MOBILE PLAYTHE GAME CHANGEROCTOBER 2012PRESENTED BY COLIN CARDWELL
PRESENTATION OUTLINE  Who are 3RD SENSE?  The State of Play  The Mobile Landscape  Why is Play Effective?  Gamification  A...
WHO ARE 3RD SENSE?
WE DO PLAY  Australia’s leading ‘Play Agency’  10 years old, established in 2002  A team of 20 technology creatives workin...
WEB PLAY Web games Web promotions and competitions Single player Multiplayer Micro-sites Leader boards
MOBILE PLAY  iOS (iPhone and iPad)  Android  Cross platform  Stand alone and  connected  Free and Paid
SOCIAL PLAY  Facebook Apps  Facebook Pages  Facebook Connect  Twitter integration  Promotions and  Competition
DESKTOP PLAY Desktop installable games and Apps Windows, Mac, Linux CD, USB, Web distribution DRM
GAMIFICATION  Making non-game activities more game  like  Motivating and rewarding with points,  leader boards, awards, sh...
OUR TOOLKIT  Over 100 game engines  Cross platform development framework  Robust high traffic hosting platform  Email mark...
THE WAY WE WORKWe aim to craft custom solutions for our clientswhilst re-using existing code and tools whereverpossible. T...
HOUSE PROJECTS We are also the publisher of Fizzy.com which has over 1750 games and 800,000 members We are the publisher o...
WHO WE WORK WITH
THE STATE OF PLAY
…there has been revolution in    the games industry
Before the revolution we knew where we stood…  Gamers were young adult males who were anti-social, ate  Pizza, drank Coke ...
Kids!        And then this happened…
THE MOBILE LANDSCAPE
SMARTPHONES IN AUSTRALIATELSYTE SMARTPHONE MARKET STUDY 2012   Already some 12 million consumers use   smartphones (more t...
SALES BY OS
APP REVENUE IOS VS ANDROID
NON VOICE USAGE (APPS)
USE OF SMARTPHONES IN AUSTRALIA
APPS VS MSITES: APPS ARE WINNING
DIGITAL AUSTRALIA 2012  Females make up 47% of the total game population, up  from 46% in 2008.  The average age of video ...
DIGITAL AUSTRALIA 2012  The average adult gamer has been playing video  games for 12 years, 26% have been playing for more...
TO SUM UP   Smartphone use in Australia is already huge and   continuing to grow   A very large amount of time is spent pl...
THE POINT IS…                     Marketing Budget                      Social            Mobile                          ...
PLAY SHOULD BE IN THE MIX                         Marketing Budget                          Play                Social    ...
WHY IS PLAY EFFECTIVE?
NOT CONSIDERED ADVERTISING  Most advertising  interrupts, games are  considered content  Which leaves people  feeling good...
SHAREABLE CONTENT Good games are genuinely talked about and shared across all social networks Sharing can be integrated in...
GREAT FOR DATA COLLECTION  Will exchange data for access  to play, competition  entries, prizes, etc.  Increased propensit...
TARGET SPECIFIC AUDIENCES  Different audiences like different types of  games  Different audiences play for different reas...
CAN DRIVE ACTIONS  Games can be the reward for actions  Competition entry can be the reward for actions  Actions can be in...
LONG ENGAGEMENT TIMES Deep brand engagement Great for communicating complex messages Games are different every time you pl...
WHAT MAKES CONTENT ENGAGING                                     Intrinsically                                      Enjoyab...
GAMES ARE ENGAGING                                     Intrinsically                                      Enjoyable       ...
GAMES COMPARED TO OTHER MEDIA                  TV         RADIO         PRINT        WEB        SEARCH        EMAIL       ...
GAMIFICATION
GAMIFICATION IS…    Making non-game activities         more game-like
GAMIFICATION IS…Making things more:   Fun and Playful   Rewarding and Engaging   Exciting and Challenging   Competitive an...
GAMIFICATION IS…  Motivating people to do the things you want them to do  Using the methods that game designers use  Track...
BROAD RANGE OF APPLICATIONS  Education, to motivate learners  Motivate and reward staff  Change in behaviour at a society ...
IN SMALL WAYS
IN BIG WAYS
THE PEOPLE ARE ASKINGWhen it comes to all the boring things in theworld, the people are asking…Why can’t this be fun?
THE SMARTPHONE FACTOR Real time interactions Geo-targeted events Real time rewards, feedback and reporting Open line of co...
THE QUESTION……marketeers should be asking is   How can we make our               App fun?
THE SECRET GAME DESIGNERS TOOLBOX
THE TOOLS  Points              Levels and Progression  Leader boards       Badges and Trophies  Virtual Currency    Social...
FUN    CHALLENGING FUN                             EASY FUN                                              Surprise, Adventu...
