Gamify adtech london_2011


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Seminar will outline the size, scope and reach of casual gaming worldwide as well as the role casual games play in people’s lives. We will lead a conversation on the benefits of integrating gaming into your marketing or content strategy and briefly discuss Exent’s long history in this market. We will then review the various ways site owners and marketers have “Gamified” themselves including, but not limited to, Advergaming, content plays, advertising programs, and social gaming. We will end with a look at the future of gaming and its implications.

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  • Positioning: games evangelistshould we use the FRg logo here?
  • Text on the left images on the right
  • Text on the left images on the right
  • add publishers, partners
  • add publishers, partners
  • IA- Kobi, can you embed this movie on your end?IA – delete this or the next slide
  • add publishers, partners
  • add publishers, partners
  • Should we show GTA video?“Emotional response & immersive environment creates an opportunity for users to interact with your brand “
  • get a new boot
  • add publishers, partners
  • add publishers, partners
  • add publishers, partners
  • IA- get a new trophy
  • add publishers, partners
  • add publishers, partners
  • We have a great customer list – companies big and small, across a range of verticals including media, social networking, sales incentives, brand advertisers and more.
  • "I looked at year-over-year [results] and they were huge compared to what Chiquita saw in the past""[Gamification] creates a place people want to come back to time and time again."
  • CK- should we start summarizing?
  • Gamify adtech london_2011

    2. 2. What was big the last few years?<br />In the past few years, did you develop a marketing strategy involving any of these emerging trends?<br />
    3. 3. It’s no surprise…<br />40% of total usage time on Facebook is playing games<br />14.7hrs/mo.<br />iPhone users spend 14.7 hours/mo. playing games<br />84% of tablet users are playing games… that’s #1 activity by A LOT<br />#1<br />Games are the most popular apps on Android, 93% are even willing to pay for games<br />
    4. 4. …games are part of human nature<br />Nefertari playing Senet<br />Painting in tomb of Egyptian Queen Nefertari(1295-1255 B.C.).<br />A set of Egyptian dice<br />Cubic dice have been found dating back to 5000 B.C.<br />
    5. 5. Over 1 billion casual gamers worldwide<br />HOW MUCH IS A BILLION?<br /><ul><li>If gamers were a nation, they would be the 3rd largest nation in the world
    6. 6. That’s more people than watched the last world cup
    7. 7. That’s more than vehicles on the whole planet!</li></ul>If games aren’t part of your marketing mix, you are missing an opportunity to connect with 1 billion people worldwide.<br />
    8. 8. Agenda<br />TODAY’S GOAL: HELP YOU BUILD A MARKETING PLAN LEVERAGING GAMES.<br /><ul><li>The importance of games as part of a consumer marketing strategy
    9. 9. Introduction and assessment of the current game-based marketing applications</li></li></ul><li>About exent<br />Exent is a global leader in digital distribution with over 15 years of experience bringing games and players together. Exent is the #1 Games on Demand provider in the world.<br />THREE MAIN PRODUCT LINES<br />GAMETANIUM ON DEMAND<br />FREERIDE GAMES<br />GAMETREAT<br />GameTanium offers premium subscription all-you can eat access to the best games on PC, Mobile, Tablets, and TV. GameTanium gives gamers the Freedom to Play.<br />With over 400 full-version premium games, FreeRide Games™ is the ultimate FREE destination for millions of casual gamers.<br />The GameTreat™ web app allows website owners to offer casual games to site visitors for FREE! Simple to customize and embed, GameTreat gets websites "in the game" in minutes. <br />
    10. 10. About exent<br />25 SERVICES 18 COUNTRIES<br />OVER 150 PUBLISHERS<br />
    11. 11. Gamify your marketng<br />Advertise around<br />games<br />Advertise in game<br />Advergames<br />Full game offering<br />Gamification<br />Games can be integrated into your marketing mix in many ways; ultimately you will decide which is best suited to your campaign’s goals.<br />
