Bart Hufen BrandNewGame at MIE 2012 IN Ipsos synovate 2 feb 2012

donderdag 26 januari 2012

PLAY INGCONSULTCONCEPT

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A Brand New PlaygroundHow can we use games as a branding and marketing tool?


Content1. Who is He?

2. What makes a game a good game?

3. How can we use it as a marketing tool?

4. Why use games as a marketing tool?

5. Where is more information?


1/5: Who is He?



Download at www.brandnewplayground.com


http://www.brandnewplayground.com


Game Time


The story of FarmVille



32 million people like Farmville



It’s ‘Social’





You want to have what you don’t have...


















The story of Nespresso on Facebook






The story of CityVille, CastleVille, Sim Social, ...

1/4: What’s in a game?


Game Time


Game Time


Some Facts to kick off?50% of Facebook users log in to play games (= 350 million players)

Angry Birds was downloaded 500 million times

> 300 million people play games through the portals of Spil Games

Call of Duty Black Ops was played by >25 million people (PS3 + Xbox 360 + PC)

Average amount of gamers playing through Steam is 4 million daily

The average gamer is 37 years old


2/5: What makes it good?Playing a Game is like entering a Circle


Levels of involvementPlaying a Game is like entering a Circle

2/5: What makes it good?


The Flow makes it so Addictive and Fun to play games



Cha

lleng

es

Playtime

Games stimulate Gradual learning through Levels



Peaks of Frustration create Epic Experiences



A Game exists of these elements:

1. Objectives (purpose & challenge) 2. Variables (freedom) 3. Rules 4. Feedback system 5. Rewards 6. Levels7. Theme



3/5: How can We?Limited Time forces me to show just two examples


3/5: How can We?Limited Time forces me to show just two examples

They show you how games can help to reach objectives in the field of:

1. Product 2. Price 3. Place 4. Personnel 5. Promotion


2/5: A game that influences the Price (and builds up a CRM dBase)

Objective: increase store traffic

Target: young minded consumers

Essence: being comfortable during uncomfortable situations

3/5: How can We?



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3/5: How can We?


2/3: How can We?2/5: A game that influences the Price (and builds up a CRM dBase)

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3/5: How can We?



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3/5: How can We?



3/5: How can We?



3/5: How can We?



3/5: How can We?



3/5: How can We?



3/5: How can We?

http://www.youtube.com/watch?v=XgaVrEu6JRs




3/5: New distribution Places

3/5: How can We?



3/5: How can We?



3/5: How can We?


4/5: Games to train Staff (Personnel)

ABN Amro bank merged with Fortis

3/5: How can We?



Objective: learn new brand values and way to work

Target: all bank employees (retail)

Essence: learn how to profile consumers quicker and build trust

3/5: How can We?


2/3: How can We?4/5: Games to train Staff (Personnel)



3/5: How can We?



3/5: How can We?


3/5: How can We?Promotion (Gamevertising)

1. Product Placement 2. In-game advertising 3. Branded scripted content 4. Visually adapted games 5. Advergames

Light involvement

Maximum involvement


5/5: Games to Promote your organization or brand (Gamevertising)

5. Advergame

Just pay attention to advertising... ;-)

An example how you SHOULDN’T do it: Autotaalglas.

3/5: How can We?


4/5: Why should We?You tell me!


4/5: Why should We?1. 100% Attention 2. Fun! 3. Active multi-sensory, re-playable, experience 4. Hours, weeks, years of engagement 5. Immersion - depth


The objective of this presentation was to show you how games can help to achieve your organizational- or brand objectives

I hope I succeeded!

5/5: Where is More?


The objective of this presentation was to show you how games can help to achieve your organizational- or brand objectives

I hope I succeeded!

If so... reward me by jumping up and down!

5/5: Where is More?


Book: www.brandnewplayground.com

Blog: www.gamingandbranding.com

Bizz: www.brandnewgame.nl

Twitter: @BartHufen

5/5: Where is More?




http://www.gamingandbranding.com

http://www.gamingandbranding.com

http://www.brandnewgame.nl

http://www.brandnewgame.nl

Book: www.brandnewplayground.com

Blog: www.gamingandbranding.com

Bizz: www.brandnewgame.nl

Twitter: @BartHufen

PLAY INGCONSULTCONCEPT



Bart Hufen BrandNewGame at MIE 2012 IN Ipsos synovate 2 feb 2012

Business

story of farmvilledonderdag

good game

story of nespresso

story of cityville

game timedonderdag

use games

crm dbasedonderdag

crm dbaseh