ACHIEVING SUCCESS
BEGIN WITH THE END IN MIND  What actions do you want  your customers to take?  Set specific goals  Consider how you will t...
PUT THE AUDIENCE FIRST  Identify the game or playful  content which will appeal to  your audience  Be subtle about brand  ...
INTEGRATE WITH THE WIDERCAMPAIGN  The game should be part of  the marketing mix  The game could be the  centre of the camp...
PROMOTE THE GAME Just building the game isn’t enough, you need to promote it too Be smart about the targeting of that prom...
THINK LONGER TERM  Think beyond the campaign  Games can remain popular  for years  Some players will get upset if  you rem...
MEASUREMENT
SO MANY WAYS TO MEASURE Game plays Players Playing time Responses Data Collected Track events within a game In fact, games...
THE ENGAGEMENT MINUTE Reflect the importance of engagement Allows you to compare campaigns and projects Easier to compare ...
CASE STUDIES
SWORDS AND SANDALSBackgroundBy 2010, 3RD SENSE’s popular ‘gladiatorial combat’ online gamefranchise ‘Swords and Sandals’ h...
SWORDS AND SANDALS
SWORDS AND SANDALS
SWORDS AND SANDALSThe outcomes  Become the #1 Role-Playing iPhone Game in 30 countries (App Stores)  Generated over 400,00...
EGGY WORDS FOR BLAKEObjectiveMake learning sight words fun for 5 year olds (there are 250to learn)The Game    Kids have to...
EGGY WORDS
EGGY WORDS
FOX FOOTY LIVE KICKObjectiveFox Sports wanted to engage Footy fans when they were watchingthe game on TVThe Game    Give t...
FOX FOOTY LIVE KICK
NRL ON FOX LIVE KICK
QUESTIONS?
LET’S START A CONVERSATION…If you’re looking for a Mobile Game that CUTS THROUGH thenoise, CONNECTS with your target audie...
3RDSENSE Mobile Play Melbourne_2012
3RDSENSE Mobile Play Melbourne_2012
3RDSENSE Mobile Play Melbourne_2012
3RDSENSE Mobile Play Melbourne_2012
3RDSENSE Mobile Play Melbourne_2012
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3RDSENSE Mobile Play Melbourne_2012

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In this presentation we look at the case for including mobile games and play-based activity in the marketing mix. 75% of Australian adults now own a smartphone. On average, smartphone owners play for games for 24 minutes each day. Together with social networking, that's the largest amount of time spent on any smartphone activity. And everyone plays - the smartphone has made men and women of all ages into game players.
So the question for marketers becomes, if your customers and potential customers are playing why not allow them to play with you?
Take a look at the presentation to find out how games and play-based activity delivers for marketers.

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3RDSENSE Mobile Play Melbourne_2012

  1. 1. MOBILE PLAYTHE GAME CHANGEROCTOBER 2012PRESENTED BY COLIN CARDWELL
  2. 2. PRESENTATION OUTLINE Who are 3RD SENSE? The State of Play The Mobile Landscape Why is Play Effective? Gamification Achieving Success Measuring Performance 3 Case Studies
  3. 3. WHO ARE 3RD SENSE?
  4. 4. WE DO PLAY Australia’s leading ‘Play Agency’ 10 years old, established in 2002 A team of 20 technology creatives working out of our North Sydney studio Creators of Games and Apps with over 250 projects under our belt We work on web, mobile, desktop and social platforms And we do Gamification
  5. 5. WEB PLAY Web games Web promotions and competitions Single player Multiplayer Micro-sites Leader boards
  6. 6. MOBILE PLAY iOS (iPhone and iPad) Android Cross platform Stand alone and connected Free and Paid
  7. 7. SOCIAL PLAY Facebook Apps Facebook Pages Facebook Connect Twitter integration Promotions and Competition
  8. 8. DESKTOP PLAY Desktop installable games and Apps Windows, Mac, Linux CD, USB, Web distribution DRM
  9. 9. GAMIFICATION Making non-game activities more game like Motivating and rewarding with points, leader boards, awards, sharing, storytelling, virtual economies, and more Games might be part of the strategy, but not necessarily Increase customer loyalty, change behaviours, increase profits, differentiate brands, drive learning, track behaviours and more
  10. 10. OUR TOOLKIT Over 100 game engines Cross platform development framework Robust high traffic hosting platform Email marketing system Analytics and reporting Competition management and draw system Virtual economy platform Ad serving platform Ad network Cross platform test suite
  11. 11. THE WAY WE WORKWe aim to craft custom solutions for our clientswhilst re-using existing code and tools whereverpossible. This means we can: Deliver against objectives Deliver on Time Stay within budget
  12. 12. HOUSE PROJECTS We are also the publisher of Fizzy.com which has over 1750 games and 800,000 members We are the publisher of hit games like Swords and Sandals Our games are played more than 25 million times every month around the World
  13. 13. WHO WE WORK WITH
