marcom10 laat met je merk spelen! (short)
Post on 08-May-2015
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Bart Hufen MBM Brand Player
A Brand New Playground Laat met je merk spelen!
Loves to play
Born in 1974 Utrecht – The Netherlands
FanaHc gamer (1982 – present) & music composer
Bachelor Industrial CommunicaHons & InformaHon Management (1994-‐1999)
Product Manager at Atari Benelux (< 3 yrs) Channel MarkeHng Manager, online & CRM at Diesel Benelux (< 5 yrs) Account Manager & Brand consultant at Crossmarks (2 yrs)
Master of Brand Management (2008-‐2010) Author of ‘Laat met je merk spelen!’ (A Brand new Playground)
Brand Player at BrandNewGame
www.BrandNewGame.nl www.GamingAndBranding.com
A Brand New Playground Laat met je merk spelen!
Who is a gamer?
A Brand New Playground Laat met je merk spelen!
A Brand New Playground Menu
Level 1. It’s all in the game Level 2. We all play games Level 3. What games do for Brands Level 4. Games within Brand Management – OUT OF TIME!!!
A Brand New Playground 1/5 – It’s all in the game
1. What’s a game? 2. Which plaaorms are there? 3. Which genres are there? 4. Some staHsHcs… 5. Why are games so much fun? 6. Trends & expectaHons
1/5 -‐ It’s all in the game 1. What’s a game?
Game
“A non-‐produc@ve digital interac@ve soBware program with clear goals, rules, a central theme and dynamic content played on a certain plaEorm.”
1/5 -‐ It’s all in the game 1. What’s a game?
Circle of play
1/5 -‐ It’s all in the game 1. What’s a game?
Goal
Rules
Variables
Theme
Reward!
1/5 -‐ It’s all in the game 1. What’s a game?
Six levels of involvement (onderdompeling)
1. AffecHve involvement 2. SpaHal involvement 3. NarraHve involvement 4. TacHcal involvement 5. PerformaHve involvement 6. Shared involvement
1/5 -‐ It’s all in the game 1. What’s a game?
Six levels of involvement
1972 1979 1986 2000 2007 …
1/5 -‐ It’s all in the game 2. PlaEorms
BrandNewGame Wat is dat?
1/5 -‐ It’s all in the game 2. PlaEorms
1972 1979 1986 2000 2007 …
1/5 -‐ It’s all in the game 3. Genres
Genres:
AcHon Adventure Parlor Plaaorm Puzzle & Quiz Role-‐playing SimulaHon Special interest Sports Strategy
1/5 -‐ It’s all in the game 3. Genres
Some genres are more popular and more suitable on
PC Client based (strategy & simulaHon) PC Server based (shooters & RPG) PC Browser based (anything goes) Console (sports & acHon) Handheld (puzzle & plaaorm)
Depending strongly on the context they’re being played
1/5 -‐ It’s all in the game 4. Sta@s@cs
> 150 new games per month
> 60 billion revenues on (which is more than global CD & DVD sales)
> 100 million unique visitors to the game portals of Spilgames
> iPhone Appstore top 10 -‐> 8 games ( > 20.000 games)
> 80 Million people play FarmVille > Twiper accounts
* > means ‘more than’
1/5 -‐ It’s all in the game 5. Why games are fun!
Depending on our needs games provide:
Fun Social environment Challenge (mentally, physically or towards other players) Sense of control Flight from reality
“Make us do things we can’t do in normal live…”
What makes a game so much fun?*
* from Rules of Play by Salen & Zimmerman 2004 MIT
1/5 -‐ It’s all in the game 5. Why games are fun!
FrustraHon
Boredom
What makes a game so much fun?*
* from Rules of Play by Salen & Zimmerman 2004 MIT
1/5 -‐ It’s all in the game 5. Why games are fun!
1/5 -‐ It’s all in the game 6. Trends & Expecta@ons
1. Games as a way of spending Hme socially embedded in life 2. New ways to control games (Wii & Project Natal) 3. Cross-‐plaaorm gameplay 4. Virtual economies 5. Games as a markeHng tool
A Brand New Playground 2/5 – We all play games
1. Who plays games? 2. Where do we play games?
2/5 We all play games 1. Who plays games?
