do we need to gamify (digital) marketing?
Post on 20-Oct-2014
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The influence and importance of gamification on digital marketingTRANSCRIPT
Do we need
to gamify (digital) marketing?Gunter Blanckaert
Twitter: @Guntbl
08/01/2013
A Typical Day at the Office
• >12y in the online business @ Microsoft Advertising
• Brand Strategy Lead for the European markets
• Digital enthusiast, 24/7 surrounded by technology
• Proud father of 3 Generation G kids
Gunter who?
Who are you & why are you here?
Why are you here?
What are your expectations?
• Setting the Scene
• Gaming for dummies
• Advergaming
• Play time
• Break
• Gamification Basics
• Examples/cases
Table of content
MediaSearch
Apps &
HTML 5
Social
Gaming Mobile
Tablets
Who knows Generation G?
“The average young person in a country with a strong
gaming culture will have spent 10.000 hours playing
online games by the age of 21”
Generation G: your future customers
1. Urgent optimism: gamers always believe an epic win is possible
2. Keeping a tight, social fabric > we’ll have a better connection after playing a game together, even if we loose – value the same goal > stronger social relationships
3. Blissful productivity: we’re happier working hard
4. Epic meaning: aspiring mission, human planetarian scale
Why is Gaming so important for Gen G
730 days
365 days
365 days
74 days
28 days
10 days
Time it took to get to 1M users
Introduction to
Gaming
Exercise: what’s your gaming history?
Why wasn’t the ball of pong round?
Make sure to visit:
http://atari.com/arcade#!/arcade/
Who remembers Arcade Games?
Who remembers Donkey Kong?
Who remembers Commodore 64?
Who remembers Sega Master?
Who remembers Nintendo
Gameboy?
Who remembers Messenger
Games?
Who remembers PSP?
Today
Who considers him/herself to be a
gamer?
Console UsageA
vg. ho
urs
gam
ing
per
Week
Males 15-34 yrs average 12
hours per week gaming &
increasing
0
100
200
300
400
500
600
700
800
900
0
2.000
4.000
6.000
8.000
10.000
12.000
Vid
eo
Ga
me
Av
era
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die
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e (0
00
)
Av
era
ge
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die
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00
0)
TV Usage
Game Console Usage
Console usage is similar
To TV usage
Males 18 – 34, not alone anymore
What type of games does a gamer
play?
Most people think of this…
Big Blockbuster Games
“Halo 4” Collects $220 Million In Global Sales In The First 24 Hours Over
Record Sales (…) The “Halo” saga eclipses the biggest movie launch in U.S.
box office history; on track to reach over $300 million in global sales in the
first week.”
Launch of Halo 4 - 2012
“GTA 5 made a
staggering $800m on its
first day, beating Call of
Duty: Black Ops 2, which
earned $500m upon its
debut.”
Launch of GTA - 2013
Launch of Call of Duty – Black Ops 2
But this is the new face of fun
Worldwide 30,000,000 mobile apps are
downloaded each day
Games are the #1 downloaded
category of apps, making up 26% of all
mobile app downloads
Sources: www.livingthebrand.com, www.interbrand.com, www.brandchannel.com
Games everywhere, for everyone
"Angry Birds Star Wars(…) Just 2,5 hours after its November 8 release, "Angry Birds Star Wars" rose to the No. 1 paid iPhone app“
Games everywhere, for everyone
“We invest 3 billion hours weekly
playing games online.”
Online Gaming
MMOG’s
“social games have become the modern “Calgon
Moment” for busy women who often feel life spiraling
out of control around them.”
Social Gaming
In-game advertising
“is the practice of using video games to advertise a
product, organization or viewpoint “
“it is not In-game advertising, it is not Gamification”
Advergaming
Advergaming - examples
Advergaming - examples
Advergaming - examples
Advergaming - examples
McDonalds cross media
• Who has a smartphone?
• Who has brought his tablet?
• Who has his laptop?
Take it out of your bag, give it to your neighbour and
show them your favourite game
Tell them why you like it
Exercise: Time to play
Intro to
Gamification
“Is the use of game mechanics and game design
techniques in non-game contexts.”
“The process of game-thinking and game mechanics
to engage users and solve problems”
What is Gamification?1.
“Particularly in the early days, as the term was gaining traction, it was a common misconception that simply making a branded game was ‘gamification’. This is NOT what gamification is about. There are some similarities that could be drawn but the main difference is that branded games are about exposure and CTR where as adding gamification to a product is more about increasing engagement and loyalty.”
