This document summarizes a presentation about mobile play and gamification. It discusses how 3rd Sense is a leading play agency that has created over 250 games and apps. It outlines the growing mobile landscape in Australia and why play is an effective marketing technique. It describes gamification and how game elements can be used to motivate behaviors. Finally, it provides three case studies of mobile games 3rd Sense developed for brands to engage audiences and achieve marketing goals.
Comprehensive overview of game play on smartphones. More than 65% of smartphone users play games on their phones. This presentation given in Sydney in September 2012 looks at how brands and content owners can harness this large and demographically diverse audience to meet commercial objectives.
Gamification involves applying game design elements and techniques to non-game activities to motivate and engage users. It can increase customer loyalty and drive business benefits like behavioral data. Gamification tools include points, leaderboards, badges, virtual currencies and economies, levels and progression, social media integration, and ensuring the experience is fun. Examples provided include an educational reading app for kids, an animal shelter game on Facebook, and a live sports game app. Gamification provides benefits like increased engagement, loyalty and data at lower costs than traditional loyalty programs.
We've been working in the gamification space for a number of years now and still we are constantly asked about what exactly it is, so this short presentation is designed to answer that basic question. Please let us know if you'd like to understand more.
This document discusses gamification and how making typically non-game activities more game-like can benefit businesses. It defines gamification as making things more fun, rewarding, challenging, and social through using game design elements like points, leaderboards, badges, and virtual currencies. The benefits of gamification include increased customer engagement, loyalty, and behavioral data collection. While challenges exist in designing effective gamification programs, the business benefits include lower customer acquisition costs, improved customer retention, and a more cost-effective alternative to traditional loyalty programs.
The document discusses how gamification is transforming customer loyalty by motivating behaviors and actions. It defines gamification as using game design elements to encourage non-game activities. Key tools for gamification include points, leaderboards, virtual currencies, levels/progression, badges, social media integration, and ensuring the experience is fun. Several real-world examples are provided, and it concludes by outlining next steps for developing a gamification strategy plan.
The document discusses gamification, which is applying game mechanics and structures to traditionally non-game activities. It provides examples of gamification used in websites like Farmville, Nike+, and HealthMonth to encourage user engagement and behavior through rewards, leaderboards, and competition. However, some argue gamification can be exploitative if the game elements are only superficial and not central to the user experience. True gamification makes play an essential part of interacting with the system and helps users become better players over time.
The document discusses various gaming platforms and how brands can engage with them. It covers social games, MMORPGs, console games, and mobile games. It analyzes the opportunities for brands within each platform, such as in-game advertising and branded games. The focus is on how social and mobile gaming are growing in relevance for marketing due to their large audiences and opportunities for engagement and monetization.
Gamification in marketing and management - MMCom Solvay Business School Vietn...Dominique Mangiatordi
Gamification course for Solvay Business School in Ho Chi Minh. It describes the 8 players profiles, the player's journey, the 8 levers and some specific gaming techniques. #gamification
Comprehensive overview of game play on smartphones. More than 65% of smartphone users play games on their phones. This presentation given in Sydney in September 2012 looks at how brands and content owners can harness this large and demographically diverse audience to meet commercial objectives.
Gamification involves applying game design elements and techniques to non-game activities to motivate and engage users. It can increase customer loyalty and drive business benefits like behavioral data. Gamification tools include points, leaderboards, badges, virtual currencies and economies, levels and progression, social media integration, and ensuring the experience is fun. Examples provided include an educational reading app for kids, an animal shelter game on Facebook, and a live sports game app. Gamification provides benefits like increased engagement, loyalty and data at lower costs than traditional loyalty programs.
We've been working in the gamification space for a number of years now and still we are constantly asked about what exactly it is, so this short presentation is designed to answer that basic question. Please let us know if you'd like to understand more.
This document discusses gamification and how making typically non-game activities more game-like can benefit businesses. It defines gamification as making things more fun, rewarding, challenging, and social through using game design elements like points, leaderboards, badges, and virtual currencies. The benefits of gamification include increased customer engagement, loyalty, and behavioral data collection. While challenges exist in designing effective gamification programs, the business benefits include lower customer acquisition costs, improved customer retention, and a more cost-effective alternative to traditional loyalty programs.
The document discusses how gamification is transforming customer loyalty by motivating behaviors and actions. It defines gamification as using game design elements to encourage non-game activities. Key tools for gamification include points, leaderboards, virtual currencies, levels/progression, badges, social media integration, and ensuring the experience is fun. Several real-world examples are provided, and it concludes by outlining next steps for developing a gamification strategy plan.
