3rd sense pokemon go seminar

WHAT CAN WE LEARN FROM THE PHENOMENON?

IN THIS PRESENTATIONIntroducing 3RD SENSE?

Pokémon Go. What is it and how is it doing?

Pokémon Go through the lens of Game Designers

3 things to take away

Q & A

IN EVERY JOB THAT MUST BE DONE THERE IS AN ELEMENT OF FUN. YOU

FIND THE FUN AND SNAP, THE JOB’S A GAME.

MARY POPPINS

INTRODUCING

Established

2001

Delivered over300+Projects

A team of technology

creatives

We doGames &

Gamification

Masters ofGame Design Thinking

Based inNorth Sydney

WE ARE GAME DESIGNERS FOR BUSINESS

OUR MISSION

WE ARE ON A MISSION TO MAKE THE WORLD MORE FUN FOR EVERYONE.

WHAT WE DO

STRATEGY. DESIGN. DEVELOPMENT. TESTING. LAUNCH. SUPPORT. WE DO IT ALL.

YOU’RE IN GOOD COMPANY

WE ARE ALL HELPING TO MAKE THE WORLD MORE FUN

WHAT IS IT? HOW IS IT DOING?

WHAT IS POKÉMON GO?• Free to play• Location Based – uses GPS• Augmented Reality• Find and collect Pokémon

(Pocket Monsters) 250 to collect• Train and battle them at Gyms• Collect other items to help• Save time and effort with In-

App Purchase

GEOLOCATION• Uses Smartphone GPS to

find your location• Uses Google Maps• Places Pokémon and other

items in real world locations• Players have to go to those

locations to find Pokémon, Pokéstops and Gyms

AUGMENTED REALITY• Locations of Pokémon,

Pokéstops and Gyms are augmented onto real places

• Basic game play involves catching Pokémon in a Pokéball

• Using the smartphone camera, the Pokémon appears to be in the ‘Real World’

• Battles in the Gym can also take place in the ‘Real World’

KEY FEATURES• It’s mobile• Use of Augmented Reality allowing

Pokémon to exist in the real world.• Geolocation gameplay driving

players to constantly engage with the game.

• Feature locations such as PokéStops and Gyms drive players to travel to public areas where they can play and interact with other players building Pokémon communities in suburbs all over the world.

KEY FEATURES• Well designed reward structure keep people

engaged• The Pokedex keeps track of the Pokémon

you've seen and caught.• Powerups such as lures and incense to keep

you wanting to play• Other unique in-game items helping the player

to succeed. • Drives social interaction.• Aligns with existing behaviours (perhaps not

driving)• Snacking game play• Long play game• Instant escapism.

MONETIZATION• Time and effort savers drive

revenue• Buy Virtual Currency (Pokécoins)

using in app purchase (super easy)• Buy items that will speed your

success with your Pokécoins • The ambitious, competitive and

lazy all spend money (not kids usually)

• Clever pricing makes $20 look like a small amount of money

SPONSORSHIP• Sponsored locations are

starting to roll out• Sponsored items will be

next• Followed by location based

advertising• The first sponsored

location was Tokyo McDonalds.

THE RESULTS!

IT’S NOT JUST YOUR IMAGINATION: NEARLY EVERYONE IS PLAYING POKÉMON GO.Across all age and gender segments, Pokémon GO ranks as the most popular game.Pokémon GO is the leading game across all demographic segments of iPhone users in the US. However, its appeal is strongest with the 13–24 segment, where it ranks in the top 20 for all apps, surpassing even Spotify and Pandora Radio.

UNEXPECT OPPORTUNITIESPokémon Go is driving sales of Pokémon and non-Pokémon products in small and local businesses.

People are leaving their jobs to play Pokémon Go and selling their accounts for money on ebay. The bidding for one of the high-level accounts has even reached £7,300.There is a new dating service for Pokémon Go players called “PokéDates”. The service matches users based on a questionnaire and then coordinates a time and a PokéStop to meet at.

POKÉMON GO ISN’T JUST A MOBILE PHENOMENON; IT’S AN ENTERTAINMENT JUGGERNAUT.

