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How #GameThinking is Changing Brands?
- GAMIFICATION changing brands how game thinking is ALEXDROZDOVSKY
- Are you selling ice-cream?
- Successful seller sellshimself
- BUSINESS classics
- ?howdo we sell
- Sexsells!
- click
- Magic sells!
- ProfitQ4 $6b $8b 2011 2012
- Free stuff sells!
- Cats sell!
- click
- Fun sells!
- Joy stick industry
- 2011
- Globalsales$154b +20% in 2014
- wordoftheyear OXFORD dictionary Gamification
- >300mpeopleplay social games
- 3bhoursaweek Weplaygames as a planet
- PLAYis fun takes place within defined boundaries cannot be enforced Johan Huizinga Homo Ludens
- MOTIVATION
- LOYALTY
- engagement
- Tangible Goods 1800s
- Tangible Goods 1800s Cash Incentives 1930s
- Tangible Goods 1800s Cash Incentives 1930s Loyalty Systems 1980s
- Tangible Goods 1800s Cash Incentives 1930s Virtual Rewards 2000s Loyalty Systems 1980s
- 0 50 100 150 200 1800 1850 1900 1950 2000 2050 loyaltycosts status&socialpower
- EXPLORATIONunstructured process of understanding life around
- PLAYplay is unstructured exploration within certain parameters
- GAMEa game is a problem solving activity, approached with a playful attitude
- GAMIFICATION the use of game-thinking and game mechanics in non-game contexts in order to solve problems and engage audiences
- click
- Games are structured PlayStructured play imposes further objectives and rules resulting in a game
- Explore Play Game BehaviorLife
- Explore Play Game Behavior Explore Life
- Explore Play Game Behavior Explore Play Life
- Explore Play Game Behavior Explore Play Game Life
- Gamingmakes lifemoreFunnn!
- TheStructure ofaGame
- Wincondition whichservesasa criteria for completing thegamesuccessfully
- Objectives whattheplayer has to achieve
- Actions thebehaviortheplayerhastoexhibittoplaythegame
- Obstacles whattheplayer has to overcome to achieve theobjective
- Rules constraints thatmustbeobservedwhilst playing thegame
- Game Win condition Objectives Actions Obstacles Rules Achieve X By Y Overcoming Z Without A B C
- Structuring brands asGames
- Wincondition Game:whichserves as a criteria for completing thegamesuccessfully Brand Game:what behavior does the brand help consumers‘game’,how do they win?
- Objectives Game:whattheplayer has toachieve Brand Game:what are we actually asking people to do?
- Actions Game:thebehaviortheplayerhastoexhibittoplaythegame Brand Game:how does the player go about gaming that behavior,what does the brand provide to make this possible?
- 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?
- Rules Game:constraintsthatmustbeobserved whilst playing thegame Brand Game:what are the rules of the brand game,and how are they enforced?
- Thanks
- GamerTypologies
- Achievers ExplorersSocializers Killers acting interacting worldplayers acting on other players interacting with other players acting on the world interacting with the world
- Achievers
- Achievers ExplorersSocializers Killers acting interacting worldplayers acting on other players interacting with other players acting on the world interacting with the world
- Explorers
- Achievers ExplorersSocializers Killers acting interacting worldplayers acting on other players interacting with other players acting on the world interacting with the world
- Socializers
- Achievers ExplorersSocializers Killers acting interacting worldplayers acting on other players interacting with other players acting on the world interacting with the world
- Killers
- Achievers ExplorersSocializers Killers acting interacting worldplayers acting on other players interacting with other players acting on the world interacting with the world
- 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
- Escore recency frequency duration virality ratings
- 0 25 50 75 100 cafe dating ecommerce recency frequency duration virality ratings
- Cases
- Whatkindof armyman areyou dude?
- 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
- 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
- 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
- DEAD
- HOPE
- 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
- RESULTS After one month of the campaign the number of clients for 'Charter' exceeded summer season’s numbers
- thanks for playing!
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