Social Entertainment - Chapter 7

CHAPTER 7:SOCIAL ENTERTAINMENT

Learning Objectives

What are the forms of social entertainment? What are the characteristics of social games

and gamer segments? How can social media marketers use social

games to meet branding objectives? Why are social games an effective tool for

marketing? What are the characteristics of alternate

reality games (ARGs)? What are the advantages and disadvantages

of using ARGs as a marcom channel?

Social Entertainment Zone

Recommended Viewing on Social Gaming

This Week in Social Media: Future of Social Gaming http://www.youtube.com/watch?v=ma-IP

mbYcyQ Social Gaming Summit 2012: Future

of Social Gaming http://www.youtube.com/watch?v=30Sd

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Types of Games Core or Casual Social

Multiplayer; Online connectivity among a community of players

Goal-oriented, competitive Rules of engagement With leaderboards, achievement badges,

friend lists

Game Characteristics

Platform (system upon which game is played)

Mode (structure of game) Milieu (visual nature of game; e.g.,

fantasy) Genre (method of play)

Simulation Action Role-playing Strategy (and puzzle)

Game-Based Marketing

Advergame In-game advertising

Ads Product placements

Screen Script Transactional Plot (immersive)

Public Enemies Week – Product Placement in Mafia Wars

Read more at http://www.appssavvy.com/publicenemies/

Ask First

Are gamers receptive? Do brands benefit from association

with the game? Do players identify with brands used

by their characters? Is game story an unobtrusive way to

share a brand message?

Why Do Games Work for Marketers? Gamers are open to advertising content in

games Brands benefit when they associate with a

successful game Players identify with the brands their

characters use, increasing brand involvement Branding within a game’s story is an

unobtrusive way to share a brand’s core message

Marketers can measure a game’s promotional value

ARGs

ARGs – transmedia, social games Immersive fiction Branded or dark play Learn more:

http://www.youtube.com/watch?v=z5w2CNB9clw

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

Learning about ARGs: Unfiction

The Vocabulary of ARGs Puppet master: The authors, architects, and managers of

the story and its scenarios and puzzles. Curtain: The invisible line separating the players from

the puppet masters. Rabbit hole: The clue or site that initiates the game. Collective detective: A term that captures the notion of

collaboration among a team of geographically dispersed players who work together to flesh out the story.

Lurkers and rubberneckers: Lurkers follow the game but do not actively participate; rubberneckers participate in forums but do not actively play

Steganography: The tactic of hiding messages within another medium so that the message is undetectable for those who do not know to look for it.

Trail: A reference index of the game including relevant sites, puzzles, in-game characters, and other information.

Pros and Cons of ARGs

Reach? Involvement? Time spent with brand messages?

Evaluating the Effectiveness of a Brand-Sponsored ARG

Number of active players Number of lurkers and rubberneckers Rate of player registration Number of player messages generated Traffic at sites affiliated with the ARG Number of forum postings Average play time Media impressions made through ARG

generated publicity

Questions?

Recap Discussion

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