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GamifyWHAT GAMES MEAN TO YOUR CONSUMERSAND YOUR MARKETING STRATEGY

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What was big the last few years?

In the past few years, did you develop a marketing strategy involving any of these emerging trends?

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40% of total usage time on Facebook is playing games

#1Games are the most popular apps on Android, 93% are even willing to pay for games

14.7hrs/mo.

iPhone users spend 14.7 hours/mo. playing games

84% of tablet users are playing games… that’s #1 activity by A LOT

It’s no surprise…

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A set of Egyptian diceCubic dice have been found dating back to 5000 B.C.

Nefertari playing SenetPainting in tomb of Egyptian Queen Nefertari (1295-1255 B.C.).

…games are part of human nature

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HOW MUCH IS A BILLION?• If gamers were a nation, they would be the 3rd largest nation

in the world• That’s more people than watched the last world cup• That’s more than vehicles on the whole planet!

If games aren’t part of your marketing mix, you are missing an opportunity to connect with 1 billion people worldwide.

Over 1 billion casual gamers worldwide

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• The importance of games as part of a consumer marketing strategy

• Introduction and assessment of the current game-based marketing applications

TODAY’S GOAL: HELP YOU BUILD A MARKETING PLAN LEVERAGING GAMES.

Agenda

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Exent is a global leader in digital distribution with over 15 years of experience bringing games and players together. Exent is the #1 Games on Demand provider in the world.

GameTanium offers premium subscription all-you can eat access to the best games on PC, Mobile, Tablets, and TV. GameTanium gives gamers the Freedom to Play.

THREE MAIN PRODUCT LINES

With over 400 full-version premium games, FreeRide Games™ is the ultimate FREE destination for millions of casual gamers.

GAMETANIUM ON DEMAND FREERIDE GAMESThe GameTreat™ web app allows website owners to offer casual games to site visitors for FREE! Simple to customize and embed, GameTreat gets websites "in the game" in minutes.

GAMETREAT

About exent

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OVER 150 PUBLISHERS

25 SERVICES 18 COUNTRIES

About exent

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Advertise aroundgames

Advertise in game Advergames Full game offering Gamification

Games can be integrated into your marketing mix in many ways; ultimately you will decide which is best suited to your campaign’s goals.

Gamify your marketng

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around-game ads

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WHERE TO LOOKSITES

NETWORKS

Advertise around games

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AVAILABLE OPTIONS

Video Pre/Mid/Post roll Banners around Skin

Advertise around games

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GameSkinTM

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What to expect

• Pre/Mid/Post roll video units• IAB standard units• limited custom sponsorship

opportunities

Main benefits

• Improved click-through rates• Reach

The breakdown: ads around games

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in-game ads

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In-game ads

WHO’S DOING IT?

CLASSIC

SOCIAL

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In-game billboardGamers like relevant ads.

Texture changeGrand Theft Auto with vending machines

Emotional response The perfect stage can be set creating a unique opportunity for users to interact with your brand.

In-game ads: what are the options?

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SPONSORING VIRTUAL ITEMS IN SOCIAL AND MOBILE GAMES

STATUS SYMBOL ITEMS

UTILITY/CONSUMABLE ITEMS

Virtual items function as peer-to-peer interaction tools.

When done correctly, sponsored items create powerful associations like Nike shoes help me run faster.

Advertise in-games

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+ 50% of Facebook logins are to play games

20% have paid cash for in-game benefits

56 million users play games on FB daily

19% say they are addicted to FB games

53% have earned and/or spent VC in a social game

28% have purchased VC with real-world money

Case study:MORE ENGAGING THAN YOUTUBE

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IN-GAME VIDEO AND BRAND ENGAGEMENTSFacebook credits as an incentive to view video. User is Prompted to Earn Virtual Currency (e.g. Facebook Credits) by Watching a Video – Through an In-Game Icon, Banner or Message

* User must accept by clicking on the icon / message in order to initiate the video

Message Message Icon

Case study:

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30%

24%

15%

23%

Case study:CASE STUDIES:

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• Over 80 studies showing lift and brand awareness and attitude towards the brand

• High correlation between in-game ads and consumer action (Comscore Ad Effx Nov 2009)

• 280 percent increase in visits to a TV channel’s Web site;

• 125 percent increase in search queries for a movie rental brand and 57 percent spike in visits to its Web site; and

• 17 percent increase in visits to entertainment sites after seeing ads for a particular movie.

• Users become unpaid brand ambassadors, conducting your message to their social graph.

What to expect Main benefits

The breakdown: in-game ads

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Advergaming

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Project: Chris Moyle’s Parody AlbumPerformance: 2 million hits in 6 monthsGame Developer: Koko DigitalMain URL: http://www.chrismoylesgame.com

Chris Moyle’s “The Parody Album”Parody Island is an Advergame developed by Koko Digital which allows you to play a game while listening to select tracks from the upcoming album.

