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.

1. MOBILE PLAY
THE GAME CHANGER
OCTOBER 2012
PRESENTED BY COLIN CARDWELL

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. WHO ARE 3RD SENSE?

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

13. WHO WE WORK WITH

14. THE STATE OF PLAY

15. …there has been revolution in
the games industry

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. Kids!
And then this happened…

20. THE MOBILE LANDSCAPE

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)

23. SALES BY OS

24. APP REVENUE IOS VS ANDROID

25. NON VOICE USAGE (APPS)

26. USE OF SMARTPHONES IN AUSTRALIA

29. APPS VS MSITES: APPS ARE WINNING

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

35. WHY IS PLAY EFFECTIVE?

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

45. GAMIFICATION

46. GAMIFICATION IS…
Making non-game activities
more game-like

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

50. IN SMALL WAYS

51. IN BIG WAYS

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

54. THE QUESTION…
…marketeers should be asking is
How can we make our
App fun?

55. THE SECRET GAME DESIGNERS TOOLBOX

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

58. ACHIEVING SUCCESS

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

64. MEASUREMENT

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

67. CASE STUDIES

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)

69. SWORDS AND SANDALS

70. SWORDS AND SANDALS

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

73. EGGY WORDS

74. EGGY WORDS

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

76. FOX FOOTY LIVE KICK

77. NRL ON FOX LIVE KICK

78. QUESTIONS?

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