games, consumers and errr....brands
TRANSCRIPT
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Games, Consumers & Errrr… Brands
Alok KejriwalCEO and Co-Founder
Games2win.com
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Once upon a time, this was a game
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A game, with a social context
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And a game that had a Brand Sponsor!
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This was the perfect ‘Adver-Game’
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Games became friendlier, multiplayer…
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Games became collaborative…
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Games developed manners and rules!
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Games became fun!
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The ‘Social’ Context remained strong in all these games..
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But, Brands took a backseat..
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Then Games on the Internet arrived
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And the audience exploded
Global Internet Audience: 1.4 billion
Source – comScore
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Brands tried inserting themselves into games
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And got lucky with 1 trick chickens..
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Brand Games never made it to the list of top games… (as ranked by Venturebeat.com)
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Why?
• Because Brands thought of GAMES as Ads
– They wanted Brand LOGOs to be big and shiny
– They wanted Games to be Brand messages
– They thought consumers were dumb “bots”
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While this was happening,social online games exploded
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And so did mobile games
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The new gen of game creators boycotted Brands
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In fact GAMES became BRANDS
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And began behaving like Brands!
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Games became a Business Zynga’s turnover (Rs. 6,000 crores) is higher than:
Rs. 2,394 crRs. 4,514 cr Rs. 4,213 cr
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Brands lost out to Gaming
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Now, that’s dangerous, ‘cozGaming is the new Entertainment
168,363Number of Game Apps
Out of 500,000+ total Apps on iTunes Store
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Why Brands should pay attention
• Gaming is what young people do
• Gaming is the new connect
• Gaming is the new currency of engagement
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What should Brands do?
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Start by becoming
HUMBLE
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Ask themselves:
• Do we play games?
• Do we understand what makes great games?
• What do we want to do with Games?
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I believe:
If you are a brand that sells soap, colas, cars, life insurance policies or chewing gum, then it’s not your job to know games.
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Games WON’T
• Get your brand “recognition” or “recall” or any of those silly words they teach you.
• Create engagement (whatever that means in the context of brands and games)
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Games WILL
• Make you reach a set of consumers quickly. Faster than any media available
• Help you UNDERSTAND what these consumers like and want, so that you, as a Brand owner can give them those things.
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Use Games to reach, learn and talk with potential consumers instead of trying to sell them your plasticky brand message.
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Now, if you are thinking, “Who is this guy?
Why is he pretending to be Mr. Know All?”
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Well…
• This is the guy who has spent 12 years building games.
• This is the guy who is always creating ‘coexistent peace treaties’ between games and brands.
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So, a couple of Ideas….
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Step 1 Flirt with media buys “around” games
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Understand if there is affinity between your brand and the
gaming audience
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Step 2Insert your Brand CLEVERLY into FUN GAMES
Your brand
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Step 3 Use Fun Games to sell your Brand
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PLEASE
Don’t try MAKING your Brand a Game.
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Also, as a brand owner, don’t try this yourself. Instead:
• Hire a ‘Game’ agency!! (yeah, they exist – if you look around)
• Hire a Games Company to work for you.
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Sounds Stupid? Check this..
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Gaming is the biggest media opportunity ever
46,839,476,000Minutes spent on online gamingcomScore – Dec’11
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As brand owners, DON’T BLOW IT!
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Key Takeaways• Games as a media opportunity is big.
– Very Big.– Bigger than you can imagine.
• Games are NOT ADS. – Games are BRANDS
• Take Games seriously and work with PARTNERS who tell YOU what to do rather than the other way around.
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