How #GameThinking is Changing Brands?

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Gamification - essentially redefining the classical model of communication. It's the use of game mechanics and elements of motivation systems and approaches to design for non-gaming activities and services. Notorious David Droga often says that 95% of advertising is pollution and the invasion of the information field of human rights. Approach allows the use of gamification advertising activity to a more organic and natural to man, it has the potential to become a useful content.

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How #GameThinking is Changing Brands?

  1. GAMIFICATION changing brands how game thinking is ALEXDROZDOVSKY
  2. Are you selling ice-cream?
  3. Successful seller sellshimself
  4. BUSINESS classics
  5. ?howdo we sell
  6. Sexsells!
  7. click
  8. Magic sells!
  9. ProfitQ4 $6b $8b 2011 2012
  10. Free stuff sells!
  11. Cats sell!
  12. click
  13. Fun sells!
  14. Joy stick industry
  15. 2011
  16. Globalsales$154b +20% in 2014
  17. wordoftheyear OXFORD dictionary Gamification
  18. >300mpeopleplay social games
  19. 3bhoursaweek Weplaygames as a planet
  20. PLAYis fun takes place within defined boundaries cannot be enforced Johan Huizinga Homo Ludens
  21. MOTIVATION
  22. LOYALTY
  23. engagement
  24. Tangible Goods 1800s
  25. Tangible Goods 1800s Cash Incentives 1930s
  26. Tangible Goods 1800s Cash Incentives 1930s Loyalty Systems 1980s
  27. Tangible Goods 1800s Cash Incentives 1930s Virtual Rewards 2000s Loyalty Systems 1980s
  28. 0 50 100 150 200 1800 1850 1900 1950 2000 2050 loyaltycosts status&socialpower
  29. EXPLORATIONunstructured process of understanding life around
  30. PLAYplay is unstructured exploration within certain parameters
  31. GAMEa game is a problem solving activity, approached with a playful attitude
  32. GAMIFICATION the use of game-thinking and game mechanics in non-game contexts in order to solve problems and engage audiences
  33. click
  34. Games are structured PlayStructured play imposes further objectives and rules resulting in a game
  35. Explore Play Game BehaviorLife
  36. Explore Play Game Behavior Explore Life
  37. Explore Play Game Behavior Explore Play Life
  38. Explore Play Game Behavior Explore Play Game Life
  39. Gamingmakes lifemoreFunnn!
  40. TheStructure ofaGame
  41. Wincondition whichservesasa criteria for completing thegamesuccessfully
  42. Objectives whattheplayer has to achieve
  43. Actions thebehaviortheplayerhastoexhibittoplaythegame
  44. Obstacles whattheplayer has to overcome to achieve theobjective
  45. Rules constraints thatmustbeobservedwhilst playing thegame
  46. Game Win condition Objectives Actions Obstacles Rules Achieve X By Y Overcoming Z Without A B C
  47. Structuring brands asGames
  48. Wincondition Game:whichserves as a criteria for completing thegamesuccessfully Brand Game:what behavior does the brand help consumers‘game’,how do they win?
  49. Objectives Game:whattheplayer has toachieve Brand Game:what are we actually asking people to do?
  50. Actions Game:thebehaviortheplayerhastoexhibittoplaythegame Brand Game:how does the player go about gaming that behavior,what does the brand provide to make this possible?
  51. Obstacles Game:whattheplayer has toovercome to achieve theobjective Brand Game:what obstacles will the player encounter,how does the brand help the player overcome them?
  52. Rules Game:constraintsthatmustbeobserved whilst playing thegame Brand Game:what are the rules of the brand game,and how are they enforced?
  53. Thanks
  54. GamerTypologies
  55. Achievers ExplorersSocializers Killers acting interacting worldplayers acting on other players interacting with other players acting on the world interacting with the world
  56. Achievers
  57. Achievers ExplorersSocializers Killers acting interacting worldplayers acting on other players interacting with other players acting on the world interacting with the world
  58. Explorers
  59. Achievers ExplorersSocializers Killers acting interacting worldplayers acting on other players interacting with other players acting on the world interacting with the world
  60. Socializers
  61. Achievers ExplorersSocializers Killers acting interacting worldplayers acting on other players interacting with other players acting on the world interacting with the world
  62. Killers
  63. Achievers ExplorersSocializers Killers acting interacting worldplayers acting on other players interacting with other players acting on the world interacting with the world
  64. fromBroadcastBrand 1. choosing a behavior to game 2. understanding the consumer as a gamer 3. gaming behavior 4. setting a brand ‘win condition’ 5. building the brand as a game toan InteractiveBrand
  65. Escore recency frequency duration virality ratings
  66. 0 25 50 75 100 cafe dating ecommerce recency frequency duration virality ratings
  67. Cases
  68. Whatkindof armyman areyou dude?
  69. 1. Intense competition in the labor market 2. Low image (the success of promotion - just the physical aspect) 3. Loss of interest in the army as a place to work SWEDISHARMYBACKGROUND
  70. To launch a unique interactive game, in which users need to solve first intellectual challenges and puzzles, and prove that they deserve to work in the Swedish army The games test memory,concentration,spatial thinking and multitasking and on conclusion a result is delivered which collates the team’s ability as a whole. This multiple connectivity experience is sure to grab the attention of the restless target audience,but it remains to be seen if it will result in additional sign-ups. SOLUTION
  71. RESULTS 30% of the core audience (56K people) were involved in the communication 360K users came to the site, 50% of them had attempted to solve the problem The high level of buzz In one month,the Swedish army enrolled more than during the previous year
  72. DEAD
  73. HOPE
  74. Consumer conversion dramatically increases if we make them involved into the communication and get huge positive charge Try to make consumer wanting to stay young and reckless again: we all need that.The only one that does not work - girls teenagers: they can not be young and they like to older SOLUTION
  75. RESULTS After one month of the campaign the number of clients for 'Charter' exceeded summer season’s numbers
  76. thanks for playing!

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