Transmedia, Gamification, Advergaming


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Transmedia, Gamification, Advergaming

  1. 1. Transmedia, gamification,advergaming and other buzzwords Nicholas Lovell GAMESbrief October 27th, 2011
  2. 2. Nicholas Lovell, GAMESbrief • Author, How to Publish a Game, GAMESbrief Unplugged Volumes 1 &2 • Director, GAMESbrief ( • Clients include Atari, Channel 4, Channelflip, Firefly, IPC, nDreams, Rebellion and Square Enix • @nicholaslovell / @gamesbrief
  3. 3. Subscribe to the blog
  4. 4. This is a game
  5. 5. This is not a game
  6. 6. This is a game
  7. 7. This is not a game
  8. 8. This is a game
  9. 9. This is not a game
  12. 12. Advergaming =a brand paying a developer to make a game
  13. 13. An advergame is not a TV spot• Games are rubbish at customer ACQUISITION• They are great at customer RETENTION• They can complement an acquisition campaign, not replace it
  14. 14. Marketing budget >= dev budget Development budget: $50 m Launch budget: $200 m
  15. 15. Transmedia =taking a media property and extending it into a different medium.
  16. 16. Some examples• A novel set in the world of a PS3 game• An alternate reality game designed to promote a movie• A kids business that makes a show to sell the books, the CD, the colouring book, the toys (veering into merchandising)• But they are so often misconceived
  17. 17. My latest transmedia (ugh!) project
  18. 18. Stop! When transmedia attacks
  19. 19. What games do• Games are great at customer retention, customer engagement, customer monetisation• They are rubbish at customer acquisition• It breaks my heart that we build disposable transmedia games when it is not the strength of the medium
  20. 20. In-game advertising = a (largely discredited) attempt to bringtelevision-style advertising to big-budget games
  21. 21. Burnout Paradise
  22. 22. In-game advertising was going to be thenext big thing• Massive, IGA, Double Fusion• Games are big and growing. The market was going to be huge• But: • Only some games are suitable • Volumes too low • Advertisers and developers made uneasy bedfellows• Social media and social games are frankly better• Massive = bought by Microsoft for $400m in 2006; shut down in 2010
  23. 23. Branded virtual goods 2 million Facebook fans in 24 hours
  24. 24. Game making =making games
  25. 25. Brands are not game makers• Making games is tough• 40 years of experience• Business model, distribution, audiences, genres changing• Do you really want to make a game?
  26. 26. Gamification
  27. 27. My definition of gamification“Using game-like mechanics to improve a business process, or customer experience, or profits”
  28. 28. Some rules
  29. 29. Rule 2: Know what you are trying to achieve
  30. 30. Rule 2: Did it work?• What’s the point of gamifying if you don’t what it aims to achieve?• To gamify successfully: • Write down three things you want to achieve by gamifying • Make them measurable • Hand the list to whoever is going to gamify and ask for help
  31. 31. Rule 3: Be prepared not to gamify
  32. 32. Rule 3: Remember the basics • You win races by tacking better, not advanced tactics • You satisfy customers by giving them what they want and need easily and efficiently • Your customers don’t care about buzzwords • Make your site work before you gamify
  33. 33. Rule 8: Beware unintended consequences
  34. 34. Rule 8: the target, or the objective? Q&A
  35. 35. Rule 9: Make it personal
  36. 36. Rule 9: Intrinsic versus extrinsic
  37. 37. Rule 10: Gamification is a process, not a project
  38. 38. Rule 10: change your attitude• Spend 50% of your marketing budget after launch• Once you start, never stop
  39. 39. The ten rules – in summary• You’re not making a game• Put your house in order first• Think about ALL your customers, not just the ones that are like you• If you have a gamification project, not a gamification process, it won’t work.
  40. 40. Thank you nicholas@gamesbrief.com rules-of-gamification/ Buy my books
  41. 41. Killers, Achievers,Explorers, Socialisers
  42. 42. Killers• Competition• Tests of skill• PvP• Ganking and griefing• It’s all about “beating” another human
  43. 43. Achievers• Points, levels, trophies and stuff• Competition “with yourself”• Who “gamification” was made for • Xbox Live Achievements • Levelling up • Grind• Achievers want elite status, and to show it off
  44. 44. Explorers• Search• Explore• Take time• Discover• Transmedia-friendly• Explorers want to go where no one else has gone and know what no one else knows
  45. 45. Socialisers• Friends• Community• Communication• It doesn’t matter what they do as long as they do it with friends
  46. 46. The Player Interest Graph ACTING Killers: 23% Achievers: 21% PLAYERS WORLD Socialisers: 25% Explorers: 29% INTERACTING
  47. 47. Everyone is a bit of everything• My BARTLE TEST results• Explorer (EAS) • Explorer: 80% • Achiever: 73% • Socializer: 47% • Killer: 0%•