The Influence of Gamification on Digital Marketing
1. Do we need
to gamify marketing?
21/11/2012
gunter.blanckaert@microsoft.com | @Guntbl
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2. Gunter who?
• >11y in the online business @ Microsoft Advertising
• Brand Sales Strategy Lead for the European markets
• Digital enthusiast, 24/7 surrounded by technology
• Proud father of 3 Generation G kids
7. Generation G: your future customers
“The average young person in a country with a strong
gaming culture will have spent 10.000 hours playing
online games by the age of 21”
16. Video Game Console Usage
Males 15-34 yrs average 12 Console usage is similar
hours per week gaming & To TV usage
increasing
12.000 900
Avg. hours gaming
800
Video Game Average Audience (000)
10.000
Average Audience (000)
700
per Week
8.000 600
500
6.000
400
4.000 300
TV Usage 200
2.000
Game Console Usage 100
0 0
17. What type of games does a
player/gamer play?
Most people think of this…
19. Launch of Halo 4
“Halo 4” Collects $220 Million In Global Sales In The First 24 Hours Over
Record Sales (…) The “Halo” saga eclipses the biggest movie launch in U.S.
box office history; on track to reach over $300 million in global sales in the
first week.”
21. Launch of Call of Duty – Black Ops 2
1 month after the release, “Call Of Duty – Black Ops” had been played for
more than 600 million hours
= the equivalent of 68,000 years
23. Impact of video games2
X
1. Too much screen time makes your eyes sight worse
2. Games lead to attention problems & greater distractibility
3. Makes you less good in multitasking
4. Has the same effect as drinking wine
25. Games everywhere, for everyone
Worldwide 30,000,000 mobile apps are
downloaded each day
Games are the #1 downloaded
category of apps, making up 26% of all
mobile app downloads
Sources: www.livingthebrand.com, www.interbrand.com, www.brandchannel.com
26. Games everywhere, for everyone
"Angry Birds Star
Wars(…) Just 2,5
hours after its
November 8
release, "Angry
Birds Star Wars"
rose to the No. 1
paid iPhone
app“
32. Advergaming
“is the practice of using video games to advertise a
product, organization or viewpoint “
“it is not In-game advertising, it is not Gamification”
37. Time to play
• Go to:
http://pleasurehunt2.mymagnum.com/?lc=en_be
Play the Magnum game & note down the different
gaming elements
38. Time to play
• Who has a smartphone?
• Who has brought his tablet?
• Who has his laptop?
Take it out of your bag, startup your favourite
game and tell your neighbour why you like it so much
40. 1. What is Gamification?
“Is the use of game mechanics and game design
techniques in non-game contexts.”
“The process of game-thinking and game mechanics
to engage users and solve problems”
41. What Gamification is not
“Particularly in the early days, as the term was gaining
traction, it was a common misconception that simply
making a branded game was ‘gamification’. This is NOT
what gamification is about. There are some similarities
that could be drawn but the main difference is that
branded games are about exposure and CTR where as
adding gamification to a product is more about increasing
engagement and loyalty.”
42. Gamification is hot
“An estimated 70 percent of the top 2,000 public
companies in the world will have at least one gamified
application by 2014 (…) the worldwide market will grow
from $242 million in 2012 to $2.8 billion in 2016, with
enterprise gamification eclipsing consumer
gamification in 2013”
43. 2. Gamification Basics
• Just want to have fun
• Loyalty evolved
• Status - Rewards