The document discusses gamification, which is applying game mechanics and structures to traditionally non-game activities. It provides examples of gamification used in websites like Farmville, Nike+, and HealthMonth to encourage user engagement and behavior through rewards, leaderboards, and competition. However, some argue gamification can be exploitative if the game elements are only superficial and not central to the user experience. True gamification makes play an essential part of interacting with the system and helps users become better players over time.
The document discusses various gaming platforms and how brands can engage with them. It covers social games, MMORPGs, console games, and mobile games. It analyzes the opportunities for brands within each platform, such as in-game advertising and branded games. The focus is on how social and mobile gaming are growing in relevance for marketing due to their large audiences and opportunities for engagement and monetization.
Gamification in marketing and management - MMCom Solvay Business School Vietn...Dominique Mangiatordi
Gamification course for Solvay Business School in Ho Chi Minh. It describes the 8 players profiles, the player's journey, the 8 levers and some specific gaming techniques. #gamification
Way of Kindness: game mechanics applied to service design and engagement mark...Vincent Sider
It is about time to create meaning online and encourage people to act kindly to one another. The presentation, built on the shoulders of giants ( see reference) looks at how game mechanics can be applied to service design and engagement marketing to encourage and reward Kindness between people.
NB : I have used some third parties slides to create that presentation . Please kindly contact me for any issue: vsider2@hotmail.fr
The document proposes a marketing campaign for the mc2 Angry Birds credit card aimed at young people. The campaign's objectives are to attract, engage, and connect with consumers. It will use both digital and traditional media like print ads, billboards, and banners. The campaign's theme is "It's Time to Play" and will encourage cardholders to play with their lifestyle. It will launch with print teasers and outdoor banners to generate interest before a launch event at a local entertainment center.
Gamification in customer engagement 10 compelling case studies - Manu Melw...manumelwin
The document discusses 10 case studies of companies that used gamification in customer engagement. It describes how Autodesk redesigned their 3D modeling software trial as an interactive game called "The Apocalypse Trigger" which increased trial time by 40% and conversions by 15%. It also discusses how Dropbox gamified additional cloud storage by rewarding users for inviting friends and completing tasks, and how FourSquare turned location check-ins into a game using points, badges and mayor status to drive engagement.
Ux Week the Future of UX is Play: The 4 Keys to Fun, Emotion, and User Engage...Nicole Lazzaro
UXWeek 2010
Nicole Lazzaro, XEODesign, Inc.
Visit the average workplace and if it were a zoo the humane society would protest! The environment and organizational principals fail to provide the basic mental furniture for workers to focus attention, motivate, collaborate, and to accomplish. No wonder so many struggle with getting things done. Likewise most user experiences fail by ignoring the same simple fact. Human's require emotions to decide.
Often ignored by usability, neuroscience now proves that emotion deeply connects decision making and performance. Emotions also coordinate the actions between people. The trick is that emotions and social experiences are emergent qualities that cannot be designed directly. Nicole brings this challenge to life in her workshop.
In this interactive XEOPlayShop we will cover how the choices in games craft player emotions to increase engagement. In addition to competition there are game mechanics that increase curiosity and others that create social bonding that makes team work possible. We will examine these 4 Keys to Fun plus new social mechanics from XEODesign’s research to see how successful social media and iPhone games offer more playful interfaces that increase engagement, loyalty, and viral distribution.
By adding these kinds of choices designers can drive user behavior to create more engaging experiences.
The 4 Most Important Emotions for Social Games, Nicole Lazzaro 100311Nicole Lazzaro
Social Emotions are responsible for Farmville's success and drive all of Web 2.0.
Games on emerging social platforms such as Facebook and the iPhone leverage the emotions between friends to drive viral distribution and build new player experiences. Using examples from PlayFish, Zynga’s Mafia Wars, Playdom, Nexon, and others. We'll distill their social critical success factors. We'd also cover how to apply lessons learned from these games to add social features to existing genres, and what emotions games should target to take advantage of this new era of gaming.
We will examine the 4 most important emotions for social games including new social mechanics from XEODesign's research such as Tilt our experimental iPhone game to see what kinds of choices successful social media and iPhone games offer to inspire playful interfaces that increase engagement, loyalty, and viral distribution. By adding these kinds of choices designers can drive user behavior to create more engaging experiences.
From XEODesign's latest player research we will look at:
How games create the 4 most important emotions in social games
What mechanics and emotions drive social engagement, networking, and increase social bonding
How player choices create social emotions such as Schadenfreude and Naches
The emotions and mechanics that drive viral distribution.