S INCE I TS RELEASE , POKÉMON GO HAS BEEN DOWNLOADED BY MORE THAN 100 M ILL ION USERS .

IN JUST A WEEK OF I TS L AUNCH, POKÉMON GO ADDED $7 .5 B I LL ION TO THE COMPANY ’S MARKET VALUE .

IN THE U .S ON I PHONE ALONE IT I S EST IMATED TO BE MAK ING $1 .6 M ILL ION PER DAY.

THE GAME IS ON PACE TO EXCEED THE $1 B ILL ION PRED ICT ION FROM EARLY JULY - APP ANN IE .

THROUGH THE LENS OF

GAME DESIGNERS

PEOPLE INSIGHTS

We know people like:• Escaping and having

fun• Collecting and

Creating• Competing and

Comparing• Recognition and

Status

These are inherent motivators that we can tap into

CAKE ANYONE?

OUR GAME DESIGN PROCESS

1. BRAND, AUDIENCE, OUTCOMES2. CORE GAME MECHANIC OR

BUSINESS PROCESS3. RULES OF THE GAME4. INJECTION OF FUN

INJECTION OF FUN

RULES OF THE GAME

GAME MECHANIC

BRANDAUDIENCEOUTCOMES

CHALLENGING FUN

GOALS, STRATEGY, OBSTACLES, LEVELS

EASY FUN

CONTENT, EXPERIENCE, EXPLORATION

PEOPLE FUN

COMPETITION, COLLABORATION, COMMUNITY

CREATIVE FUN

AVATARS, CUSTOMISATION, CHOICE

4 TYPES OF FUN



BUSINESS PROCESS3. RULES OF THE GAME4. INJECTION OF FUN5. REWARDS ECONOMY

REWARDS ECONOMY

INJECTION OF FUN

RULES OF THE GAME

GAME MECHANIC


YOU ARE NEVER FAR AWAY FROM YOUR NEXT REWARD



BUSINESS PROCESS3. RULES OF THE GAME4. INJECTION OF FUN5. REWARDS ECONOMY6. THE STORY & PRESENTATION

LAYER

THE STORY & PRESENTATION LAYER

REWARDS ECONOMY

INJECTION OF FUN

RULES OF THE GAME

GAME MECHANIC




BUSINESS PROCESS3. RULES OF THE GAME4. INJECTION OF FUN5. REWARDS ECONOMY6. THE STORY & PRESENTATION

LAYER7. INTERGRATIONS AND OTHER

FEATURES

3 THINGS TO TAKE AWAY

1. MOBILE FIRSTMobile is where it is happeningGames are the most popular mobile contentMore games are played on mobile than anywhere elsePeople spend 80% of their time in appsAlmost everyone has a Smartphone in Australia

2. BE INNOVATIVETake the risk and do something new!You will get pressYou will get talked aboutYou will get sharedIt’s too late to do a Pokémon clone!

3. BE REWARD CREATIVEYou don’t need rewards that cost moneyPeople don’t want toastersPeople don’t want discountsCreate rich sophisticated reward structures that align with what people wantGet that right and people will do the most incredible things!

CASE STUDIESSOME OF OUR WORK

CASE STUDY: DROP INTO MACCA’S

The BriefThe plugged in generation - those Millennials - are an elusive group for marketers. Tech-savvy, socially networked and educated, traditional methods of marketing have bypassed many of these individuals. More influenced by friends, family and peers rather than a brand's portrayal of a product, they are vastly different from past generations. So, how did McDonald's solve their Millennial puzzle? PROJECT HIGHLIGHTS

CLIENT: McDonald's Australia. PLATFORM: iOS & android (phone & tablet), web-based admin system. INTERESTING FACTS: #1 on App Store. One player played 10,247 times.

The SolutionIn collaboration with DDB Sydney, 3RD SENSE designed Drop Into Macca’s. The game features Carl who tumbles through the air collecting gold coins while dodging flying echidnas and other bits and pieces on his way down to a landing pad outside a McDonald's restaurant. Skydiving Carl, the driving force of the app, is controlled by physically tilting the phone - a point of difference, which adds to the novelty of the game.The game sets targets, tracks performance and rewards players with digital coins, visa gift cards and enough free food to keep its target market happy (and in a regular state of play!). There is also Carl's final descent into Macca's which is rewarded if Carl lands on a moving target. All provide the gamer with improved chances for earning points.The game is fun and addictive but look behind the game and you’ll find the mechanics of its success. The game has been designed with the user at it’s core which makes interaction and participation easy.