  14. 14. THE STATE OF PLAY
  15. 15. …there has been revolution in the games industry
  16. 16. Before the revolution we knew where we stood… Gamers were young adult males who were anti-social, ate Pizza, drank Coke by the BIG bottle and had no life. Or maybe…
  17. 17. Kids! And then this happened…
  18. 18. THE MOBILE LANDSCAPE
  19. 19. SMARTPHONES IN AUSTRALIATELSYTE SMARTPHONE MARKET STUDY 2012 Already some 12 million consumers use smartphones (more than 50% of the population) By 2014, more Australians will access digital services via smartphone than a computer By 2016, more than 20 million smartphone users in Australia By 2016, more than 50% will be using 4G (LTE)
  20. 20. SALES BY OS
  21. 21. APP REVENUE IOS VS ANDROID
  22. 22. NON VOICE USAGE (APPS)
  23. 23. USE OF SMARTPHONES IN AUSTRALIA
  24. 24. APPS VS MSITES: APPS ARE WINNING
  25. 25. DIGITAL AUSTRALIA 2012 Females make up 47% of the total game population, up from 46% in 2008. The average age of video game players in Australia is 32 years, up from 30 in 2008. 75% of gamers in Australia are aged 18 years or older. 94% of 6 to 15 years play video games 43% of those aged 51 or older play video games.
  26. 26. DIGITAL AUSTRALIA 2012 The average adult gamer has been playing video games for 12 years, 26% have been playing for more than 20. Playing habits are moderate with 59% playing for up to an hour at one time and only 3% playing for five or more hours in one sitting. 57% of all gamers play either daily or every other day. Mobile phones are used to play games in 43% of game households, tablet computers in 13%.
  27. 27. TO SUM UP Smartphone use in Australia is already huge and continuing to grow A very large amount of time is spent playing games Male and Female audiences like to play All age groups like to playWhich means that all marketing departments should be exploring the potential of Play based content
  28. 28. THE POINT IS… Marketing Budget Social Mobile TV Online Outdoor Radio Press
  29. 29. PLAY SHOULD BE IN THE MIX Marketing Budget Play Social TV Mobile Online Radio Outdoor Press
  30. 30. WHY IS PLAY EFFECTIVE?
  31. 31. NOT CONSIDERED ADVERTISING Most advertising interrupts, games are considered content Which leaves people feeling good about it Which is a great state to associate with your brand
  32. 32. SHAREABLE CONTENT Good games are genuinely talked about and shared across all social networks Sharing can be integrated into the game
  33. 33. GREAT FOR DATA COLLECTION Will exchange data for access to play, competition entries, prizes, etc. Increased propensity to ‘Opt in’ Will login with Facebook Connect and similar to access to games
  34. 34. TARGET SPECIFIC AUDIENCES Different audiences like different types of games Different audiences play for different reasons Which means that with the right game design, you can target very specifically
  35. 35. CAN DRIVE ACTIONS Games can be the reward for actions Competition entry can be the reward for actions Actions can be integrated into the game Discounts and vouchers can have higher perceived value if someone has had to play to win them
  36. 36. LONG ENGAGEMENT TIMES Deep brand engagement Great for communicating complex messages Games are different every time you play, so lots of repeat play Long time + good feelings = LOVE
  37. 37. WHAT MAKES CONTENT ENGAGING Intrinsically Enjoyable Offers Fun! Participation/ Sociability CONTENT Utilitarian/ Community Informative Building Stimulating/ Challenging Inspiring
  38. 38. GAMES ARE ENGAGING Intrinsically Enjoyable Offers Fun! Participation/ Sociability GAMES Utilitarian/ Community Informative Building Stimulating/ Challenging Inspiring
  39. 39. GAMES COMPARED TO OTHER MEDIA TV RADIO PRINT WEB SEARCH EMAIL GAMES DISPLAY Sight Sight Sight Sight Sight Sight SightSENSES Hearing Hearing Hearing Hearing Hearing Hearing HearingEMPLOYED Touch Touch Touch Touch Touch Touch TouchEXPOSURE 15-30 sec 15-30 sec 5-10 sec 2-3 sec 2-3 sec 0-1 min 5-10 min +TIMEBRANDINGDIRECTRESPONSEINTERACTIVITYDATAGATHERINGSOCIALINTEGRATION
  40. 40. GAMIFICATION
  41. 41. GAMIFICATION IS… Making non-game activities more game-like
  42. 42. GAMIFICATION IS…Making things more: Fun and Playful Rewarding and Engaging Exciting and Challenging Competitive and Collaborative Social and Sharable
  43. 43. GAMIFICATION IS… Motivating people to do the things you want them to do Using the methods that game designers use Tracking that activity So that we can feedback and continue to motivate
  44. 44. BROAD RANGE OF APPLICATIONS Education, to motivate learners Motivate and reward staff Change in behaviour at a society level Increase customer loyalty and therefore increase sales and profits Make apps more fun
  45. 45. IN SMALL WAYS
  46. 46. IN BIG WAYS
  47. 47. THE PEOPLE ARE ASKINGWhen it comes to all the boring things in theworld, the people are asking…Why can’t this be fun?
