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Gamification for Brands            Marigo Raftopoulos
Optimising Meaningful Engagement
                 2 November 2011
Social Media Club Melbourne:
Notes for panel discussion on Social Games and
Gamification for Brands

+ Media opportunities in social gaming on Zynga & Pop Cap
+ The process & thinking around game creation & gamification
+ How to integrate gaming into marketing strategies
Why use social games
and gamification for
your brand?

* Engage with your target audience
* Build brand awareness & positioning
* Stimulate interaction & community
* Encourage action (sales)
* Build brand loyalty
* Change behaviours
* Innovate
Three key game strategies to consider




Game development:            Game mechanics:           Game dynamics:
Build a game as an imbed     Add extrinsic             Build integrated and
on your website or as a      gamification motivators   immersive experiences
mobile app. Entertainment,   engage your customers.    for your customers.
information, awareness       Reward & recogition       Creating pervasive
Example 1: Branded gaming as a marketing strategy
Objective: Raise awareness of insurance issues as a prompt to increase sales
Example 2: Gamification (extrinsic + intrinsic strategies)
Objective: Strengthen brand loyalty by creating connection, community, reward & recognition between runners
Example 3: Pervasive game design + gamification
Objective: Thrill and reward loyal fans through a collaborative, pervasive scavenger hunt across NY
Key inputs that shape
your game strategy

* Clear business objectives
* How your customers behave
* What motivates them
* How do they like to be engaged
* Your budget
But a game strategy
can’t fix this legacy

Games and gamification are
offering a fresh solution to brands

82% consumers distrust brands
95% consumers distrust marketing

Your game and gamification
strategy will be viewed with
suspicion unless it’s done properly
- be authentic
How to integrate a game strategy




Select the right medium     Be genuine                       Be social
Where and how do your       Your customer relationship       Your customers trust their
customer like to play?      with your brand is a form of     friends and family over your
Desktop, Social Networks,   self expression. Therefore you   marketing. Your game strategy
Mobile, Web?                need to create a meaningful      needs to create conversations
                            story as a backbone to your      and make sharing easy.
How to integrate a game strategy




Create experiences               Know your customers             Be playful yourself!

Balance extrinsic (rewards,      Profile your customers to       It’s essential that your
achievements, recognition)       design gameful experiences      organisation is playful. Happy,
with intrinsic (meaningful &     that are meaningful and         engaged and connected staff
engaging interactions). Ensure   relevant to them. Ensure your   will facilitate the same for your
customers control their          brand message is consistent.    customers.
Considerations
• 10% design, 90% iteration

• Continuous development &
  community management (this
  isn’t a one-off strategy)

• Your business isn’t a ‘social
  game’ it is a ‘massive multiplayer
  game’ - design accordingly

• Connect to meaning by inviting
  the customer to bring their goals
  to your platform (or game)

• A game strategy may not be right
  for your customers or your
  business
Thank you!

              Marigo Raftopoulos
        Marigo@strategicgameslab.com
      Mobile/Cell: +61 (0)412 183735
         Skype: marigo.raftopoulos
              Twitter:@Marigo
Blog: http://talesfromthecasbah.blogspot.com
     Web: www.strategicgameslab.com

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Gamification for brands

  • 1. Gamification for Brands Marigo Raftopoulos Optimising Meaningful Engagement 2 November 2011
  • 2. Social Media Club Melbourne: Notes for panel discussion on Social Games and Gamification for Brands + Media opportunities in social gaming on Zynga & Pop Cap + The process & thinking around game creation & gamification + How to integrate gaming into marketing strategies
  • 3. Why use social games and gamification for your brand? * Engage with your target audience * Build brand awareness & positioning * Stimulate interaction & community * Encourage action (sales) * Build brand loyalty * Change behaviours * Innovate
  • 4. Three key game strategies to consider Game development: Game mechanics: Game dynamics: Build a game as an imbed Add extrinsic Build integrated and on your website or as a gamification motivators immersive experiences mobile app. Entertainment, engage your customers. for your customers. information, awareness Reward & recogition Creating pervasive
  • 5. Example 1: Branded gaming as a marketing strategy Objective: Raise awareness of insurance issues as a prompt to increase sales
  • 6. Example 2: Gamification (extrinsic + intrinsic strategies) Objective: Strengthen brand loyalty by creating connection, community, reward & recognition between runners
  • 7. Example 3: Pervasive game design + gamification Objective: Thrill and reward loyal fans through a collaborative, pervasive scavenger hunt across NY
  • 8. Key inputs that shape your game strategy * Clear business objectives * How your customers behave * What motivates them * How do they like to be engaged * Your budget
  • 9. But a game strategy can’t fix this legacy Games and gamification are offering a fresh solution to brands 82% consumers distrust brands 95% consumers distrust marketing Your game and gamification strategy will be viewed with suspicion unless it’s done properly - be authentic
  • 10. How to integrate a game strategy Select the right medium Be genuine Be social Where and how do your Your customer relationship Your customers trust their customer like to play? with your brand is a form of friends and family over your Desktop, Social Networks, self expression. Therefore you marketing. Your game strategy Mobile, Web? need to create a meaningful needs to create conversations story as a backbone to your and make sharing easy.
  • 11. How to integrate a game strategy Create experiences Know your customers Be playful yourself! Balance extrinsic (rewards, Profile your customers to It’s essential that your achievements, recognition) design gameful experiences organisation is playful. Happy, with intrinsic (meaningful & that are meaningful and engaged and connected staff engaging interactions). Ensure relevant to them. Ensure your will facilitate the same for your customers control their brand message is consistent. customers.
  • 12. Considerations • 10% design, 90% iteration • Continuous development & community management (this isn’t a one-off strategy) • Your business isn’t a ‘social game’ it is a ‘massive multiplayer game’ - design accordingly • Connect to meaning by inviting the customer to bring their goals to your platform (or game) • A game strategy may not be right for your customers or your business
  • 13. Thank you! Marigo Raftopoulos Marigo@strategicgameslab.com Mobile/Cell: +61 (0)412 183735 Skype: marigo.raftopoulos Twitter:@Marigo Blog: http://talesfromthecasbah.blogspot.com Web: www.strategicgameslab.com

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