were gaming, entrepreneurs Peter Driessen and Bennie Eeftink acquired their first game site, spelletjes.nl, in 2004. \n
  • Started in 2004. Grown out to become a collection of 44 gaming websites. Recipe based on strong local domain names; simple, free, easy to access\n
  • This year we plan to publish ~1,000 new games of which ~20% comes from our own studio’s\n
  • \n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • A lot worked quite well.\n
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  • A lot worked quite well.\n
  • A lot worked quite well.\n
  • At spil games we offer 3 social gaming platforms\n
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  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • Targeted model\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
  • So, what do I mean when I say social layer: Here is a list. But, before I get into what worked, let me state that all this wasn’t something that happened overnight. We learned some valuable lessons. First of all, we underestimated the added complexity in becoming a dynamic content publisher (everything from calculating the number of staff/resource to system engineering, development, QA. For instance, amount of comments was far more than we thought. We had to invest in hardware to really be able process and benefit from that. But, we had to structure our tech team in a way that made us able to be more efficient. So, our advice is take some extra time to do a Premptive mortem instead of a post mortem when it comes to thinking about the complexity of a change like the one we took on.\n \nWe also learned that one size doesn’t fit all when it comes to all the social features. They don’t all resonate the same with target audiences. Girls love comments and UCG whereas teens more interested in high scores and awards. We discovered this as we went along are now targeting these respective social features these target groups.\n
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  • Performance has been good because of strong new titles from all studios and a lot of new licensed games.\n
  • Performance has been good because of strong new titles from all studios and a lot of new licensed games.\n
  • Performance has been good because of strong new titles from all studios and a lot of new licensed games.\n
  • Performance has been good because of strong new titles from all studios and a lot of new licensed games.\n
  • Performance has been good because of strong new titles from all studios and a lot of new licensed games.\n
  • Performance has been good because of strong new titles from all studios and a lot of new licensed games.\n
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  • Wie heeft er wel eens van gehoord?\n
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  • Speelkwartier slideshare