Taking your Loyalty Program Online for Short & Long-term ROI and Complementin...SplashDot Inc
This document discusses how casinos can extend their loyalty programs online to keep customers engaged after they leave the casino and drive both short and long term return on investment. It recommends a three phase approach: 1) Establish an online rewards club, 2) Integrate more engaging games, 3) Launch online gaming. It provides an example of a successful online loyalty program that increased membership from 35,000 to over 270,000 and drove higher customer visits and spending. The document argues that well-designed online promotions can provide immense value by training customers and strengthening the offline-online relationship.
The Four Keys to Fun: Designing Emotional Engagement and Viral Distribution without Spamming Your Friends
Nicole Lazzaro, XEODesign
Often ignored by usability, neuroscience now proves that emotion deeply connects decision making and performance. Emotions also coordinate the actions between people. Therefore the next design challenge for desktop and cloud applications is not making a UI "easy," but rather making it more emotional and social. The trick is that emotions and social experiences cannot be designed directly.
This presentation covers how the choices in games craft player emotions to increase engagement. In addition to competition there are game mechanics that increase curiosity and others that create social bonding that makes team work possible. We will examine these 4 Keys to Fun plus new social mechanics from XEODesign's research to see how successful social media and iPhone games offer more playful interfaces that increase engagement, loyalty, and viral distribution. By adding these kinds of choices designers can drive user behavior to create more engaging experiences.
From XEODesign's latest player research we will look at:
• How games create emotion and self-motivation
• What mechanics and emotions drive social engagement, networking, and increase social bonding
• How player choices create emotions such as Schadenfreude, Fiero, Curiosity, and Love
• The emotions and mechanics that drive viral distribution.
Comparing examples from social media such as Twitter and Facebook to games on the web, console, and iPhone we draw out the secrets of social play and the emotions that makes something viral. Come hear the latest research results on emotions and games played on iPhones and social networks and what that means for more serious applications.
Gunter Blanckaert discusses the importance of gamification in digital marketing. He notes that gamification uses game mechanics and design to increase user engagement with non-game contexts. The average young person will spend 10,000 hours playing online games by age 21, showing why gaming is important to future "Generation G" customers. Examples of successful gamification programs from companies like Nike, Autodesk, Samsung and Moosejaw are presented that increased user engagement, conversions and revenue. Blanckaert argues that gamification can drive user engagement and satisfaction, create loyalty, increase revenue and boost social sharing, making it an important tactic for digital marketers to use.
The document discusses the key concepts of gamification including defining gamification, the player journey, dynamics, mechanics, aesthetics, and social actions. It provides examples of how game techniques can be applied to increase engagement in real-world activities and services. The document also outlines key questions to consider when designing a gamified system, such as defining the vision, understanding player motivations, how players can master skills and see progress, and ongoing engagement throughout the player journey.
The document discusses factors that contribute to the success of video games using data from Steam. It uses k-means clustering to segment games into three clusters based on ratings and achievement percentage: Legends (high ratings and completion), Steady Sheep (mid-level ratings and completion), and Easy Wins (high ratings but low completion). The analysis finds that Legends tend to be single-player action/adventure games priced between $19.99-59.99, released in fall, while Easy Wins are best as single-player or multiplayer games priced under $10 released in spring/fall. The document provides recommendations for optimizing games based on the desired performance cluster.
Simon Egenfeldt Nielsen, Serious Games Interactive, NOW is DigitalSeismonaut
This document discusses gamification and serious games. It provides background on the speaker and his company Serious Games Interactive, which develops serious games that combine learning, communication and storytelling. The speaker defines serious games as using game mechanics for more than entertainment, while gamification integrates game dynamics into sites/services to encourage behavior. Serious games create unique game solutions, while gamification structures existing experiences. Examples are given of companies that have implemented gamification, and the document outlines initial steps to get started with gamification.
Chasing Wonder and the Future of EngagementNicole Lazzaro
Wonder, one of the strongest emotions of game design, rivets player attention and unleashes powerful neurochemicals that facilitate learning. At the heart of every intellectual pursuit, at the root of nearly all engagement, wonder keeps players coming back. Wonder does not show up in A/B testing. Come learn the secret mechanics that make smartphone games like ANGRY BIRDS, DOODLE JUMP, and FRUIT NINJA best sellers. Be the first to create your own GAME plan for creating engagement by connecting Goals, Actions, Motivations, and Emotions. Games are more than points and badges. Emotions drive fun.
Social Games: Multiplatform Branded EntertainmentAlex Gault
Social games are the future of branded entertainment. By virtue of the entertaining, ongoing experience of playing branded games, players organically acquire an identity with brands. Well-produced games create loyal fanbases, who impulsively share them and challenge friends to play
This document announces the winners of the 2011 Sherpie Awards, which recognize casinos for their excellence in social media. It provides descriptions of the winning casinos and their social media campaigns in categories such as Best App, Best Social PR Stunt, Best Online-Offline Promotion, and Best Viral Video Campaign. The document promotes the services of Social Sherpa and Masterminds in helping casinos improve their social media efforts.
