gamification : digital marketing entertainment
DESCRIPTION
What is gamification ? How to use gamification in order to improve your digital marketing ?TRANSCRIPT
gamifica'ondigital marke'ng entertainment
Digiworks: play with brands!
> Since 2008, we design games and interac've apps for leading brands
Christmas Speed Robot
3 « Gamification » ?
4 Games for
communication
1 The ba8le for a8en:on
2 Everybody
plays
1 The ba8le for a8en:on
From 500 to 2,000 ads per day
Do you see those ads ? Do you click on them ?
83% of French people think that ads disturb their web naviga'on
1/3 of French people do not wish to receive adver'sing
What could aIract the aIen'on of this boy ?
«Gamers» par Phil Toledano
2 Everybody plays !
Everybody plays…
Gaming is a part of our society
2,000 years BC, Atys saved his people from starva'on thanks to games
Call Of Duty Black Ops : 23 million units CityVille : 36 million units
Fifa 2013 : 11 million units Angry Birds : 1,5 billion downloads
The gaming industry is mass market
Cinema 1,3 billion €Music
817 millions €
Videogames 2,7 billions €
Source : SNJV (2011)
In France too !
In France, the video game market is bigger than music and cinema
3 « Gamification »
?
Heavy Rain, de Quan'c Dream
“A game is a problem-‐solving ac'vity, approached with a playful aetude. ”
Jesse Shell
football players need to win, their careers revolve around games kids play just for fun, defeat has no
consequence
« Work consists of whatever a body is obliged to do, and play consists of whatever a body is not obliged to do.» Mark Twain
What is a game?
« Gamifica:on » : not a very good word
« Gamifica:on » : not a good word
«Gamification is bullshit» Ian Bogost
«Gamification is not a project...it's a program that gets invested in for the long-term. Those that understand that see the most impactful and meaningful results».
Gabe Zichermann
Les DémocraSims : 25 000 votes
«The process of game-‐thinking and game mechanics is to engage users and solve problems» Gabe Zichermann
Defini:on of « gamifica:on »
fun sense of accomplishment learning feelings and emo'ons
social connections
collect points level progression leaderboards missions
A story to share, not just rules to apply
« Poin:fica:on » Storytelling, experience and emo:on
From Dust, Ubisom
We aIach a great deal of importance to providing an excellent gaming experience; that’s what WE call « gamifica'on ». We do not want « poin'fica'on » because it forgets the whole concept of experience.
A deep gaming experience creates strong emo'onal resonance and a long term engagement.
Educa'on with the Khan Academy Environment with Nissan Leaf Health with Oral-‐B
Communica'on with Domino’s Pizza Work with Rypple Connected TV with Heineken
Several brands are using « gamifica:on »
« Gamifica:on » : Nike
Tools
Games
Redbull own a gaming studio
Gaming is an essen:al part of brand content
Redbull produce newspapers and games about extreme sports. It is a media/brand beIer known for their entertainment ac'vi'es than for their energy drinks.
Being Henry is an interac've fic'on produced by Range Rover. You decide the next steps in the story. Once finished, you get a custom Range Rover based on your own story-‐based choices.
« Gamifica:on » and marke:ngHeineken’s marke'ng campaign, during the Champion Leagues in 2011, allowed viewers to play while they watched games on TV. !Viewers could bet by an'cipa'ng the outcome of the game. Players collected points when they won and reached the top of the leaderboard.
It works!
< Nike+ 7 million users
-‐ 35 minutes of play 'me -‐ one tweet per minute during 3 weeks -‐ a gold lion in Cannes
Wonderfnac > 110,000 games
« Gamifica:on »’s advantages
Engagement and loyalty
Branding
Community management
Human Ressources
Qualifica'on of data
social e-‐commerce
« Gamifica:on » can work with social commerce
« Gamifica'on » must include the most important aspects of digital marke'ng: social media and e-‐commerce.
Comment blogs and products hotline support social connec'on with other clients Facebook, twiIer etc…
Purchases record Products wish-‐list sociodemographic informa'on Loyalty Promo'ons
Beyond « gamifica'on », brands must offer high quality content : advice, tests, special offers…
Cash collected
Points collected
Player Enemy Rewards
Coins collected
Super Mario Wii 2
Number of lives
Time remaining
In a game you earn points…
Character you need to protect
Player
Ico
but you can play without points
In Ico you try to get out of a castle and to protect a young girl. No points, no badges, s'll fun.
4 Communication
and Gaming
How to design a game for a brand ?the experience needs to share the brand values and missions
Let’s define your projectBefore star'ng a « project of gamifica'on », we need to define this project. The following are sample ques'ons we might want to ask : !
Are you targe'ng the BtoB or BtoC?
What is the iden'ty of key target popula'ons?
Do you need social components?
What are the goals? Branding, data collec'on, loyalty?
Do you want to encourage specific behaviors?
Those answers are useful to build the « gamifica:on » tools
Motivation Challenge Reputation Awards
Le Ranch : a ranch management game
How to validate the crea:ve concept
Game concept / look & feel How the game works, the feeling provided !Objec:ves and targets In keeping with the concept !Branding How the experience shares the brand values and missions !LookDesign and visual universe !Key Drivers / USPWhy your concept is amazing
Sketch : «elemental tetrade», Jesse Shell
Gameplay loop
+ coins Competition!Care
Management
- coins + experience
- coins
Take care of your horse !
The more competition you win, the more money you earn
Upgrading the ranch
The animated tv show «Le Ranch» is also an online game
How to design a video game
Game mechanics
Design
Technic
Story-telling
Prototype
PLAYTEST
Tutorials must be thought-through carefully
A good game must be well adver:sed
Web and Facebook !iPad, iPhone, Androïd !Press Rela:on Press release, teaser !Media Buying !Cross Promo:on
Street Marke'ng TV ad
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