    12. 12. around-game ads<br />
    13. 13. Advertise around games<br />WHERE TO LOOK<br />SITES<br />NETWORKS<br />
    14. 14. Advertise around games<br />AVAILABLE OPTIONS<br />Video Pre/Mid/Post roll<br />Banners around<br />Skin<br />
    15. 15. GameSkinTM<br />
    16. 16. The breakdown: ads around games<br />What to expect<br />Main benefits<br /><ul><li>Pre/Mid/Post roll video units
    17. 17. IAB standard units
    18. 18. limited custom sponsorship opportunities
    19. 19. Improved click-through rates
    20. 20. Reach</li></li></ul><li>in-game ads<br />
    21. 21. In-game ads<br />WHO’S DOING IT?<br />CLASSIC<br />SOCIAL<br />
    22. 22. In-game ads: what are the options?<br />In-game billboard<br />Gamers like relevant ads.<br />Texture change<br />Grand Theft Auto with vending machines<br />Emotional response<br /> The perfect stage can be set creating a unique opportunity for users to interact with your brand.<br />
    23. 23. Advertise in-games<br />SPONSORING VIRTUAL ITEMS IN SOCIAL AND MOBILE GAMES <br />Virtual items function as peer-to-peer interaction tools.<br />UTILITY/<br />CONSUMABLE ITEMS<br />STATUS SYMBOL ITEMS<br />When done correctly, sponsored items create powerful associations likeNike shoes help me run faster.<br />
    24. 24. Case study:<br />MORE ENGAGING THAN YOUTUBE<br />+ 50% of Facebook logins are to play games<br />20% have paid cash for in-game benefits<br />56 million users play games on FB daily<br />19% say they are addicted to FB games<br />53% have earned and/or spent VC in a social game<br />28% have purchased VC with real-world money <br />
    25. 25. Case study:<br />IN-GAME VIDEO AND BRAND ENGAGEMENTS<br />Facebook credits as an incentive to view video. User is Prompted toEarn Virtual Currency (e.g. Facebook Credits) by Watching a Video – Through an In-Game Icon, Banner or Message<br />Message <br />Message <br />Icon <br />* User must accept by clicking on the icon / message in order to initiate the video <br />
    26. 26. Case study:<br />CASE STUDIES:<br />30%<br />23%<br />24%<br />15%<br />
    27. 27. The breakdown: in-game ads<br />What to expect<br />Main benefits<br /><ul><li>Over 80 studies showing lift and brand awareness and attitude towards the brand
    28. 28. High correlation between in-game ads and consumer action (Comscore Ad Effx Nov 2009)
    29. 29. 280 percent increase in visits to a TV channel’s Web site;
    30. 30. 125 percent increase in search queries for a movie rental brand and 57 percent spike in visits to its Web site; and
    31. 31. 17 percent increase in visits to entertainment sites after seeing ads for a particular movie.
    32. 32. Users become unpaid brand ambassadors, conducting your message to their social graph.</li></li></ul><li>Advergaming<br />
    33. 33. Case study: Koko Digital<br />Project: Chris Moyle’s Parody Album<br />Performance: 2 million hits in 6 months<br />Game Developer: Koko Digital<br />Main URL:<br />Chris Moyle’s “The Parody Album”<br />Parody Island is an Advergame developed by Koko Digital which allows you to play a game while listening to select tracks from the upcoming album.<br />Level selection<br />Each level showcases a different song from the upcoming album. You can listen to tracks and buy the album from within the game. Scores are published on leaderboards.<br />Goal-driven paths<br />Completing level objectives unlocks new tracks<br />and harder levels.<br />
    34. 34. Full game offering<br />
    35. 35. Full game offering<br />WHO’S DOING IT?<br />
    36. 36. Full game offering<br />Monetize the audience <br />not the content<br /><ul><li>Games are a part of human nature
    37. 37. When they leave your site, they go to play elsewhere</li></li></ul><li>Engage your site visitors by embedding contextually relevant games that reinforce your brand’s core message<br />Choose<br />The games that best fit your brand.<br />Embed<br />The games into your site within minutes.<br />Engage<br />audiences and see your brand awareness grow!<br />
    38. 38. GameTreat on<br /><ul><li>100% free
    39. 39. Customized to Flare look & Feel
    40. 40. Contextual placement on the site channels