Fun Meters: Data Driven Design for Tilt: Flip's Adventure in 1.5 DimensionsNicole Lazzaro
“Tilt HD: Flip's Adventure in 1.5 Dimensions” is an iPhone/iPad game/research platform we built to understand the viral mechanics required to create an MSO (Massively Social Online Game) that 6B people could play. The challenge was that the only way we could get enough beta testers was to release Tilt on the iPad first.
In this presentation we share what viral mechanics made a tiny research project a #1 iPad App on Earth Day. And how player session data completely reversed our thinking about the early game. Come see how for Tilt (the first accelerometer game on the iPhone) data driven design changed everything.
The document discusses gamification, which uses game mechanics and structures to engage and influence customer behavior. It explains that gamification takes advantage of people's psychological tendency to engage with games. The document then discusses why gamification is important now due to universal gaming culture and behavioral data. It provides examples of brands that use gamification and discusses game mechanics as well as the four M's of good game design: mystery, mastery, membership, and meaning. The document advocates using these game design structures to increase engagement in marketing campaigns.
The document provides an overview of online social games, including:
- Three classes of social games: self-focused, community-focused, and reality-focused.
- An analysis of the gaming industry in subcontinents and a case study of the game "Zapak Tambola".
- Recommendations around game mechanics, platforms, and revenue generation for social games.
- Potential local partners for game development, including Bramerz, Mindstorm Studios, and TinTash.
Delivered at Casual Connect Europe 2016.
When social gaming came onto the scene it brought previously unheard of numbers of players. Then content began moving from web to mobile devices. Now we are shifting from sharing statuses to sharing experiences. Consoles have embraced this concept with Kinetics and mobile social games offer their own shared experiences. Young players know only this kind of gaming. This session will focus on what’s next: A combination of Kinetics and virtual reality offering synchronous and multiplayer experiences.
In part one of our exploration of the gaming audience landscape, we spoke with people from across the industry to establish some of the key characteristics of the different types of gamer – social, console and mobile - and where the power to engage and own these audiences lies.
In this follow up piece, we use social media analytics to understand how and why gaming audiences engage with the games and platforms they use and craft some insights into how publishers, manufacturers and platforms can keep these gamers coming back for more.
PX is the New Design Game Emotions to Increase Engagement Nicole Lazzaro
This document discusses using emotions to increase engagement in games and gamification. It covers the four keys to fun: hard fun through challenge, easy fun through novelty, people fun through social aspects, and serious fun through meaning and purpose. Specific examples are provided of games that elicit different emotions like curiosity, wonder, friendship and amusement. The role of user experience in creating an emotional experience is explored, and case studies show how gamification can be used for serious purposes.
Gamification provides an engaging brand experience through games. Games are incredibly popular because play is how humans naturally learn, and playing makes the brain release dopamine for enjoyment. Nearly half of employees play games at work, and over a third of consumers would prefer to hear about new products through a game rather than email. Top brands have created successful business and culture simulation games to generate leads, improve risk management, and more. Gamification can deploy games across websites, mobile apps, social networks and live events to fuel competition and drive deeper consumer engagement through fun, purposeful learning experiences.
An overview about how games could change the way people interact with brands.
This added with case study and insight from advergames around the world.
And the last chapter is the introduction of Agate Studio, as the advergame developer.
Way of Kindness: game mechanics applied to service design and engagement mark...Vincent Sider
It is about time to create meaning online and encourage people to act kindly to one another. The presentation, built on the shoulders of giants ( see reference) looks at how game mechanics can be applied to service design and engagement marketing to encourage and reward Kindness between people.
NB : I have used some third parties slides to create that presentation . Please kindly contact me for any issue: vsider2@hotmail.fr
The document proposes a marketing campaign for the mc2 Angry Birds credit card aimed at young people. The campaign's objectives are to attract, engage, and connect with consumers. It will use both digital and traditional media like print ads, billboards, and banners. The campaign's theme is "It's Time to Play" and will encourage cardholders to play with their lifestyle. It will launch with print teasers and outdoor banners to generate interest before a launch event at a local entertainment center.
Gamification in customer engagement 10 compelling case studies - Manu Melw...manumelwin
The document discusses 10 case studies of companies that used gamification in customer engagement. It describes how Autodesk redesigned their 3D modeling software trial as an interactive game called "The Apocalypse Trigger" which increased trial time by 40% and conversions by 15%. It also discusses how Dropbox gamified additional cloud storage by rewarding users for inviting friends and completing tasks, and how FourSquare turned location check-ins into a game using points, badges and mayor status to drive engagement.