The OutcomeDrop Into Macca’s was a resounding success for McDonald’s. It was No.1 on the Australian iTunes store on its debut and burst onto social media with lots of likes and tweets, eventually resulting in real world presence at McDonald’s restaurants. Taking advantage of the game’s momentum, it was followed by Drop into Macca’s - Enter the Nug Zone. Filled with enhancements, the latest app - like its predecessor - provided McDonald’s with mass appeal, lots of data and deep brand engagement with another generation.

CASE STUDY: CAMP ORANGE

The BriefCamp Orange is Nickelodeon’s highly successful reality TV show. Started in 2005, the series has been delighting Australian audiences with its unique brand of entertainment, offering kids aged 8-13 a chance to compete in its ‘epic challenges’. Teams of contestants are chosen from video auditions, submitted online. The 3RD SENSE brief was to create a responsive, high traffic, deeply engaging website that captured the excitement of the TV series.

PROJECT HIGHLIGHTSCLIENT: Nikelodeon. PLATFORM: Responsive website, CMS for submission management.INTERESTING FACTS: In 2014, Camp Orange received more than 274,000 votes (up 100,000 from 2013).

The SolutionPacked with content, videos, games and competitions the site is a truly immersive experience for Camp Orange fans.Although content is available to all visitors, only registered users can acquire ‘credits’ which rewards enthusiastic kids with voting privileges and competition entry. Participation in online activities (such as games) all lead to credits. The Camp Orange multi-platform experience equates participation with winning - both for the user and their favourite team. If the buzz around the show isn’t enough motivation for its audience, leaderboards add another level of engagement.3RD SENSE was also there at the start of the Camp Orange audition process allowing users to upload their videos and submit their entries for the ‘adventure of a lifetime’.

The OutcomeFor its target audience, Camp Orange is an action packed adventure for both the challenger and viewer. The series has been a staggering success for Nickelodeon, both on air and online. The website did not disappoint fans, experiencing high levels of engagement and traffic. In addition, the online tool has made the ever increasing collection of data (from audition submissions, user profiles and competition entries) more manageable. And Nickelodeon knows the value of data - consumer insight is what drives its successful strategies.

CASE STUDY: M&A GAME

The BriefFounded in 2005, Sydney-based firm ansarada enjoyed nationwide success with its state-of-the-art Virtual Data Rooms (VDR). Specifically designed for the M&A (mergers and acquisition) due diligence process, ansarada wanted to take its VDR service to the world. Amidst fierce competition from more established firms, its global strategy was ambitious - to position itself as the preferred VDR service for all M&A dealmakers worldwide. Challenged by long sales cycles, and the costs imposed by traditional marketing methods, ansarada adopted an innovative approach.

PROJECT HIGHLIGHTSCLIENT: ansarada.PLATFORM: iOS & android (phone & tablet).INTERESTING FACTS: V2.0 recently released. Over $97 trillion traded in the game.

The SolutionWorking in collaboration with ansarada, 3RD SENSE used focus groups to acquire a deep understanding of their target audience (senior staff in investment banks, law and accountancy firms) and ensured the game mechanics aligned with the company's business strategy. As a result of this research, the world's first M&A game was born.The M&A Game is a slick mobile app placing the player in a virtual world reminiscent of the industry on which it is based. Featuring comic book style avatars, it is filled with the excitement of Wall Street - bidding, deal-making, asset acquisition, making and losing fortunes and building empires - all within the security of a game. The core of the game places the player as CEO, relying on his advisers to prepare for a deal and using the game’s artificial intelligence to try and negotiate the best deal possible. The game takes advantage of the competitive nature of its target market as well as the principles of its own industry, ensuring the engagement of its users.

