The document discusses the importance of play in engaging users through gamification and experiential marketing, highlighting various case studies from brands like Pita Pit and Dairy NZ. It emphasizes intrinsic motivation, building community, and achieving marketing objectives such as better click-through rates and increased brand awareness. Additionally, it presents data on user engagement and behavioral change achieved through interactive gaming experiences.

1. Engaging Through Play
Stephen Knightly, InGame
@sknightly

4. What is play?
play
/pleɪ/
verb
1.engage in activity for enjoyment and recreation rather
than a serious or practical purpose.

6. Why play? Intrinsic motivation
Meaning & Order
Mastery & Progression
Autonomy & Choice
Belonging & Community
Dan Pink, 2009
Dan Pink, Drive

7. Why keep playing? Flow
Mihály Csíkszentmihályi

8. Click Click Click Done
Not a Game Loop

9. Click Click Click Done
Not a Game Loop

10. Click Click Click Done
Not a Game Loop

11. Clear goal
Right toolsChallenge
Feedback
The Game Loop

12. What kind of engagement objectives?
 better CTRs
 better brand awareness, recall and purchase intent
 build database
 novel experience for customer acquisition
 experiential marketing
 understand brand experience
 train customers to use products correctly
 encourage repeat visits
 incentivise social media sharing and referrals

13. Pita Pit PlayHouse, iKemu
To promote The Block sponsorship
Via Facebook community
Reskinned a Match-3 game healthily

14. Pita Pit PlayHouse, iKemuIID Japan Playable vs Video Ads
On IID’s online media sites
Embedded in an advertorial
Compared to video ads for La La Land

15. Advertising effectiveness
The Value of Video for Brands, Neilsen and Facebook

16. Rewarding players
STATUS
ACCESS
POWER
STUFF
Gabe Zichermann, 2011
Community building
Loyalty
Direct response
Database building

17. Gumboot Glory, Dairy NZ & InGame
20 Levels
10,000 players in first month
80,000 unique players
Average 7 minutes play
25% returned

18. Farm Safety: Farm Rules, WorkSafe NZ & Dairy NZFarm Rules, DairyNZ & InGame
16 Levels in 3D
Average 13 minutes play
Visited 3.9 times (50 minutes)

19. Farm Rules, DairyNZ & InGame
From 1 July 2015 to 9 April 2017:
 28,520 unique users played the game 112,000 times
(returning to play 3.9 times on average)
 For an 13:18 minutes each time on average
 For a total of 52:20 minutes play time per player on average. This
exceeds our target of 30 minutes per player.
 Classroom afternoon and after school peak times
 413,911 virtual quad bike collisions
 250,369 virtual quad bike rolling accidents
 Players were split between Android (34%), iOS (32%), PC Web (28%) and
Mac Web (6%) platforms.

20. Behaviour Change: Rail Safety WeekRail Safety Week VR, KiwiRail & InGame
EXPERIENTIAL MARKETING
8 public events
6,000 online plays
One News & 3 News media

21. Magical Park, Geo AR Games
NOVEL EXPERIENCE
EXPERIENTIAL MARKETING

22. Parks Week Australasia, March
 55 Australian councils & 19 NZ councils
 9,625 games played
 Estimated 24,063 park visitors
 Over 50 days of game time (more than 1,200 hours)
 The average distance run per game was 1.45km
 86% users want a permanent magical park

23. What about B2B?

24. The Game Changer

25. The Game Changer
 Senior client event
 30 events with over 700 customers
 iPads to facilitate decisions and discussions
 Gamified competition for competitive people
 Questions for different personas
 Demonstrated long-term consequences
 Profiled BNZ products
 Activated BNZ Partner Centres

26. HABITS by Auckland Medical School & MBIE
BEHAVIOUR CHANGE
Mental health techniques

27. Employee Incentives: Salesforce.com
Sales CRM gamification

28. What kind of engagement objectives?
 better CTRs
 better brand awareness, recall and purchase intent
 build database
 novel experience for customer acquisition
 experiential marketing
 understand brand experience
 train customers to use products correctly
 encourage repeat visits
 incentivise social media sharing and referrals

29. Engaging Through Play
Stephen Knightly, InGame
@sknightly

31. Street Fighter 4