  48. 48. THE SMARTPHONE FACTOR Real time interactions Geo-targeted events Real time rewards, feedback and reporting Open line of communication With someone all the time It’s where people play
  49. 49. THE QUESTION……marketeers should be asking is How can we make our App fun?
  50. 50. THE SECRET GAME DESIGNERS TOOLBOX
  51. 51. THE TOOLS Points Levels and Progression Leader boards Badges and Trophies Virtual Currency Social Media Integration Virtual Items Fun Virtual Economies
  52. 52. FUN CHALLENGING FUN EASY FUN Surprise, Adventure, Objectives, Rewards, Accomplishm Discovery, Mystery, ent, Frustration, Addiction, Focus Imagination, Curiosity Goals, Strategy, Obstacles, Levels Content, Experiences, Exploration 4 TYPES OF FUN PEOPLE FUN CREATIVE FUN Generosity, Co-operation, Niche Creativity, Expression, Interests, Networking Individuality, Personalisation Collaboration, Competition, Com Avatars, Customisation, Choice munity
  53. 53. ACHIEVING SUCCESS
  54. 54. BEGIN WITH THE END IN MIND What actions do you want your customers to take? Set specific goals Consider how you will track and measure the performance?
  55. 55. PUT THE AUDIENCE FIRST Identify the game or playful content which will appeal to your audience Be subtle about brand integration, no need to shout Reward your target audience for deeply engaging with your brand, they’ll love you for it
  56. 56. INTEGRATE WITH THE WIDERCAMPAIGN The game should be part of the marketing mix The game could be the centre of the campaign Or designed to target part of the audience
  57. 57. PROMOTE THE GAME Just building the game isn’t enough, you need to promote it too Be smart about the targeting of that promotion You can pay per install on mobile devices Integrate with broader campaigns
  58. 58. THINK LONGER TERM Think beyond the campaign Games can remain popular for years Some players will get upset if you remove the game
  59. 59. MEASUREMENT
  60. 60. SO MANY WAYS TO MEASURE Game plays Players Playing time Responses Data Collected Track events within a game In fact, games can probably give you more reporting metrics than any other media
  61. 61. THE ENGAGEMENT MINUTE Reflect the importance of engagement Allows you to compare campaigns and projects Easier to compare with other media costs We now measure and report on Engagement Minutes
  62. 62. CASE STUDIES
  63. 63. SWORDS AND SANDALSBackgroundBy 2010, 3RD SENSE’s popular ‘gladiatorial combat’ online gamefranchise ‘Swords and Sandals’ had had over 250 million gameplays over 5 years. The obvious next step was an iPhone gameObjectives Generate revenue, sell games Cross promote the existing game (Test the platform’s commercial opportunities)
  64. 64. SWORDS AND SANDALS
  65. 65. SWORDS AND SANDALS
  66. 66. SWORDS AND SANDALSThe outcomes Become the #1 Role-Playing iPhone Game in 30 countries (App Stores) Generated over 400,000 downloads (including paid & free) Seen over 40 million virtual gladiators fall on the sand! Generated around $200,000 in net revenue
  67. 67. EGGY WORDS FOR BLAKEObjectiveMake learning sight words fun for 5 year olds (there are 250to learn)The Game Kids have to swipe the flying eggs with the right words on them Collect bonus items, earn rewards and hatch new animals Lots of fun sounds and animations Include reporting for parents
  68. 68. EGGY WORDS
  69. 69. EGGY WORDS
  70. 70. FOX FOOTY LIVE KICKObjectiveFox Sports wanted to engage Footy fans when they were watchingthe game on TVThe Game Give the fans a game they can play against each other. Make it real by using Live Kick data from the match. Add a Virtual Currency layer to use fan’s passion to drive brand actions. Add in great prizes as an additional motivator Extend into NRL too
  71. 71. FOX FOOTY LIVE KICK
  72. 72. NRL ON FOX LIVE KICK
  73. 73. QUESTIONS?
  74. 74. LET’S START A CONVERSATION…If you’re looking for a Mobile Game that CUTS THROUGH thenoise, CONNECTS with your target audience and drives theACTIONS you want, get in touch. 02 89 231 200 commercial@3rdsense.com www.3rdsense.com

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