Ux Week the Future of UX is Play: The 4 Keys to Fun, Emotion, and User Engage...Nicole Lazzaro
UXWeek 2010
Nicole Lazzaro, XEODesign, Inc.
Visit the average workplace and if it were a zoo the humane society would protest! The environment and organizational principals fail to provide the basic mental furniture for workers to focus attention, motivate, collaborate, and to accomplish. No wonder so many struggle with getting things done. Likewise most user experiences fail by ignoring the same simple fact. Human's require emotions to decide.
Often ignored by usability, neuroscience now proves that emotion deeply connects decision making and performance. Emotions also coordinate the actions between people. The trick is that emotions and social experiences are emergent qualities that cannot be designed directly. Nicole brings this challenge to life in her workshop.
In this interactive XEOPlayShop we will cover how the choices in games craft player emotions to increase engagement. In addition to competition there are game mechanics that increase curiosity and others that create social bonding that makes team work possible. We will examine these 4 Keys to Fun plus new social mechanics from XEODesign’s research to see how successful social media and iPhone games offer more playful interfaces that increase engagement, loyalty, and viral distribution.
By adding these kinds of choices designers can drive user behavior to create more engaging experiences.
The 4 Most Important Emotions for Social Games, Nicole Lazzaro 100311Nicole Lazzaro
Social Emotions are responsible for Farmville's success and drive all of Web 2.0.
Games on emerging social platforms such as Facebook and the iPhone leverage the emotions between friends to drive viral distribution and build new player experiences. Using examples from PlayFish, Zynga’s Mafia Wars, Playdom, Nexon, and others. We'll distill their social critical success factors. We'd also cover how to apply lessons learned from these games to add social features to existing genres, and what emotions games should target to take advantage of this new era of gaming.
We will examine the 4 most important emotions for social games including new social mechanics from XEODesign's research such as Tilt our experimental iPhone game to see what kinds of choices successful social media and iPhone games offer to inspire playful interfaces that increase engagement, loyalty, and viral distribution. By adding these kinds of choices designers can drive user behavior to create more engaging experiences.
From XEODesign's latest player research we will look at:
How games create the 4 most important emotions in social games
What mechanics and emotions drive social engagement, networking, and increase social bonding
How player choices create social emotions such as Schadenfreude and Naches
The emotions and mechanics that drive viral distribution.
Taking your Loyalty Program Online for Short & Long-term ROI and Complementin...SplashDot Inc
This document discusses how casinos can extend their loyalty programs online to keep customers engaged after they leave the casino and drive both short and long term return on investment. It recommends a three phase approach: 1) Establish an online rewards club, 2) Integrate more engaging games, 3) Launch online gaming. It provides an example of a successful online loyalty program that increased membership from 35,000 to over 270,000 and drove higher customer visits and spending. The document argues that well-designed online promotions can provide immense value by training customers and strengthening the offline-online relationship.
The Four Keys to Fun: Designing Emotional Engagement and Viral Distribution without Spamming Your Friends
Nicole Lazzaro, XEODesign
Often ignored by usability, neuroscience now proves that emotion deeply connects decision making and performance. Emotions also coordinate the actions between people. Therefore the next design challenge for desktop and cloud applications is not making a UI "easy," but rather making it more emotional and social. The trick is that emotions and social experiences cannot be designed directly.
This presentation covers how the choices in games craft player emotions to increase engagement. In addition to competition there are game mechanics that increase curiosity and others that create social bonding that makes team work possible. We will examine these 4 Keys to Fun plus new social mechanics from XEODesign's research to see how successful social media and iPhone games offer more playful interfaces that increase engagement, loyalty, and viral distribution. By adding these kinds of choices designers can drive user behavior to create more engaging experiences.
From XEODesign's latest player research we will look at:
• How games create emotion and self-motivation
• What mechanics and emotions drive social engagement, networking, and increase social bonding
• How player choices create emotions such as Schadenfreude, Fiero, Curiosity, and Love
• The emotions and mechanics that drive viral distribution.
Comparing examples from social media such as Twitter and Facebook to games on the web, console, and iPhone we draw out the secrets of social play and the emotions that makes something viral. Come hear the latest research results on emotions and games played on iPhones and social networks and what that means for more serious applications.