    1. 1. Bart Hufen -BrandNewGameLaat met je Merk Spelen!
    2. 2. Content1. Digital Context2.Digital Consumer3.Digital Case4.Wrap up
    3. 3. Who the f*!?
    4. 4. : @BartHufenBizz : www.brandnewgame.nlBlog : www.gamingandbranding.comBook : www.brandnewplayground.com
    5. 5. Building Brands in the Digital Era
    6. 6. DigitalContext
    7. 7. 1/4 Digital Context1. The Digital Branding Universe2. Games within the Digital Branding Universe3. Why games?
    8. 8. Digital Branding Universe
    9. 9. 1972 1979 1986 2000 2007 …
    10. 10. 1/4 Digital Context2. Games within the Digital Branding Spectrum, as apromotional tool:- Product placement- In-game advertising- Branded content- Visually adapted games- Advergames
    11. 11. BrandNewGame2/3.Wat is dat? Digital Design
    12. 12. 1/4 Digital Context3. Why use games as a tool for marketing communication?- Games are fun- Invited by the consumer- 100% Attention- Taps into our emotion: challenge- Activates all senses- InterActive engagement instead of lean-back entertainment- Replay can lead to weeks of brand-experience- It’s social!
    13. 13. DigitalConsumer
    14. 14. 2/4 Digital Consumer
    15. 15. 2/4 Digital Consumer• > 600 million people on Facebook• > 60 million people play FarmVille• 50% of Facebook are active gamers• > 7 million people on Hyves• > 4 million people play games on Hyves p.m.• 8/10 downloaded & paid apps are games
    16. 16. 2/4 Digital ConsumerFarmVille
    17. 17. 2/4 Digital ConsumerFarmVille
    18. 18. 2/4 Digital ConsumerFarmVille
    19. 19. FarmVille
    20. 20. 2/4 Digital ConsumerOld McDonald had a Farm…
    21. 21. 2/4 Digital ConsumerOld McDonald had a Farm…
    22. 22. 2/4 Digital ConsumerSome Facts
    23. 23. 2/4 Digital ConsumerSome Facts
    24. 24. 2/4 Digital Consumer
    25. 25. 2/4 Digital Consumer
    26. 26. DigitalCases
    27. 27. 3/4 Digital Cases• Games to support objectives on: • Product • Price • Place • Personnel • Promotion
    28. 28. 3/4 Digital Cases• Promotion: Bjorn Borg Europe • Increase traffic to stores • Increase conversion
    29. 29. 3/4 Digital Cases• Promotion: Bjorn Borg Europe • Target: Young minded men & women aged 18-30 • Concept: Play Tennis for Discount in €
    30. 30. 3/4 Digital Cases Weird New Balls Fun Scores Leading Urban Tennis QualityTongue in cheek Fashion Lifestyle Sports Underwear Comfortable Parties Dance Björn Borg Colorful Young Swedish Minded Down to Consumer earth Abba
    31. 31. 3/4 Digital CasesA Brand New Ballgame called ‘Bjöng’
    32. 32. 3/4 Digital CasesA Brand New Ballgame called ‘Bjöng’10 minute playtime gives the right to 10 euro discount
    33. 33. 3/4 Digital Cases Play the Bjöng Challenge and win 10 pound discount at Selfridges
    34. 34. 3/4 Digital Cases
    35. 35. 3/4 Digital Cases
    36. 36. 3/4 Digital CasesPOSTER / AD & DIGITAL VOUCHER
    37. 37. 4/4 Wrap up• Thanks for your time!• Follow me on Twitter: @BartHufen• Next: ‘Spil doctor’ Oscar Diele!
    38. 38. Oscar Diele – Spil Games
    39. 39. Kennismaking©
SPIL
GAMES
    40. 40. 2004
    41. 41. 2004
    42. 42. Publisher van game platforms…©
SPIL
GAMES
    43. 43. …en ook een game developer©
SPIL
GAMES
    44. 44. Volgens een simpel recept
    45. 45. Sterke lokale domeinnamen
    46. 46. Sterke lokale domeinnamenGames.co.id Gioco.itGirlsgogames.com Jeux.frJuegos.com Jeu.frSpel.nl Spelletjes.nl Ojogos.pt Spela.se Gry.pl Games.co.ukAgame.com Ojogos.com.br
    47. 47. Gericht op 3 doelgroepen
    48. 48. Gelokaliseerde content
    49. 49. Gelokaliseerde content
    50. 50. Eenvoud
    51. 51. Gratis
    52. 52. 130 miljoen unieke bezoekers UV’s
(MAU’s) 