The OutcomeThe first M&A game was launched in January 2014 to a responsive market. News of the game extended beyond financial press and prompted discussions within online communities. As a result, The M&A Game was a staggering success, firmly placing the ansarada brand foremost in customer’s minds while highlighting the value of its product and providing positive experiences with gamersWith the feedback received from players around the world, ansarada has enhanced its original application. Now up to Version 3, ansarada's latest M&A game features a multiplayer mode enabling users to connect with colleagues and friends. The M&A Game continues to achieve top-of-mind awareness for the ansarada brand while it builds valuable intelligence through the game's registration process.

CASE STUDY: ROCKY’S RAMPAGE

The BriefCSR Gyprock is the premier manufacturer of gypsum-based products in Australia. From plasterboard and cornices to compounds and adhesives, CSR Gyprock specialises in materials for the plastering trade. With brand awareness as a primary goal, 3RD SENSE was commissioned to design a game with deep levels of engagement and repeated brand exposure.

PROJECT HIGHLIGHTSCLIENT: CSR Gyprock.PLATFORM: iOS & android (phone & tablet).INTERESTING FACTS: The dynamics of the game results in repeated brand exposure & heighted awareness.

The SolutionRocky’s Rampage is a cross-platform, multi-level game which makes cheeky references to the plastering trade. Armed with a caulking gun, players control Rocky the apprentice, who runs through a building site shooting plaster. In this game, collecting tools will get you points - floating trowels, broad knives, buckets, hand sanders and jointing tape are scattered throughout the work site. Stumbling into tubes or cartridges will get you a more powerful caulking gun.However, running into other ‘tradies’, banging into scissor lifts or pallets piled high with products (such as bags of cornice cement) will get you thrown off the site by the foreman. At game over, players are prompted to play again or share the game with friends. They also get the chance to record their score - leaderboards foster greater competition.

The OutcomePlayers remember the fun, and it’s why they come back, but for CSR Gyprock, Rocky’s Rampage delivers against its business objectives. The game is short, fast and addictive encouraging repeat play and repeated brand exposure. Overall, the game provides a compelling and rewarding brand experience, which users can pass onto other colleagues and friends, gaining more exposure for the Gyprock brand and it’s values.

CASE STUDY: IGNITE

The BriefAs part of its technological transformation, John Holland, a diversified engineering company, entrusted 3RD SENSE to design an innovation platform for its workforce. For a company with work sites in remote locations, access at any time on any device was an important factor in design. PROJECT HIGHLIGHTS

CLIENT: John Holland.PLATFORM: iOS & android & web(phone, tablet & desktop), web-based admin system.INTERESTING FACTS: Feels like a game, but works like a business application..

The SolutionThe result of our collaboration with John Holland is Ignite - a cross platform solution (iOS, android, web) that allows users to submit ideas, whenever and wherever they like. Other users then get notified of the new idea and are invited to rate it against specific business related criteria. They can comment and add to the idea and even rate each other’s comments. The whole platform is gamified, so every interaction earns points and both the ideas and the users are scored with leaderboards reflecting participation and idea success for both. Momentum is maintained through competition, collaboration, rewards and feedback.

The OutcomeIgnite drives, motivates and rewards John Holland's people to participate, resulting in a powerful business tool that produces exceptionally high engagement levels because it feels like a game. From the management team's perspective, Ignite allows them to focus on the highest scoring ideas, making sure they get implemented quickly. John Holland's workplace strategy further enhances its reputation as an Employer of Choice allowing the firm to attract and retain the best people within its industry.

CASE STUDY: TALigence

The BriefTAL, Australia’s premier life insurance specialist, knows that strong risk management capabilities are central to the success and growth of its business. The company also realises that staff are a valuable source of risk data. Their employees can provide early detection of risk management issues and offer eyewitness intelligence from the field. Traditional methods of acquiring this form of intelligence are lengthy and time-consuming, so TAL approached 3RD SENSE to provide a more innovative solution. So how do you encourage 1200 employees to share their insights on a consistent basis, and how do you manage this new intel to your best advantage?

PROJECT HIGHLIGHTSCLIENT: TAL.PLATFORM: Web client (desktop), admin system.INTERESTING FACTS: The crowd think they’re playing while the game is gathering valuable data for the Risk Analysis Team.