Gunter Blanckaert discusses the importance of gamification in digital marketing. He notes that gamification uses game mechanics and design to increase user engagement with non-game contexts. The average young person will spend 10,000 hours playing online games by age 21, showing why gaming is important to future "Generation G" customers. Examples of successful gamification programs from companies like Nike, Autodesk, Samsung and Moosejaw are presented that increased user engagement, conversions and revenue. Blanckaert argues that gamification can drive user engagement and satisfaction, create loyalty, increase revenue and boost social sharing, making it an important tactic for digital marketers to use.
The document discusses the key concepts of gamification including defining gamification, the player journey, dynamics, mechanics, aesthetics, and social actions. It provides examples of how game techniques can be applied to increase engagement in real-world activities and services. The document also outlines key questions to consider when designing a gamified system, such as defining the vision, understanding player motivations, how players can master skills and see progress, and ongoing engagement throughout the player journey.
The document discusses factors that contribute to the success of video games using data from Steam. It uses k-means clustering to segment games into three clusters based on ratings and achievement percentage: Legends (high ratings and completion), Steady Sheep (mid-level ratings and completion), and Easy Wins (high ratings but low completion). The analysis finds that Legends tend to be single-player action/adventure games priced between $19.99-59.99, released in fall, while Easy Wins are best as single-player or multiplayer games priced under $10 released in spring/fall. The document provides recommendations for optimizing games based on the desired performance cluster.
Simon Egenfeldt Nielsen, Serious Games Interactive, NOW is DigitalSeismonaut
This document discusses gamification and serious games. It provides background on the speaker and his company Serious Games Interactive, which develops serious games that combine learning, communication and storytelling. The speaker defines serious games as using game mechanics for more than entertainment, while gamification integrates game dynamics into sites/services to encourage behavior. Serious games create unique game solutions, while gamification structures existing experiences. Examples are given of companies that have implemented gamification, and the document outlines initial steps to get started with gamification.
Chasing Wonder and the Future of EngagementNicole Lazzaro
Wonder, one of the strongest emotions of game design, rivets player attention and unleashes powerful neurochemicals that facilitate learning. At the heart of every intellectual pursuit, at the root of nearly all engagement, wonder keeps players coming back. Wonder does not show up in A/B testing. Come learn the secret mechanics that make smartphone games like ANGRY BIRDS, DOODLE JUMP, and FRUIT NINJA best sellers. Be the first to create your own GAME plan for creating engagement by connecting Goals, Actions, Motivations, and Emotions. Games are more than points and badges. Emotions drive fun.
Social Games: Multiplatform Branded EntertainmentAlex Gault
Social games are the future of branded entertainment. By virtue of the entertaining, ongoing experience of playing branded games, players organically acquire an identity with brands. Well-produced games create loyal fanbases, who impulsively share them and challenge friends to play
This document announces the winners of the 2011 Sherpie Awards, which recognize casinos for their excellence in social media. It provides descriptions of the winning casinos and their social media campaigns in categories such as Best App, Best Social PR Stunt, Best Online-Offline Promotion, and Best Viral Video Campaign. The document promotes the services of Social Sherpa and Masterminds in helping casinos improve their social media efforts.
Fun Meters: Data Driven Design for Tilt: Flip's Adventure in 1.5 DimensionsNicole Lazzaro
“Tilt HD: Flip's Adventure in 1.5 Dimensions” is an iPhone/iPad game/research platform we built to understand the viral mechanics required to create an MSO (Massively Social Online Game) that 6B people could play. The challenge was that the only way we could get enough beta testers was to release Tilt on the iPad first.
In this presentation we share what viral mechanics made a tiny research project a #1 iPad App on Earth Day. And how player session data completely reversed our thinking about the early game. Come see how for Tilt (the first accelerometer game on the iPhone) data driven design changed everything.
The document discusses gamification, which uses game mechanics and structures to engage and influence customer behavior. It explains that gamification takes advantage of people's psychological tendency to engage with games. The document then discusses why gamification is important now due to universal gaming culture and behavioral data. It provides examples of brands that use gamification and discusses game mechanics as well as the four M's of good game design: mystery, mastery, membership, and meaning. The document advocates using these game design structures to increase engagement in marketing campaigns.
The document provides an overview of online social games, including:
- Three classes of social games: self-focused, community-focused, and reality-focused.
- An analysis of the gaming industry in subcontinents and a case study of the game "Zapak Tambola".
- Recommendations around game mechanics, platforms, and revenue generation for social games.
- Potential local partners for game development, including Bramerz, Mindstorm Studios, and TinTash.
Delivered at Casual Connect Europe 2016.
