Downloaded 94 times
Uploaded byGAMESbrief
Transmedia, Gamification, Advergaming
This document discusses various buzzwords related to games, including transmedia, gamification, advergaming, and others. It provides definitions and examples for each term. For transmedia, it gives examples like a novel set in a game world or an alternate reality game to promote a movie. For gamification, the author provides their definition as "using game-like mechanics to improve a business process, or customer experience, or profits." The document also discusses rules and best practices for successfully applying gamification.
Transmedia, Gamification, Advergaming
- 1. Transmedia, gamification, advergaming andother buzzwords Nicholas Lovell GAMESbrief October 27th, 2011
- 2. Nicholas Lovell, GAMESbrief • Author, How to Publish a Game, GAMESbrief Unplugged Volumes 1 &2 • Director, GAMESbrief (www.gamesbrief.com) • Clients include Atari, Channel 4, Channelflip, Firefly, IPC, nDreams, Rebellion and Square Enix • @nicholaslovell / @gamesbrief
- 3. Subscribe to theblog
- 4. This is agame
- 5. This is nota game
- 6. This is agame
- 7. This is nota game
- 8. This is agame
- 9. This is nota game
- 10.
- 11. ADVERGAMING IN-GAME ADVERTISING TRANSMEDIA GAMIFICATION MAKING GAMES
- 12. Advergaming = a brandpaying a developer to make a game
- 15. An advergame isnot a TV spot • Games are rubbish at customer ACQUISITION • They are great at customer RETENTION • They can complement an acquisition campaign, not replace it
- 16. Marketing budget >=dev budget Development budget: $50 m Launch budget: $200 m
- 17. Transmedia = taking amedia property and extending it into a different medium.
- 18. Some examples • Anovel 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
- 19. My latest transmedia(ugh!) project
- 20. Stop! When transmediaattacks
- 21. 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
- 22. In-game advertising = a (largely discredited) attempt to bring television-style advertising to big-budget games
- 23.
- 24. In-game advertising wasgoing to be the next 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
- 25. Branded virtual goods 2 million Facebook fans in 24 hours
- 26. Game making = makinggames
- 27. Brands are notgame makers • Making games is tough • 40 years of experience • Business model, distribution, audiences, genres changing • Do you really want to make a game?
- 28.
- 29. My definition ofgamification “Using game-like mechanics to improve a business process, or customer experience, or profits”
- 30.
- 31. Rule 2: Knowwhat you are trying to achieve
- 32. Rule 2: Didit 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
- 33. Rule 3: Beprepared not to gamify
- 34. Rule 3: Rememberthe 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
- 35. Rule 8: Bewareunintended consequences
- 36. Rule 8: thetarget, or the objective? Q&A
- 37. Rule 9: Makeit personal
- 38. Rule 9: Intrinsicversus extrinsic
- 39. Rule 10: Gamificationis a process, not a project
- 40. Rule 10: changeyour attitude • Spend 50% of your marketing budget after launch • Once you start, never stop
- 41. 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.
- 42. Thank you nicholas@gamesbrief.com http://www.gamesbrief.com/2011/03/the-ten- rules-of-gamification/ Buy my books
- 43.
- 44. Killers • Competition • Testsof skill • PvP • Ganking and griefing • It’s all about “beating” another human
- 45. 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
- 46. 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
- 47. Socialisers • Friends • Community •Communication • It doesn’t matter what they do as long as they do it with friends
- 48. The Player InterestGraph ACTING Killers: 23% Achievers: 21% PLAYERS WORLD Socialisers: 25% Explorers: 29% INTERACTING
- 49. Everyone is abit of everything • My BARTLE TEST results • Explorer (EAS) • Explorer: 80% • Achiever: 73% • Socializer: 47% • Killer: 0% • http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology