wtia marketing series: what can you learn from a gaming company
DESCRIPTION
I presented this deck at a WTIA marketing event. With the rise of “gamification”, or the use of game mechanics in non-game contexts, I spoke about what non-gaming companies can learn from the marketing tactics of a gaming company.TRANSCRIPT
Casual GamesSerious Business
Natalie Pyron | GameHouse
What You Can Learn from a Game Company
a division of RealNetworks, Inc.
GameHouse
Developing and distributing games
that people love to play & share
a division of RealNetworks, Inc.
GameHouse
Casual Games Pioneerestablished in 1998
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Game Studiolicensed & owned IP
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Multi-Channel Distributor:Multi-Channel Distributor:GameHouse.com / Zylom.com / Atrativa.com
Facebook / Tablets / Smartphones
a division of RealNetworks, Inc.
a division of RealNetworks, Inc.
New networks
Fast growing platforms
Rapidly expanding selection of games
Lifestyle evolution
What Changed?
a division of RealNetworks, Inc.
Mainstream Audiences
a division of RealNetworks, Inc.
Why Popular?
Fulfills innate needs & desires
Power
Creation
Personal Development
Recognition
Status
Competition
AffiliationAffiliation
Control
Achievement
Altruism
a division of RealNetworks, Inc.
Low barrier to entry
Easy to learn, hard to master
Immediate gratification
Constant feedback loop
Consumption in short increments
Key Principles
a division of RealNetworks, Inc.
Low Barrier to Entry
YesNo
Source: GameHouse.com Facebook Account Survey, February 2011
a division of RealNetworks, Inc.
Easy to Learn,Hard to Master
a division of RealNetworks, Inc.
Immediate Gratification
a division of RealNetworks, Inc.
Constant Feedback
a division of RealNetworks, Inc.
Short Increments
Target: 2-3 minutes
a division of RealNetworks, Inc.
Game MechanicsBadgesPoints & Levels
Leaderboards Challenges
a division of RealNetworks, Inc.
Rewards
a division of RealNetworks, Inc.
But WAIT!Don’t just add these mechanics and expect results.
There is a process...
a division of RealNetworks, Inc.
Process
Define Goals
UnderstandAudience
Design & Build
Measure &Iterate
a division of RealNetworks, Inc.
Define Goals
What are your business objectives?
Is gamification the right marketing tool?
How will it benefit the user?
Will the user enjoy it?
a division of RealNetworks, Inc.
Understand Your Audience
a division of RealNetworks, Inc.
Skill
Time
Newbie
Regular
Enthusiast
Develop around the “player” lifecycle
Design & Build
a division of RealNetworks, Inc.
Source: Amy Jo Kim, Gamification Workshop 2010
Dynamics Mechanics
Asthetics
PlayerJourney
Use game techniques to guide & motivate the player’s journey
Design & Build
a division of RealNetworks, Inc.
Measure & Iterate
a division of RealNetworks, Inc.
“Gamification”
Game industry despises
But, it’s not new.
a division of RealNetworks, Inc.
Examples
a division of RealNetworks, Inc.
Examples
a division of RealNetworks, Inc.
Examples
a division of RealNetworks, Inc.
Examples
a division of RealNetworks, Inc.
Examples
a division of RealNetworks, Inc.
Examples
a division of RealNetworks, Inc.
Examples
a division of RealNetworks, Inc.
Use “gamfication” when it makes sense
Understand your audience
Design for engagement
Build a system that’s easy to learn, hard to master
Learn from data & iterate quickly
Conclusion
a division of RealNetworks, Inc.