    41. 41. Increases dwell time
    42. 42. Viral traffic to site (score sharing)</li></li></ul><li>The breakdown: full game offering<br />OFFER USERS ON YOUR BRAND SITE A FULL GAME OFFERING<br />What to expect<br />Main benefits<br /><ul><li>Make your site feel more like a destination
    43. 43. Social perks
    44. 44. Repeat visits, increased dwell time and
    45. 45. Increased engagement and perceived value to consumers
    46. 46. Interactive, 2-way link between consumers and brands
    47. 47. Aggregation instead of creation
    48. 48. Hit-driven business
    49. 49. Faster time to market; lower risk
    50. 50. Low investment
    51. 51. Dramatically improve dwell time
    52. 52. Being “vertical” when offering relevant content
    53. 53. Food games, fashion games</li></li></ul><li>Gamification<br />
    54. 54. 32<br />9/21/2011<br />120 Million<br />people around the world are accruing points, leveling up, and earning rewards.<br />?<br />(And they’ll go out of their way to stick with the vendor where they have the most points and status.)<br />
    55. 55. The world’s biggest coffee chain<br />is rewarding users with virtual points and virtual badges for visiting their retail stores.<br />
    56. 56. 34<br />9/21/2011<br />85 Million<br />People were earning virtual points, leveling up, decorating virtual spaces, and earning achievements every month. On virtual farms.<br />?<br />(That’s the entire population of New York City. Times 10.)<br />
    57. 57. ?<br />Gamification<br />35<br />9/21/2011<br />What’s their secret?<br />
    58. 58. ga∙mi∙fi∙ca∙tion[gay-muh-fi-kay-shuhn]<br />integrating game dynamics into your site, service, community, content or campaign, in order to drive participation.<br />
    59. 59. Gamificationplatfroms<br />Who’s doing it?<br />
    60. 60. Any kind of participation<br />
    61. 61. 39<br />9/21/2011<br />Participation<br />Builds lasting relationships &<br />Impacts fundamental business objectives<br />Customers<br />Students<br />Employees<br />Fans<br />
    62. 62. Gamification drivesparticipation.<br />Participation drivesbusiness value. <br />40<br />
    64. 64. Virtual Points<br />Level<br />Up<br />Virtual Farm<br />Avatar<br />
    65. 65. Challenges<br />
    66. 66. 44<br />9/21/2011<br />Gamification satisfies human desires<br />
    67. 67. 45<br />9/21/2011<br />Who’s using gamification?<br />
    68. 68. 46<br />46<br />9/21/2011<br />55%<br />Increase in Participation on a social network.<br />20%<br />Increase in Time on Site on a community site.<br />400%<br />Increase in Page Views on a portal site.<br />
    69. 69. Heavy Users (%)<br />5x<br />Increase in the number of heavy users on a portal site<br />Community Members<br />(thousands)<br />19%<br />Increase in the members of a brand community site in 6 weeks.<br />
    70. 70. WAY TO RIO<br />EMPOWER + CHIQUITA<br />
    71. 71.
    72. 72. 50<br />
    73. 73. 51<br />
    74. 74. Results<br /> "I looked at year-over-year [results] and they were huge compared to what Chiquita saw in the past"<br />"[Gamification] creates a place people want to come back to time and time again."<br /><br />
    75. 75. The breakdown: gamification<br />What to expect<br />Main benefits<br /><ul><li>Increased brand awareness, loyalty
    76. 76. Intrinsic human interest & dangling carrots
    77. 77. Goal-oriented, guided paths
    78. 78. Highly addictive; leverages flow states
    79. 79. Bring fun to consumerism.
    80. 80. Deep reward systems
    81. 81. Highly engaging
    82. 82. Most valuable associations can be made via gamification
    83. 83. Important “win” utility/brand association within users
    84. 84. Ford SmartGauge Eco-Driving
    85. 85. Me + brand = rewards
    86. 86. Physical redemption
    87. 87. Psychological achievement
    88. 88. Social acknowledgement
    89. 89. Extremely valuable retention tool, e.g., “must fly delta for SkyMiles,” and “only 5 cartons away from a Tropicana-sponsored tropical vacation!”
    90. 90. Whollistic marketing applications, not just digital!</li></li></ul><li>The next step<br /> Offering advertisers and publishers a coupled gamification platform with game offering<br />
    91. 91. Thank you.<br />Kobi Edelstein, VP/GM, exentMedia<br />