playful branding
DESCRIPTION
Simon Egenfeldt-Nielsen's slides from CounterPlay '14.TRANSCRIPT
![Page 1: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/1.jpg)
Playful Branding – How companies can strengthen education, increase the fun factor and attract talent
Counterplay, Aarhus 4th April 2014
Serious Games Interactive
Simon Egenfeldt-NielsenCEO, Stifter og Ph.d.
![Page 2: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/2.jpg)
Background
& Work MA Psychology PhD Games & Learning Between industry & research
Serious Games Interactive- Three series for education +100 client projects
![Page 3: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/3.jpg)
- Research-based company
- Founded in 2006
- Digital universe for learning
- Using games for more than entertainment
- Won several awards for our productions
- 30 Employees
- 9 Nationalities
- + 6 years of Unity 3D experience
We are…
![Page 4: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/4.jpg)
![Page 5: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/5.jpg)
Branding that makes a difference
![Page 6: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/6.jpg)
Rationale behind
Create value for company and end-user at the same time
A medium that through play brings people deep into a world rather than just superficial message
![Page 7: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/7.jpg)
Why QFO was bornTo attract new talent to Maersk Oil and Maersk Drilling that compete for talent with bigger industry players like Statoil and Shell.
Communicate that Maersk is more than container ships
Videos are boring. We need something more interesting.
![Page 8: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/8.jpg)
Quest for Oil
Target group: General public, Students & exp. professionals
Platform: Digital download
Technology: 3D Unity game engine
Game duration: 8-16 minutes
Production time:
12 months
Content: A main strategy game with several mini-games.
Maersk Group
www.questforoil.com
![Page 9: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/9.jpg)
Integrated gameplayClose integration between learning goals, branding message and game goals.
Keep bandwidth at realistic level so too much is not pushed.
Choose right focus to gamifiy rather than forcing the medium
![Page 10: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/10.jpg)
Results• Massive media exposure
• Total reach: +40 Millions
• Played games: +225.000
• Awards: Nominations & wins
![Page 11: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/11.jpg)
Cargy Dynasty’s birthThe transportation sector is growing and need more people with a complex skill set. However, it is perceived as not very attractive under pressure from other countries with low wages.
Communicate that transportation sector is interesting, and more than trouble with truckers from Bulgaria.
Need to use the language of the people they want to reach.
![Page 12: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/12.jpg)
Cargo Dynasty
Target group: Students – 8-12 grade
Platform: Browser-based & Tablets
Technology: 3D Unity game engine
Game duration: 40-70 minutes
Production time:
18 months
Content: A main strategy game w. several mini-games.
TUR Forlag og TSU
www.cargodynasty.dk
![Page 13: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/13.jpg)
Integrated gameplayClose integration between learning goals, branding message and game goals.
Keep bandwidth at realistic level so too much is not pushed.
Choose right focus to gamefiy rather than forcing the medium
![Page 14: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/14.jpg)
Results• Good media exposure
• Reach: 1900+ FB Likes
• Awards: Nominations & wins
![Page 15: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/15.jpg)
A interesting marriage Trade associations and companies can develop intelligent branding that are perfectly aligned with what Schaffer describe as epistemic games
Instead of donating a library that US digital games can scale much more aggressively.
We are seeing this happening some places but still only on a small scale..
![Page 16: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/16.jpg)
The fine lineBetween education and marketing… never really been a problem in real life.
Very conscious not too tilt gameplay towards one company or approach. Integrity needs to be kept.
Never forced the medium to play if it don’t want to.
![Page 17: Playful Branding](https://reader033.vdocuments.mx/reader033/viewer/2022061207/548693b8b4af9fc54c8b4669/html5/thumbnails/17.jpg)
ContactSerious Games Interactivewww.seriousgames.dk www.globalconflicts.euwww.playinghistory.eu
Simon [email protected]