When social gaming came onto the scene it brought previously unheard of numbers of players. Then content began moving from web to mobile devices. Now we are shifting from sharing statuses to sharing experiences. Consoles have embraced this concept with Kinetics and mobile social games offer their own shared experiences. Young players know only this kind of gaming. This session will focus on what’s next: A combination of Kinetics and virtual reality offering synchronous and multiplayer experiences.
In part one of our exploration of the gaming audience landscape, we spoke with people from across the industry to establish some of the key characteristics of the different types of gamer – social, console and mobile - and where the power to engage and own these audiences lies.
In this follow up piece, we use social media analytics to understand how and why gaming audiences engage with the games and platforms they use and craft some insights into how publishers, manufacturers and platforms can keep these gamers coming back for more.
PX is the New Design Game Emotions to Increase Engagement Nicole Lazzaro
This document discusses using emotions to increase engagement in games and gamification. It covers the four keys to fun: hard fun through challenge, easy fun through novelty, people fun through social aspects, and serious fun through meaning and purpose. Specific examples are provided of games that elicit different emotions like curiosity, wonder, friendship and amusement. The role of user experience in creating an emotional experience is explored, and case studies show how gamification can be used for serious purposes.
Gamification provides an engaging brand experience through games. Games are incredibly popular because play is how humans naturally learn, and playing makes the brain release dopamine for enjoyment. Nearly half of employees play games at work, and over a third of consumers would prefer to hear about new products through a game rather than email. Top brands have created successful business and culture simulation games to generate leads, improve risk management, and more. Gamification can deploy games across websites, mobile apps, social networks and live events to fuel competition and drive deeper consumer engagement through fun, purposeful learning experiences.
An overview about how games could change the way people interact with brands.
This added with case study and insight from advergames around the world.
And the last chapter is the introduction of Agate Studio, as the advergame developer.
Video games have enjoyed sustained economic and cultural success for nearly four decades, with their success often attributed to their interactive nature: passive audiences become active users with a vested stake in the on-screen experience. However, as games continue their evolution from singular challenge/skill puzzles to narrative-rich virtual worlds, the manner in which we play and are affected by this play has been called into question. Specifically, given that users do not have an unlimited ability to process stimuli, one might challenge the implicit assumption that gamers interact with and are influenced by all on-screen content in a similar fashion. The following presentation outlines emerging theory and research into the ways in which gamers attend to different on-screen content, and how this implicit and explicit attention can impact the overall entertainment experience.
(An audio recording of the talk will be made available at: http://iutelecomgrad.wordpress.com/)
AltForge Entertainment is developing a video game called Project Memoria to tell a story about depression. The game aims to provide insight into mental disorders through an immersive experience with beautiful art and a novel story. The team believes this can help bridge understanding between those with neurodiversity and the general public. They plan to self-publish on Steam to reach their target audience of fans of story-driven indie games. Market research shows the video game industry is growing and the niche indie game segment remains underserved despite a large audience.
Public Interest Gaming by Alan GershenfeldRobin Alter
Here is a nice presentation by Alan Gershenfeld covering some the discussion points around public interest gaming which were discussed at the Game Developers Conference 2010 in San Francisco.
Gamification leverages game mechanics and thinking to improve business processes and goals. It aims to drive delight into products by fostering creativity. As gaming culture influences employees and consumers, organizations will need to adapt by making applications more fun and rewarding to use. True gamification requires an environment that nurtures creativity and vulnerability, which are essential for innovation but difficult for most companies. Leaders should consider gamification to evolve how they develop products and deliver experiences in a more competitive landscape.
The document discusses how social media and video games are converging, with gaming becoming a prominent feature of social networks. It outlines how social technologies in games enhance relationships and foster online communities. Games are inherently social, and companies are leveraging this by engaging fans through social media and facilitating feedback loops. Social games in particular offer accessibility and are highly addictive due to their social elements. The convergence of gaming and social media is helping to bridge cultural divides and make video games more mainstream.
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This document outlines a communications framework for Playground Sessions from November 2012 to October 2013. The goal is to get 750,000 qualified visitors to the Playground Sessions site with a conversion rate above 0.75%. The target audience are teens aged 13-17 who use cell phones, play games, and are active on social media. The key message is to encourage teens to not give up on their dreams and learning by making it fun. Success will be measured by increased engagement on the Facebook page and app like more people playing games and completing missions with fewer people quitting.
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The document discusses how to successfully expand an intellectual property from the digital space into a global brand. It notes that becoming a brand requires clearly identified transferable values, ubiquity, and longevity. It warns that expanding into new categories greatly increases competition and requires execution excellence. Developing brand extensions also requires driving development across new businesses that have different skills and rules. The document provides questions to consider around a property's values, characters, storyline, design uniqueness, and long-term priority to determine if it is well-suited for brand expansion. An example of the successful Cut the Rope franchise is discussed, which saw global retail partnerships and consumer products deals after starting as a popular mobile game.
