This presentation corresponds to the lecture given by Alvaro Gonzalez on the 07/31/2012 within the event “HOY JUEGA” organized by “Circulo Uruguayo de la Publicidad” and “Proanima”. Montevideo - Uruguay.

1. ADVERGAMING
A WORLD OF
POSSIBILITIES
Álvaro González
Game Designer – Senior Producer
KEF SENSEI – UNIVERSIDAD ORT URUGUAY
This presentation corresponds to the lecture given by Alvaro Gonzalez on the 07/31/2012 within the event “HOY JUEGA” organized by “Circulo
Uruguayo de la Publicidad” and “Proanima”. Montevideo - Uruguay.

8. TRIPLE A GAMES
10-40K USD 5 or more years…

9. CASUAL GAMES / EDUCATIONAL GAMES / SERIOUS GAMES
10 – 100K USD 8 months to 1 year

10. 7.03 Billons
70%-80% of Mobile
Downloads are Video Games

11. 68% of Tablet´s owners
play 1h a day.

15. ½ of internet population play
Social Video Games
510 millons
1/4 of internet population play
Social Video Games DAILY
9.5hs per week

16. ADVERGAMING
+ VIRALITY

17. A NEW ERA…
Why keep doing just traditional advertising?

18. GAME
LANGUAGE
COMMUNICATES
MESSAGE
ENTERTAIN AWARENESS PERSUADE

19. “Tell me and I'll forget, Show me and I perhaps
remember, Involve me and I will understand”
Confucio

20. MAGIC CIRCLE
problems
fear
uncertain
doubt
responsibilities
commitment
Fantasia
immersion
narrative
escapism
challenge
experience
meaning

21. Strengthen the brand´s image.
High rate of recall by the user.
ADVERGAME Lacking of communication noise.
Have the ability to transmit and to let
experience the product attributes of brand.
Direct dialogue with the user.

22. 80´
Johnson & Johnson
TOOTH PROTECTORS - Atari

23. Coke – Coca-Cola
PEPSI INVADERS - Atari

24. 7-Up Spot Game
90´

25. Pizza Hut
TORTUGAS NINJA II

26. Mc Donald´s
GLOBAL GLADIATORS

27. Domino´s Pizza
YO! NOID

28. Burger King
KING GAMES 00´

29. Doritos
DASH OF DESTRUCTION

30. Panasonic
TEMPLE OF ZOOM

31. COST EFFECTIVENESS
MORE
Banners Press TV. Advergame
1 seg. 5 seg. 30 seg. Hours…
Months…
Years…

32. Traditional
INVESTMENT
Advertising
ATTENTION
INTEREST
DESIRE
ACTION

33. Advergaming INVESTMENT
Advertising
ATTENTION
VIRALITY
INTEREST
produce
COMMITMENT
feed
DESIRE
feed
ACTION

34. Viral
ADVER
GAME
Lunching
Platform

35. Data - Information
Segmentation
Direct Dialog
Data Base creation and modification

36. 15 millons of users

38. 57 millons of users
Duration: 24 hs
Reward: Virtual Object – Balloon with the “M” -

39. ESPN College Town

40. BUY at SUBWAY
GET PROMO CODE
PLAY ESPN College Town
ENTER the PROMO CODE
Virtual Object
(Subway´s Restaurant)

41. City Ville 57 millons of users
Make a Survey:
4 City Cash
Reservation at Accor
Hotel:
104 City Cash
Grassroot´s donation:
104 City Cash
Buy Photography
Software:
176 City Cash
Earn Virtual Money by Doing Real World Actions

42. Gift Cards to be used on the Social Game
Exclusive Stores
where you can get
Gift Card.

45. thanks
alvarogonzalez.mail@gmail.com
Alvaro Gonzalez
alvarogonzalez.skype
Game Designer – Game Producer
@WASDCtrlSPACE
“I've worked with Alvaro on several game projects over several years
and have always been very impressed with his creative thinking and
W www.alvarogonzalez.us inventive designs. Alvaro always brings a unique and fresh design
aesthetic that is more innovative and far more imaginative than other
www.linkedin.com/in/alvarogon designers.”
Aaron Norstad
Senior Producer at Playdom
Meet Latin American Game Developers
www.mlagd.com
meetlatinamericangamedev@gmail.com
@LatAmeGameDev