What Gamification is not
“An estimated 70 percent of the top 2,000 public
companies in the world will have at least one gamified
application by 2014 (…) the worldwide market will grow
from $242 million in 2012 to $2.8 billion in 2016, with
enterprise gamification eclipsing consumer
gamification in 2013”
Gamification is hot
Gamification is hot
• Just want to have fun
• Loyalty evolved
• Status - Rewards
Gamification Basics2.
Just wanna have fun
Just wanna have fun
Just wanna have fun
Loyalty, a well known tactic
Loyalty, a well known tactic
Loyalty, a well known tactic
The future of loyalty is social
SAPS = system of rewards
• Status: Badges | Levels & Leaderboard
• Access
• Power
• Stuff
Extrinsic vs Intrinsic rewards
• Extrinsic rewards (prizes, cash, discounts, offers)
should be aligned with intrinsic rewards
– Intrinsic Rewards (self-motivational)
– Extrinsic Rewards (carrot/stick principle)
Why do you/people play?
• Mastery
• Destress
• To have fun
• To socialize
3.
Destress
Destress & socialize
Get more people to use stairs? Make stairs for FUN!
FU AS A
SOCIAL
MOTIVATOR
Fun as a social motivator
FU AS A
SOCIAL
MOTIVATOR
Fun as a social motivator
Escape from reality, 007 style
Gamer/Player types
• Explorers
• Achievers
• Socializers
• Killers
4.
Excercise
• Who do you think makes up for the biggest portion
of the poulation? Why?
• What type are you?
• Can you give examples of games typical for the
different types?
4.
Gamer/Player types4.
Achievers Killers
Explorers Socializers
Excercise: what game mechanics do
you know or would you use for your
assets?
Game Mechanics: points5.1
Game Mechanics: points5.1
Game Mechanics: points5.1
Game Mechanics: point system5.1
• Experience points
• Redeemable points
• Skill points
• Karma points
• Reputation points
Reputation point system5.1
Game Mechanics: Levels5.2
• Cfr Pacman
• Angrybirds
• Donkeykong
• Progress bar: Linkedin
Game Mechanics: Leaderboards5.3
Game Mechanics: Badges5.4
Long term engagement
OBJECTIVE of these mechanics?
Examples to
remember
Nike: a sports or tech company?
Autodesk: Gamified Trial
• 54% increase in trial
usage,
• 15% increase in buy
clicks, and a
• 29% increase in channel
revenue per trial start
Autodesk case: learnings
1. Decide who your audience
2. Identify the type of behavior you want to drive from that target audience.
3. Look at the experience from the player’s perspective.
4. Pace your content by breaking into sections to keep gamers engaged and to easily keep track of goals or trophies earned throughout the trial.
5. Have some fun and outline any Easter egg achievements you’re going to give away
6. Find the right technology to fit your story
Branded Apps: Heineken
Branded Apps: Domino Pizza
STEP 2: increased engagement
STEP 2: increased engagement
• 135% Increase in referral traffic from Facebook
• 300% Increase in revenue from Facebook-referred visitors
• 600% Increase in images & videos upload to social content
Samsung Nation: Social Loyalty
Gamification & Social Media
• Make it fun & engaging
• Bring people back, possibly multiple times a day
• Gamified Social experience > Fans become brand
ambassadors
Moosejaw: real-time pricing
“In less than 15 minutes, they sold over
five hundred $10 Moosejaw gift cards.
Consumers then took those $10 gift cards
and, on average, made purchases of $66,
a 560% return on investment.”
Extraco Bank: boost conversions
Used gamification
technique to help ease
the pain of the news
that free checking was
going to go away for
certain customers.
Think about your digital assets? Where could you
apply a gamified experience?
split up in groups & come up with an idea
Excercise
• What is the reason for gamifying your product or service?
• How does it benefit users?
• Will they enjoy it?
• What are your business goals?
• How do you get users to fulfill those business goals?
• What actions do you want users to take?
Excercise
Integrated, gamified
marketing campaign
examples
Ford Escape 2013
BING – Jay-Z
Volkswagen Golf
“Life is a game,
don’t forget to play”
“Trying is knowing”
Do we need to gamify digital
marketing?Absolutely as it can
- Drive user engagement & satisfaction,
- Create loyalty
- Increases revenue
- Boost social sharing
“Gamers tend to be more motivated
than non-gamers to be connected to
others, and they display a higher than
average propensity to interact with
brands on social networks…”Adam Kleinberg for Mashable
Thank you!
Gunter Blanckaert@guntbl