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The Influence of Gamification on Digital Marketing

Gunter Blanckaert
Gunter Blanckaert

The document discusses whether marketing needs to be gamified. It begins with an introduction to gaming, noting that the average young person will spend 10,000 hours playing online games by age 21. It then covers the history of video games and discusses different game genres. The document introduces the concept of gamification as using game mechanics for non-game contexts to engage users. Examples of game mechanics for gamification like points, levels, badges and leaderboards are provided. It argues that gamification can drive long-term user engagement and provides examples of gamified marketing campaigns.

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Do we need to gamify marketing? 21/11/2012 gunter.blanckaert@microsoft.com | @Guntbl Powered by
Gunter who? >11y in the online business @ Microsoft Advertising Brand Sales Strategy Lead for the European markets Digital enthusiast, 24/7 surrounded by technology Proud father of 3 Generation G kids
Who are you & why are you here?
AGENDA Setting the Scene Introduction to gaming Advergaming Play time Break Gamification
Media Social Search Tablets Gaming Mobile Apps & HTML 5
Who knows Generation G?
Generation G: your future customers 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
Technology/Media adoption in US
Time it took to get to 1M users 730 days 365 days 365 days 74 days 28 days 10 days
Introduction to Gaming
More than 20y ago
History of (Console) Video Gaming
Who remembers Arcade Games? Why wasnt the ball of pong round? Make sure to visit: http://atari.com/arcade#!/arcade/
Who considers him/herself to be a gamer?
the typical gamer?
Video Game Console Usage Males 15-34 yrs average 12 Console usage is similar hours per week gaming & To TV usage increasing 12.000 900 Avg. hours gaming 800 Video Game Average Audience (000) 10.000 Average Audience (000) 700 per Week 8.000 600 500 6.000 400 4.000 300 TV Usage 200 2.000 Game Console Usage 100 0 0
What type of games does a player/gamer play? Most people think of this
Big Blockbuster Games
Launch of Halo 4 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 Call of Duty Black Ops 2
Launch of Call of Duty Black Ops 2 1 month after the release, Call Of Duty Black Ops had been played for more than 600 million hours = the equivalent of 68,000 years
So, is gaming good for your health and well being?
Impact of video games2 X 1. Too much screen time makes your eyes sight worse 2. Games lead to attention problems & greater distractibility 3. Makes you less good in multitasking 4. Has the same effect as drinking wine
But this is the new face of fun
Games everywhere, for everyone 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
Online Gaming We invest 3 billion hours weekly playing games online.
珂珂或赫s
Social Gaming social games have become the modern Calgon Moment for busy women who often feel life spiraling out of control around them.
In-game advertising
Advergaming
Advergaming 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 - examples
Advergaming - examples
Advergaming - examples
McDonalds cross media
Time to play Go to: http://pleasurehunt2.mymagnum.com/?lc=en_be Play the Magnum game & note down the different gaming elements
Time to play Who has a smartphone? Who has brought his tablet? Who has his laptop? Take it out of your bag, startup your favourite game and tell your neighbour why you like it so much
Intro to Gamification
1. What is 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 Gamification is not 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.
Gamification is hot 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
2. Gamification Basics Just want to have fun Loyalty evolved Status - Rewards
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
SAPS = sytem of rewards Status: Badges | Levels & Leaderboard Access Power Stuff
3. Why do you/people play? Mastery Destress To have fun To socialize
How far would you go?
Fun as a social motivator FU AS A SOCIAL MOTIVATOR Get more people to use stairs? Make stairs for FUN!
Escape from reality, 007 style
4. Gamer/Player types
Gamers Motivation 4. /stages of mastery Expert Proficient Competent Advanced beginner Novice
5.1 Game Mechanics: points
5.1 Game Mechanics: points
5.1 Game Mechanics: points
5.1 Game Mechanics: point system Experience points Redeemable points Skill points Karma points Reputation points
5.1 Reputation point system
5.2 Game Mechanics: Levels Cfr Pacman Angrybirds Donkeykong Progress bar: Linkedin
5.3 Game Mechanics: Leaderboards
5.4 Game Mechanics: Badges
OBJECTIVE of these mechanics? Long term engagement
Examples to remember
Heineken
Nike: a sports or tech company?
Advergaming - examples
Americas Army
Samsung Nation
BING Jay-Z
Volkswagen Golf
Life is a game, dont forget to play
Trying is knowing
Do we need to gamify advertising? Absolutely as it drives user engagement & satisfaction, but above all: its more fun!
Thank you! Gunter Blanckaert @guntbl guntbl@microsoft.com