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Future Of Gaming report presents key trends emerging within the gaming space that brands, non-profits and communities can leverage to build engagement and motivate their target audience towards achieving a desired goal or outcome. It is designed to inspire anyone tasked with creating compelling user experiences, whether that be on a digital screen, in the real world or somewhere in between.
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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
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. WEB PLAY
Web games
Web promotions and
competitions
Single player
Multiplayer
Micro-sites
Leader boards
6. MOBILE PLAY
iOS (iPhone and iPad)
Android
Cross platform
Stand alone and
connected
Free and Paid
7. SOCIAL PLAY
Facebook Apps
Facebook Pages
Facebook Connect
Twitter integration
Promotions and
Competition
8. DESKTOP PLAY
Desktop installable
games and Apps
Windows, Mac, Linux
CD, USB, Web
distribution
DRM
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. 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. THE WAY WE WORK
We aim to craft custom solutions for our clients
whilst re-using existing code and tools wherever
possible. This means we can:
Deliver against objectives
Deliver on Time
Stay within budget
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
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…
22. SMARTPHONES IN AUSTRALIA
TELSYTE 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)
30. 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.
31. 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%.
32. 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 play
Which means that all marketing departments should be
exploring the potential of Play based content
33. THE POINT IS…
Marketing Budget
Social
Mobile
TV
Online
Outdoor
Radio
Press
34. PLAY SHOULD BE IN THE MIX
Marketing Budget
Play
Social
TV
Mobile
Online
Radio
Outdoor
Press
36. 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
37. SHAREABLE CONTENT
Good games are genuinely talked about and
shared across all social networks
Sharing can be integrated into the game
38. 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
39. 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
40. 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
41. 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
42. WHAT MAKES CONTENT ENGAGING
Intrinsically
Enjoyable
Offers
Fun! Participation/
Sociability
CONTENT
Utilitarian/ Community
Informative Building
Stimulating/
Challenging
Inspiring
43. GAMES ARE ENGAGING
Intrinsically
Enjoyable
Offers
Fun! Participation/
Sociability
GAMES
Utilitarian/ Community
Informative Building
Stimulating/
Challenging
Inspiring
44. GAMES COMPARED TO OTHER MEDIA
TV RADIO PRINT WEB SEARCH EMAIL GAMES
DISPLAY
Sight Sight Sight Sight Sight Sight Sight
SENSES
Hearing Hearing Hearing Hearing Hearing Hearing Hearing
EMPLOYED
Touch Touch Touch Touch Touch Touch Touch
EXPOSURE
15-30 sec 15-30 sec 5-10 sec 2-3 sec 2-3 sec 0-1 min 5-10 min +
TIME
BRANDING
DIRECT
RESPONSE
INTERACTIVIT
Y
DATA
GATHERING
SOCIAL
INTEGRATION
47. GAMIFICATION IS…
Making things more:
Fun and Playful
Rewarding and Engaging
Exciting and Challenging
Competitive and Collaborative
Social and Sharable
48. 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
49. 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
52. THE PEOPLE ARE ASKING
When it comes to all the boring things in the
world, the people are asking…
Why can’t this be fun?
53. 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
56. THE TOOLS
Points Levels and Progression
Leader boards Badges and Trophies
Virtual Currency Social Media Integration
Virtual Items Fun
Virtual Economies
57. 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
59. 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?
60. 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
61. INTEGRATE WITH THE WIDER
CAMPAIGN
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
62. 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
63. THINK LONGER TERM
Think beyond the campaign
Games can remain popular
for years
Some players will get upset if
you remove the game
65. 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
66. 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
68. SWORDS AND SANDALS
Background
By 2010, 3RD SENSE’s popular ‘gladiatorial combat’ online game
franchise ‘Swords and Sandals’ had had over 250 million game
plays over 5 years. The obvious next step was an iPhone game
Objectives
Generate revenue, sell games
Cross promote the existing game
(Test the platform’s commercial opportunities)
71. SWORDS AND SANDALS
The 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
72. EGGY WORDS FOR BLAKE
Objective
Make learning sight words fun for 5 year olds (there are 250
to 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
75. FOX FOOTY LIVE KICK
Objective
Fox Sports wanted to engage Footy fans when they were watching
the game on TV
The 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
79. LET’S START A CONVERSATION…
If you’re looking for a Mobile Game that CUTS THROUGH the
noise, CONNECTS with your target audience and drives the
ACTIONS you want, get in touch.
02 89 231 200
commercial@3rdsense.com
www.3rdsense.com