Level selectionEach level showcases a different song from the upcoming album. You can listen to tracks and buy the album from within the game. Scores are published on leaderboards.

Goal-driven pathsCompleting level objectives unlocks new tracksand harder levels.

Case study: Koko Digital

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Full game offering

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Full game offering

WHO’S DOING IT?

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Monetize the audience not the content

• Games are a part of human nature• When they leave your site, they

go to play elsewhere

Full game offering

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Engage your site visitors by embedding contextually relevant games that reinforce your brand’s core message

The games that best fit your brand.

The games into your site within minutes.

audiences and see your brand awareness grow!

Choose

Embed

Engage

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• 100% free• Customized to Flare look & Feel• Contextual placement on the site

channels• Increases dwell time• Viral traffic to site (score sharing)

GameTreat on flare.com

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OFFER USERS ON YOUR BRAND SITE A FULL GAME OFFERING

What to expect• Make your site feel more like a

destination• Social perks• Repeat visits, increased dwell time

and • Increased engagement and

perceived value to consumers• Interactive, 2-way link between

consumers and brands

Main benefits

• Aggregation instead of creation• Hit-driven business• Faster time to market; lower risk• Low investment• Dramatically improve dwell time• Being “vertical” when offering relevant content

• Food games, fashion games

The breakdown: full game offering

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Gamification

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?people around the world are accruing points, leveling up, and earning rewards.

120 Million(And they’ll go out of their way to stick with the vendor where they have the most points and status.)

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The world’s biggest coffee chainis rewarding users with virtual points and virtual badges for visiting their retail stores.

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?People were earning virtual points, leveling up, decorating virtual spaces, and earning achievements every month. On virtual farms.

85 Million(That’s the entire population of New York City. Times 10.)

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Frequent Flyer

FoursquareFarmville?Gamification

What’s their secret?

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ga mi fi ca tion ∙ ∙ ∙ ∙ [gay-muh-fi-kay-shuhn]

integrating game dynamics into your site, service, community, content or campaign, in order to drive participation.

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Gamification platfroms

Who’s doing it?

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Watching a video Subscribing Listening Reading

Taking a quiz Searching Sharing Rating

Writing a comment Visiting affiliated sites Participating in discussions Posting to forums

Viewing a photo Taking a poll Visiting site more often Other Actions

Any kind of participation

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Builds lasting relationships &Impacts fundamental business objectives

Participation

Customers Students Employees Fans

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40

Gamification drivesparticipation.

Participation drivesbusiness value.

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FARMVILLEGAME DYNAMICS EXAMPLE

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Virtual Points

LevelUp

Virtual Farm

Avatar

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Challenges

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Reward Status AchievementSelf

Expression Competition Altruism

Points

Levels

Challenges

Virtual Goods

Leaderboards

Gifting &Charity

Gamification satisfies human desires

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Who’s using gamification?

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55% Increase in Participation on a social network.

Increase in Time on Site on a community site.20%

400% Increase in Page Views on a portal site.

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Before After0

0.5

1

1.5

2

2.5

3

Heavy Users (%)

5xIncrease in the number of heavy users on a portal site

Before After220

230

240

250

260

270

280

290

300

Community Members(thousands)

19%Increase in the members of a brand community site in 6 weeks.

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WAY TO RIOEMPOWER + CHIQUITA

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50

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20,000 badges awarded in a

week

> 800,000 unique page views in 3

months.

Grew mailing list dramatically

http://www.1to1media.com/view.aspx?DocID=32943&PreviewMode=full&alias=bestpractice

"I looked at year-over-year [results] and they were huge compared to what Chiquita saw in the past"

"[Gamification] creates a place people want to come back to time and time again."

Results

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What to expect

• Increased brand awareness, loyalty• Intrinsic human interest & dangling

carrots• Goal-oriented, guided paths• Highly addictive; leverages flow

states• Bring fun to consumerism.

Main benefits

• Deep reward systems• Highly engaging• Most valuable associations can be made via gamification• Important “win” utility/brand association within users

• Ford SmartGauge Eco-Driving• Me + brand = rewards

• Physical redemption• Psychological achievement• Social acknowledgement

• Extremely valuable retention tool, e.g., “must fly delta for SkyMiles,” and “only 5 cartons away from a Tropicana-sponsored tropical vacation!”

• Whollistic marketing applications, not just digital!

The breakdown: gamification

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Offering advertisers and publishers a coupled gamification platform with game offering

The next step

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Thank you.Kobi Edelstein, VP/GM, exent Media