More Related Content

The Influence of Gamification on Digital Marketing

  • 1. Do we need to gamify marketing? 21/11/2012 gunter.blanckaert@microsoft.com | @Guntbl Powered by
  • 2. Gunter who? >11y in the online business @ Microsoft Advertising Brand Sales Strategy Lead for the European markets Digital enthusiast, 24/7 surrounded by technology Proud father of 3 Generation G kids
  • 3. Who are you & why are you here?
  • 4. AGENDA Setting the Scene Introduction to gaming Advergaming Play time Break Gamification
  • 5. Media Social Search Tablets Gaming Mobile Apps & HTML 5
  • 7. Generation G: your future customers 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
  • 9. Time it took to get to 1M users 730 days 365 days 365 days 74 days 28 days 10 days
  • 12. History of (Console) Video Gaming
  • 13. Who remembers Arcade Games? Why wasnt the ball of pong round? Make sure to visit: http://atari.com/arcade#!/arcade/
  • 14. Who considers him/herself to be a gamer?
  • 15. the typical gamer?
  • 16. Video Game Console Usage Males 15-34 yrs average 12 Console usage is similar hours per week gaming & To TV usage increasing 12.000 900 Avg. hours gaming 800 Video Game Average Audience (000) 10.000 Average Audience (000) 700 per Week 8.000 600 500 6.000 400 4.000 300 TV Usage 200 2.000 Game Console Usage 100 0 0
  • 17. What type of games does a player/gamer play? Most people think of this
  • 19. Launch of Halo 4 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.
  • 20. Launch of Call of Duty Black Ops 2
  • 21. Launch of Call of Duty Black Ops 2 1 month after the release, Call Of Duty Black Ops had been played for more than 600 million hours = the equivalent of 68,000 years
  • 22. So, is gaming good for your health and well being?
  • 23. Impact of video games2 X 1. Too much screen time makes your eyes sight worse 2. Games lead to attention problems & greater distractibility 3. Makes you less good in multitasking 4. Has the same effect as drinking wine
  • 24. But this is the new face of fun
  • 25. Games everywhere, for everyone 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
  • 26. 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
  • 27. Online Gaming We invest 3 billion hours weekly playing games online.
  • 29. Social Gaming social games have become the modern Calgon Moment for busy women who often feel life spiraling out of control around them.
  • 32. Advergaming is the practice of using video games to advertise a product, organization or viewpoint it is not In-game advertising, it is not Gamification
  • 37. Time to play Go to: http://pleasurehunt2.mymagnum.com/?lc=en_be Play the Magnum game & note down the different gaming elements
  • 38. Time to play Who has a smartphone? Who has brought his tablet? Who has his laptop? Take it out of your bag, startup your favourite game and tell your neighbour why you like it so much
  • 40. 1. What is 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
  • 41. What Gamification is not 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.
  • 42. Gamification is hot 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
  • 43. 2. Gamification Basics Just want to have fun Loyalty evolved Status - Rewards
  • 47. Loyalty, a well known tactic
  • 48. Loyalty, a well known tactic
  • 49. Loyalty, a well known tactic
  • 50. SAPS = sytem of rewards Status: Badges | Levels & Leaderboard Access Power Stuff
  • 51. 3. Why do you/people play? Mastery Destress To have fun To socialize
  • 52. How far would you go?
  • 53. Fun as a social motivator FU AS A SOCIAL MOTIVATOR Get more people to use stairs? Make stairs for FUN!
  • 54. Escape from reality, 007 style
  • 55. 4. Gamer/Player types
  • 56. Gamers Motivation 4. /stages of mastery Expert Proficient Competent Advanced beginner Novice
  • 57. 5.1 Game Mechanics: points
  • 58. 5.1 Game Mechanics: points
  • 59. 5.1 Game Mechanics: points
  • 60. 5.1 Game Mechanics: point system Experience points Redeemable points Skill points Karma points Reputation points
  • 61. 5.1 Reputation point system
  • 62. 5.2 Game Mechanics: Levels Cfr Pacman Angrybirds Donkeykong Progress bar: Linkedin
  • 63. 5.3 Game Mechanics: Leaderboards
  • 64. 5.4 Game Mechanics: Badges
  • 65. OBJECTIVE of these mechanics? Long term engagement
  • 68. Nike: a sports or tech company?
  • 74. Life is a game, dont forget to play
  • 76. Do we need to gamify advertising? Absolutely as it drives user engagement & satisfaction, but above all: its more fun!