Advergamng a World of Possibilities

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This presentation corresponds to the lecture given by Alvaro Gonzalez on the 07/31/2012 within the event “HOY JUEGA” organized by “Circulo Uruguayo de la Publicidad” and “Proanima”. Montevideo - Uruguay.

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Advergamng a World of Possibilities

  1. 1. ADVERGAMING A WORLD OF POSSIBILITIESÁlvaro GonzálezGame Designer – Senior ProducerKEF SENSEI – UNIVERSIDAD ORT URUGUAYThis presentation corresponds to the lecture given by Alvaro Gonzalez on the 07/31/2012 within the event “HOY JUEGA” organized by “CirculoUruguayo de la Publicidad” and “Proanima”. Montevideo - Uruguay.
  2. 2. TRIPLE A GAMES 10-40K USD 5 or more years…
  3. 3. CASUAL GAMES / EDUCATIONAL GAMES / SERIOUS GAMES 10 – 100K USD 8 months to 1 year
  4. 4. 7.03 Billons70%-80% of MobileDownloads are Video Games
  5. 5. 68% of Tablet´s ownersplay 1h a day.
  6. 6. ½ of internet population play Social Video Games510 millons 1/4 of internet population play Social Video Games DAILY 9.5hs per week
  7. 7. ADVERGAMING + VIRALITY
  8. 8. A NEW ERA…Why keep doing just traditional advertising?
  9. 9. GAME LANGUAGE COMMUNICATES MESSAGEENTERTAIN AWARENESS PERSUADE
  10. 10. “Tell me and Ill forget, Show me and I perhaps remember, Involve me and I will understand” Confucio
  11. 11. MAGIC CIRCLEproblemsfearuncertaindoubtresponsibilities commitment Fantasia immersion narrative escapism challenge experience meaning
  12. 12. Strengthen the brand´s image. High rate of recall by the user. ADVERGAME Lacking of communication noise. Have the ability to transmit and to let experience the product attributes of brand. Direct dialogue with the user.
  13. 13. 80´ Johnson & JohnsonTOOTH PROTECTORS - Atari
  14. 14. Coke – Coca-ColaPEPSI INVADERS - Atari
  15. 15. 7-Up Spot Game 90´
  16. 16. Pizza HutTORTUGAS NINJA II
  17. 17. Mc Donald´sGLOBAL GLADIATORS
  18. 18. Domino´s Pizza YO! NOID
  19. 19. Burger KingKING GAMES 00´
  20. 20. DoritosDASH OF DESTRUCTION
  21. 21. PanasonicTEMPLE OF ZOOM
  22. 22. COST EFFECTIVENESS MORE Banners Press TV. Advergame 1 seg. 5 seg. 30 seg. Hours… Months… Years…
  23. 23. Traditional INVESTMENTAdvertising ATTENTION INTEREST DESIRE ACTION
  24. 24. Advergaming INVESTMENTAdvertising ATTENTION VIRALITY INTEREST produce COMMITMENT feed DESIRE feed ACTION
  25. 25. Viral ADVER GAME Lunching Platform
  26. 26. Data - Information Segmentation Direct Dialog Data Base creation and modification
  27. 27. 15 millons of users
  28. 28. 57 millons of users Duration: 24 hs Reward: Virtual Object – Balloon with the “M” -
  29. 29. ESPN College Town
  30. 30. BUY at SUBWAY GET PROMO CODEPLAY ESPN College TownENTER the PROMO CODE Virtual Object (Subway´s Restaurant)
  31. 31. City Ville 57 millons of users Make a Survey: 4 City Cash Reservation at Accor Hotel: 104 City Cash Grassroot´s donation: 104 City Cash Buy Photography Software: 176 City CashEarn Virtual Money by Doing Real World Actions
  32. 32. Gift Cards to be used on the Social Game Exclusive Stores where you can get Gift Card.
  33. 33. thanks alvarogonzalez.mail@gmail.com Alvaro Gonzalez alvarogonzalez.skype Game Designer – Game Producer @WASDCtrlSPACE “Ive worked with Alvaro on several game projects over several years and have always been very impressed with his creative thinking andW www.alvarogonzalez.us inventive designs. Alvaro always brings a unique and fresh design aesthetic that is more innovative and far more imaginative than other www.linkedin.com/in/alvarogon designers.” Aaron Norstad Senior Producer at Playdom Meet Latin American Game Developers www.mlagd.com meetlatinamericangamedev@gmail.com @LatAmeGameDev

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