 140,000,000
 

 105,000,000
 

 70,000,000
 

 35,000,000
 

 0
 1/1/09 2/1/09 3/1/09 4/1/09 5/1/09 6/1/09 7/1/09 8/1/09 9/1/09 10/1/09 11/1/09 12/1/09 2009 2010©
SPIL
GAMES
    53. 53. ©
SPIL
GAMES
    54. 54. ©
SPIL
GAMES
    55. 55. Caring Dress ups Animals Cooking©
SPIL
GAMES
    56. 56. Creativiteit Caring Dress ups Animals Cooking©
SPIL
GAMES
    57. 57. ©
SPIL
GAMES
    58. 58. Racing Action Sports©
SPIL
GAMES
    59. 59. Racing Action SportsCompetitie©
SPIL
GAMES
    60. 60. ©
SPIL
GAMES
    61. 61. Time-management Quizzes Puzzles©
SPIL
GAMES
    62. 62. Tijd voor jezelfTime-management Quizzes Puzzles©
SPIL
GAMES
    63. 63. We hebben een sociale laag toegevoegd… Create
a
profile
    64. 64. We hebben een sociale laag toegevoegd… Create
a
profile Create
an
Avatar
    65. 65. We hebben een sociale laag toegevoegd… Create
a
profile Create
an
Avatar Leave
Comments
    66. 66. We hebben een sociale laag toegevoegd… Create
a
profile Create
an
Avatar Leave
Comments Awards
&
High
Scores
    67. 67. We hebben een sociale laag toegevoegd… Create
a
profile Create
an
Avatar Leave
Comments Awards
&
High
Scores Create
an
Album
    68. 68. We hebben een sociale laag toegevoegd… Create
a
profile Create
an
Avatar Leave
Comments Awards
&
High
Scores Create
an
Album Make
Friends
    69. 69. We hebben een sociale laag toegevoegd… >16M
 profiles Create
a
profile Create
an
Avatar Leave
Comments Awards
&
High
Scores Create
an
Album Make
Friends
    70. 70. We hebben een sociale laag toegevoegd… >16M
 >300k
per
 profiles week Create
a
profile Create
an
Avatar Leave
Comments Awards
&
High
Scores Create
an
Album Make
Friends
    71. 71. We hebben een sociale laag toegevoegd… >16M
 >300k
per
 >50
per
 profiles week minute Create
a
profile Create
an
Avatar Leave
Comments Awards
&
High
Scores Create
an
Album Make
Friends
    72. 72. We hebben een sociale laag toegevoegd… >16M
 >300k
per
 >50
per
 profiles week minute Create
a
profile Create
an
Avatar Leave
Comments >1000
per
 hour Awards
&
High
Scores Create
an
Album Make
Friends
    73. 73. …en onze games aangesloten
    74. 74. 250 games gelanceerd in Q1 TOP
GAMES 3 Uphill
Rush
3 Single
player,
race
game 28.9M
game
plays
in
Q1Source:
Google
AnalyIcs
&
Viewar,
October
2010
(excl.
China
&
Japan)
    75. 75. 250 games gelanceerd in Q1 TOP
GAMES 2 Bubble
Shooter Single
player,
skill
game 30.2M
game
plays
in
Q1 3 Uphill
Rush
3 Single
player,
race
game 28.9M
game
plays
in
Q1Source:
Google
AnalyIcs
&
Viewar,
October
2010
(excl.
China
&
Japan)
    76. 76. 250 games gelanceerd in Q1 TOP
GAMES 1 Happy
Harvest Social
game,
farm
theme 55.2M
game
plays
in
Q1 2 Bubble
Shooter Single
player,
skill
game 30.2M
game
plays
in
Q1 3 Uphill
Rush
3 Single
player,
race
game 28.9M
game
plays
in
Q1Source:
Google
AnalyIcs
&
Viewar,
October
2010
(excl.
China
&
Japan)
    77. 77. De lifecycle van een game game
plays
per
day 1,500,000.0 1,125,000.0 Happy
Harvest Uphill
Rush
2 X
1
million 750,000.0 375,000.0 0 0 30 60 90 120 150 180 210 240 270 300 330 360 Days
since
launch©
SPIL
GAMES
    78. 78. Uitbreiding distributie model iOS Mobile Android Spilgames Social
Teens Gaming
 networks Facebook plaXorms Girls Hyves Family VZ
Netwerken
    79. 79. Unite theworld in play
    80. 80. Emily Jacometti – FlavourHoe maak ik een game
    81. 81. ‘Advergames’ (aka games voor merken)
    82. 82. Conversie verhogenNaamsbekendheid Branding Engaging Entertaining Informing Merkbeleving Activeren
    83. 83. hoe maak ik een game?
    84. 84. Stap 1 (Doel)
    85. 85. Do Don’tDoelstelling Doelstelling Doelstelling Doelstelling
    86. 86. Stap 2 (Doelgroep)
    87. 87. Doelgroep?
    88. 88. Doelgroep!
    89. 89. Do Don’tSpecifiek Algemeen
    90. 90. Do Don’t Specifiek AlgemeenSerieus nemen Zomaar een spel
    91. 91. Do Don’t Specifiek AlgemeenSerieus nemen Zomaar een spelWaarde creëren Focus op doorsturen
    92. 92. Do Don’t

 
 
 
 
 
 


 
 
 
 
 

    93. 93. Stap 3 (type game)
    94. 94. Do Don’tWaarden product Milk a skin
    95. 95. Do Don’tWaarden product Milk a skin Originaliteit Copy overload
    96. 96. Do Don’tWaarden product Milk a skin Originaliteit Copy overload Verzorging Huisstijl dominant
    97. 97. Do Don’tWaarden product Milk a skin Originaliteit Copy overload Verzorging Huisstijl dominantVirale verleiding Pushing ads
    98. 98. Do Don’tWaarden product Milk a skin Originaliteit Copy overload Verzorging Huisstijl dominantVirale verleiding Pushing ads Testen! Data greed
    99. 99. Do Don’t

 
 
 
 
 
 


 
 
 
 