The SolutionWe created TALigence, a game centred on risk management predictions. The game asks questions on the likelihood or impact of events occurring (eg: the likelihood or impact of inflation, business threats and fraud). Players are challenged with making 20 predictions in 10 minutes once a week. Speed is rewarded with extra points.The aim of the game - to be your division’s Oracle (i.e. fortune-teller) or Master Oracle (if you are the highest ranking individual) was the primary motivator in ongoing participation, and harnessed the competitiveness of employees.The ranking and rewarding system was reinforced with visual representation of progression, leaderboards and virtual rewards. TALigence is fun and engaging, and encourages people to trust their instincts.

The OutcomeThe game encourages long and repeat play as well as user engagement, which means a steady stream of information for TAL. There are, however, other benefits to the game.TAL’s workforce has a greater awareness and understanding of risk management concepts as well as a greater appreciation of the process - objectives of TAL's initial brief to 3RD SENSE. This knowledge held by its employees, not only makes them more effective at their jobs, it also lays the foundation for a more pro-active approach to risk management for the future.

CASE STUDY: TARGETING MATHS

The BriefToday’s primary schooler is a product of the digital age, and is heavily responsive to new ways of learning. Blake Education, one of Australia’s leading educational publishers, recognised the potential of apps to engage, motivate, and educate children. They believed that children could benefit from interactive maths tuition, so they commissioned 3RD SENSE to make maths fun. PROJECT HIGHLIGHTS

CLIENT: Blake Education.PLATFORM: iOS (tablet).INTERESTING FACTS: 7 versions for K-6. Whole maths curriculum in an app. Won a Design Award.

The SolutionOur Targeting Maths Series is a highly visual and auditory experience filled with colourful graphics and quirky animations. The app is driven by obvious goals, a clear sense of progression, regular positive reinforcement and rewards.Targeting Maths 6 is the latest in the series. Focusing on Year 6 maths, it includes 81 sets of questions covering all 9 major curriculum topics, a scratch board for working out problems and a dictionary of terms.Players receive up to 220 badges and can earn tokens to spend on games in the app’s circus area. The game also has a multi-player mode (for of up to 4 users) to improve speed while playing with peers.The overall experience is highly engaging and enjoyable, which makes learning maths easy (and fun!).

The OutcomeThe success of the Targeting Maths Series stems from its ability to engage, teach and motivate kids. This dynamic and interactive method of tuition ensures that learning is personalised and self-paced. It highlights areas for improvement by identifying the strengths and weaknesses of the student. A greater understanding also results because the app is not a passive consumption of concepts, it requires active participation from the student. It builds self confidence, makes effective use of leisure time because it's available around the clock, and supports lessons taught in the classroom. Teachers and parents alike have reported that using these apps have made learning a fun experience.

CASE STUDY: ABC READING EGGS

The BriefDigital learning has proven to be an effective method for teaching children whose technological introduction has come early in life. Blake Education, Australia’s leading independent educational publisher, is acutely aware of the importance motivation plays in a child’s ability to learn. Using their content as the foundation, Blake challenged 3RD SENSE to deliver a captivating digital experience to help children develop their literacy and numeracy skills.

PROJECT HIGHLIGHTSCLIENT: Blake Education.PLATFORM: website, iOS & android (tablet).INTERESTING FACTS: Multi-award winning. Recommended by teachers in over 3,000 Australian schools.

The SolutionThe ABC Reading Eggs website is a phonic, subscription-based program targeting children aged 3 years and up. The program is a collaboration between ABC Commercial, Blake Education and 3RD SENSE. Our role in the project was to rethink Blake’s content, the product of educational specialists, and make online learning fun. Play is, after all, how young audiences instinctively learn and understand the world.An extension of the lessons taught on the website soon followed in the form of apps for iOS and android tablets, each focusing on a particular area of development (such as letter, word and numerical recognition as well as phonetic awareness). Using best-practice learning techniques as well as game design mechanics, the digital products are all multi-sensory experiences engaging audiences with bright graphics, animations and songs.The ABC Reading Eggs website and the associated apps have become a great source of play for children with the added bonus that they learn - effortlessly - in a safe and supportive environment. In addition to the games, motivation is enhanced through the collection of badges and golden eggs which, to the children’s delight, eventually hatch when goals are achieved.