2/5 We all play games 1. Who plays games?
FanaHcs 10%
Hobbyists 30%
Casual gamers 60%
2/5 We all play games 2. Where do we play games?
At Home
At specific places
While travelling
This is so important, because it determines the context the consumers are in (@me, place & mindset) when you target them
A Brand New Playground 3/5 What games can do for Brands
Finally!
Some examples…
A Brand New Playground 3/5 What games can do for Brands
Product
Price
People
Place
PromoHon
3/5 What games can do for Brands 1. Product
3/5 What games can do for Brands 1. Product
3/5 What games can do for Brands 1. Product
Renault Megane & Need For Speed Undercover
Great prelaunch PR PotenHal: PretesHng of spoilers, wheels, paint, accessories etc.
3/5 What games can do for Brands 2. Price
3/5 What games can do for Brands 3. Personnel
Personnel [Recruitment]
3/5 What games can do for Brands 3. Personnel
Case 2 – People & recruitment
America’s Army
3/5 What games can do for Brands 3. Personnel
Part 2 – People [Recruitment]
America’s Army
3/5 What games can do for Brands 3. Personnel
Part 2 – People [Recruitment]
America’s Army
3/5 What games can do for Brands 3. Personnel
3/5 What games can do for Brands 4. Place
Virtual shopping (ingame economy)
3/5 What games can do for Brands 4. Place
Case 3 – Place (virtual shopping)
In-‐game economy
3/5 What games can do for Brands 4. Place
Case 3 – Place (virtual shopping)
In-‐game economy
3/5 What games can do for Brands 4. Place
Case 3 – Place (virtual shopping)
In-‐game economy
3/5 What games can do for Brands 4. Place
Part 3 – Place [Gameconomy]
Virtual shopping
PlayStaHon 3 sold over 20 million PS3’s (unHl 2009), of which about 50% of users are online.
If only 1 percent buys 2 items in a year, it will generate 200.000 euro revenues of virtual goods!
3/5 What games can do for Brands 4. Place
3/5 What games can do for Brands 5. PromoHon
PromoRon [GameverRsing]
1. Product placement 2. In-‐game adver@sing 3. Branded content
(installa@on, pre-‐rolls, interface, characters, ingame events, levels, mods)
4. Visually adapted games 5. Advergame (100% branded)
3/5 What games can do for Brands 5. PromoHon
1. Product placement
1. Product placement
3/5 What games can do for Brands 5. PromoHon
3/5 What games can do for Brands 5. PromoHon
Part 5 – PromoRon
3/5 What games can do for Brands 5. PromoHon
Part 5 – PromoRon
Results
“55DSL did not measure the results, it is clear that the associaHon with new media like gaming confirms the coolness and young mentality of the brand.”
KrisHan KrisHansen – Global MarkeHng Manager 55DSL
3/5 What games can do for Brands 5. PromoHon
2. In-‐game adver@sing
3/5 What games can do for Brands 5. PromoHon
3. Branded content
3/5 What games can do for Brands 5. PromoHon
4. Visually adapted games
50.000 downloads end of 2009
3/5 What games can do for Brands 5. PromoHon
5. Advergame (100% branded)
3/5 What games can do for Brands 5. PromoHon
5. Advergame (100% branded)
5. Advergame (100% branded)
3/5 What games can do for Brands 5. PromoHon
A Brand New Playground Games within Brand Management
Why use games as a markeHng tool?
1. Playing is natural behavior 2. It’s FUN and social! 3. 100% apenHon + immersion! 4. It’s effecHve and the fastest growing industry in the past 5 years 5. Why would the US Army invest millions if it wasn’t effecHve?
A Brand New Playground Games within Brand Management
OUT OF TIME!
A Brand New Playground Laat met je merk spelen!
Any quesRons?
Please speak freely now or contact:
Bart Hufen +31648 18 6632 barthufen@brandnewgame.nl
or visit my blog www.gamingandbranding.com
Contents of my book: www.laatmetjemerkspelen.nl
A Brand New Playground Laat met je merk spelen!
Thank you! – One video to conclude?
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