 

    100. 100. Stap 4 (Integratie)
    101. 101. Stap 4 (extra’s)
    102. 102. Do Don’tTechniek Doet het reclame bureau wel
    103. 103. Do Don’t Techniek Doet het reclame bureau welShare op memorable moments Single serving budget
    104. 104. Do Don’t Techniek Doet het reclame bureau welShare op memorable moments Single serving budget Meten entry en exit gedrag Comments Schmomments
    105. 105. Do Don’t Techniek Doet het reclame bureau welShare op memorable moments Single serving budget Meten entry en exit gedrag Comments Schmomments Monitoring user behaviour Next!
    106. 106. Do Don’t

 
 
 
 
 
 


 
 
 
 
 

    107. 107. Prangende vragen wa kosda?kennik iets krijgen voor 2000 euro? hebbie nog iets legge? Ik heb een goed idee, interesse? wat is het effect dan? speelt mijn doelgroep spelletjes?
    108. 108. Prangende vragen 10 - 100.000 euro wa kos dattan? Neekennik iets krijgen voor 2000 euro? Ja, maar nog iets legge? hebbie voegt weinig toe Ik hebGaangoed idee, interesse? een we over praten Groot, het je gelddan? wat is als effect hebt Ja, heel vaak! speelt mijn doelgroep spelletjes?
    109. 109. Anouk Wendling – Spil GamesGameseeding
    110. 110. We moeten iets met eengame…
    111. 111. Gamevertising??
    112. 112. Gamevertising??• Advergame
    113. 113. Gamevertising??• Advergame• In Game Advertising
    114. 114. Gamevertising??• Advergame• In Game Advertising• Sponsored Game
    115. 115. Gamevertising??• Advergame• In Game Advertising• Sponsored Game• Gamification
    116. 116. Gamevertising??• Advergame• In Game Advertising• Sponsored Game• Gamification• Social Gaming
    117. 117. Waarom ook al weer..?
    118. 118. Waarom ook al weer..?• Doelgroep staat open voor boodschap• Acceptatie advertising; 83%• Zichtbaarheid van merk / product in game• Een goede game heeft een lange levensduur• Speler is bereid tot actie / handeling
    119. 119. Project: een game
    120. 120. Project: een game• Wat werkt voor merk en doelgroep?
    121. 121. Project: een game• Wat werkt voor merk en doelgroep?• Awareness of actiematig?
    122. 122. Project: een game• Wat werkt voor merk en doelgroep?• Awareness of actiematig?• Wanneer is de game een succes?
    123. 123. Project: een game• Wat werkt voor merk en doelgroep?• Awareness of actiematig?• Wanneer is de game een succes?• Waar komt game te staan?
    124. 124. Waar komt de game testaan?
    125. 125. Game op mijn actiepagina
    126. 126. Game op mijn actiepagina• Doelgroep komt niet vanzelf• Hoe trek je spelers naar je site?• Game is tool om verkeer aan te trekken• Andersom, dus…
    127. 127. Gameseeding!!
    128. 128. Gameseeding?!Het plaatsen (zaaien) van de game opgameportals, zodat hij onder deaandacht komt van de doelgroep.
    129. 129. Media-inkoop bij de game• De game gespeeld krijgen• Meten = weten• De game bij de doelgroep brengen• Optimalisatie• Succesvolle campagne
    130. 130. Seeding is onderdeel vanbudgetGameseeding is ongeveer 2/3 van hettotale campagne-budget.
    131. 131. Case: GSK SensodyneFoamshooterDoelgroep: Vrouwen 25-35 jaarDoelstelling: Activatie. Zoveel mogelijkkwalitatieve spelers (game uitspelen) uit dedoelgroep.
    132. 132. GSK Sensodyne
    133. 133. GSK Sensodyne
    134. 134. GSK Sensodyne
    135. 135. Case: SpoorwegmuseumDoelgroep: KidsDoelstelling: bezoekersaantallenwebsite (en secundair: museum)vergrotenHoe: Trein ontwerpen (totaal: 8.700!)
    136. 136. Spoorwegmuseum
    137. 137. Spoorwegmuseum
    138. 138. Spoorwegmuseum
    139. 139. ConclusieVergeet de media-inkoop niet!

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