The OutcomeThe multi-award winning ABC Reading Eggs program has achieved both commercial success as well as critical acclaim. The ABC Reading Eggs website supports the Australian school curriculum and, has been particularly beneficial for special needs educators and their students. Always patient, encouraging and rewarding, the self-paced, personalised programs with their rich auditory and visual content has enthused parents, teachers and children alike.

CASE STUDY: MY PHARMACY RULES

The BriefAs one of the world's largest pharmaceutical companies, Pfizer has a lot of high quality content for consumers and healthcare professionals, but the challenge lies in keeping people up-to-date, and achieving top-of-mind awareness. Pharmacy assistants were identified as pivotal to the sale of over-the-counter products, so Pfizer asked 3RD SENSE to design the game mechanics for the Australian and New Zealand markets. The game was to focus on four Pfizer brands - Dimetapp, Robitussin, Caltrate and Advil. PROJECT HIGHLIGHTS

CLIENT: PfizerPLATFORM: iOS & android (phone & tablet), web-based admin system. INTERESTING FACTS:

The SolutionOur solution was a quiz-based game, driven by points, constrained by time and visually represented as a series of paths users choose to take from start to finish. Users are given 5 lives, but staying alive to complete the course is challenging unless players know the product facts that are also contained in the app. The game makes learning easy, but an extra element was added to encourage frequent participation and friendly competition between pharmacies. Prizes as well as bonus points were offered for categories such as in-store displays, sales and quiz completion.Focusing on one Pfizer brand at a time, to encourage familiarisation, the games were run consecutively within a much larger rewards and incentives framework.

The OutcomeBrimming with photos of in-store displays, packed full of user data and boasting a long list of participating chemists, My Pharmacy Rules has achieved its objectives for Pfizer. Used as a tool within a larger strategy, the app has enhanced Pfizer’s relationship with store owners, educated healthcare professionals and created top-of-mind brand awareness for 4 of its products. It’s also received 2 awards for innovation.Due to its success, 2016 will see the return of My Pharmacy Rules. Season 2 will roll out another set of Pfizer products, promising more fun with a new downloadable app, enhanced features and more ways to win.So next time a customer walks into a pharmacy, what are the chances that they’ll walk out with a product displaying the Pfizer logo?

CASE STUDY: SG FLEET DASH

The Briefsgfleet are Australia's leading Fleet Management business, specialising in novated leases. Like most companies they are always looking for ways to reach potential customers and generate new leads. Novated leasing can sound complicated too, and is too easily dismissed.

They challenged 3RD SENSE to create something that would engage with their customers, explain the benefits of novated leasing and generate leads for them.

PROJECT HIGHLIGHTSCLIENT: SGFleet. PLATFORM: iOS & android (phone & tablet), web-based admin system. INTERESTING FACTS:

The Solution3RD SENSE designed sgfleet Dash, a game-based, cross-platform app. The addictive game at the heart of the app, is designed to encourage repeat play, as well help players understand how novated leasing works.The app includes a rich reward system, allowing players to upgrade their car over time in the game AND win real world extras for their car, if they go ahead and source their next car from sgfleet.The app includes a really easy way of getting in touch with the sgfleet sales team to kick off a conversation about a novated lease.

The Outcomesgfleet now have an app that helps explain what they do in a really fun way. Because it's fun, it's popular too! We all know that, given the chance, everyone loves to play .The game generates curiosity, which drives installs and then potential customers feel good about sgfleet. Because they're having fun, that makes them more likely to get in touch.

READY TO PLAY?

LET’S CATCH UP OVER A COFFEE TO CHAT ABOUT HOW WE CAN WORK TOGETHER TO ACHIEVE YOUR BUSINESS OUTCOMES AND HAVE SOME FUN!

THANK YOU

Colin Cardwell, CEO

[email protected] 8923 1200

3rd sense pokemon go seminar

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