The document discusses using games as a branding and marketing tool. It outlines five ways to position a concept through games: being realistic, remarkable, relevant, righteous, and building relationships. Context is important when developing concepts. Games can be used as a marketing tool through virtual products, influencing price, new distribution places, training staff, and promoting organizations through product placement, in-game ads, branded content, adapted games, and advergames. More information can be found through the speaker's book, blog, business website, and Twitter account.

1. +1
PLAY CONSULT
CONCEPT
+2
ING
donderdag 24 november 2011

2. A Brand New Playground
How can we use games as a branding and marketing tool?
donderdag 24 november 2011

3. donderdag 24 november 2011

4. #GITC
donderdag 24 november 2011

5. Content
1. What’s positioning all about?
2. Why consider context when developing concepts?
3. How can we use games as a marketing tool?
4. Where can I find more information?
This presentation is available at Slideshare and on my blog
donderdag 24 november 2011

6. 1/4: What’s positioning?
1.Be Real (istic) & SMART
2.Be (and remain) Remarkable
3.Remain Relevant
4.Behave Righteously
5.Build Relationships
donderdag 24 november 2011

7. 1/4: What’s positioning?
1.Be Real (istic) & SMART
• Your first game will not be Call of Duty 5
• State your goal, audience and concept
• Envision what you want to achieve within 3 years
• Define what you should do in your first year to achieve your goals
• Plan and Execute accordingly
donderdag 24 november 2011

8. 1/4: What’s positioning?
1.Be Real (istic) & SMART
• Your first game will not be Call of Duty 5
• State your goal, audience and concept
• Envision what you want to achieve within 3 years
• Define what you should do in your first year to achieve your goals
• Plan and Execute accordingly
donderdag 24 november 2011

9. 1/4: What’s positioning?
2.Be (and remain) Remarkable
• Do what you LOVE
• Know your competition and competing concepts
• Do things differently than your competition
• Stand OUT in the crowd, don’t copy others successes
• Excell in ONE thing (visuals, sound, interface, platform, reliable,...)
donderdag 24 november 2011

10. 1/4: What’s positioning?
3.Remain Relevant
• Be in touch with your target audience
• Blog about what you’re doing (check www.gamingandbranding.com)
• Beta-test with your audience
• Iterate, retest with them, adjust, etc. until 100% satisfaction
• After release: STAY IN TOUCH!
donderdag 24 november 2011

11. 1/4: What’s positioning?
4.Behave Righteously
• Never go for the quick buck ($)
• Brands and products become successful because of passion
• Money will come after proven success
donderdag 24 november 2011

12. 1/4: What’s positioning?
5.Build Relationships
• Consumers build your brand, marketing just reenforces it
• Build your network with relevant contacts
• Keep your relationships involved and up to date of what you do
• Use your Blog, Link it to Linkedin using Twitter, visit events, drink
coffee, have beers, swap business cards...
donderdag 24 november 2011

13. 1/4: What’s positioning?
Starting from the objective, the target group and the brand essence
(or challenge) you can start to develop a remarkable, relevant and
distinguished concept
donderdag 24 november 2011

14. 2/4: Why Consider Context?
donderdag 24 november 2011

15. 2/4: Why Consider Context?
donderdag 24 november 2011

16. 2/4: What’s in a game?
Peaks of Frustration create Epic Experiences
donderdag 24 november 2011

17. 3/4: How can We?
Lack of time forces me to show just a few examples
donderdag 24 november 2011

18. 3/4: How can We?
1. Product
2. Price
3. Place
4. Personnel (staff)
5. Promotion
1. Product placement
2. In-game advertising
3. Branded content
4. Visually adapted game
5. Advergame
donderdag 24 november 2011

19. 3/4: How can We?
1/5: Virtual (in-game) Product use
donderdag 24 november 2011

20. 3/4: How can We?
1/5: Virtual (in-game) Product use
donderdag 24 november 2011

21. 3/4: How can We?
1/5: Virtual (in-game) Product use
donderdag 24 november 2011

22. 3/4: How can We?
1/5: Virtual (in-game) Product use
donderdag 24 november 2011

23. 3/4: How can We?
2/5: A game that influences the Price (and builds up a CRM dBase)
Objective: increase store traffic
Target: young minded consumers
Essence: being comfortable during uncomfortable situations
donderdag 24 november 2011

24. 3/4: How can We?
2/5: Define the Brand Essence in a tag cloud
H./$1'!:#$.&' G.2'(377&'
>9+' 4.31/+,'
0$83+'' -.++/&' ?937/%6'
-#+,9.'/+':;..<'' >3&;/#+'
4/5.&%67.'
!"#$%&'' 0+1.$2.3$' =#B5#$%387.'
D3$E.&''
F3+:.' ()*$+'(#$,'' =#7#$597''
@#9+,'
!2.1/&;'
A/+1.1'
F#2+'%#'
=#+&9B.$'
.3$%;'
C883'
donderdag 24 november 2011

25. 2/3: How can We? Price (and builds up a CRM
2/5: A game that influences the Price (and builds up a CRM dBase)
H./$1'!:#$.&' G.2'(377&'
>9+' 4.31/+,'
0$83+'' -.++/&' ?937/%6'
-#+,9.'/+':;..<'' >3&;/#+'
4/5.&%67.'
!"#$%&'' 0+1.$2.3$' =#B5#$%387.'
D3$E.&''
F3+:.' ()*$+'(#$,'' =#7#$597''
@#9+,'
!2.1/&;' A/+1.1'
F#2+'%#' =#+&9B.$'
.3$%;'
C883'
donderdag 24 november 2011

26. 3/4: How can We?
2/5: Play a game like Pong for Discount
donderdag 24 november 2011

27. 3/4: How can We?
2/5: Make it work?
'($(&%)*+&
,$&-).+/,,0&
<++9&85+&
%)*+&,$&
=+/;(8+;& !"#$%& 1)*+&2,3&
(45,$+&
6,7.5+3&
8,&/+&
3+9++*+9&
($:;8,3+&&
donderdag 24 november 2011

28. 3/4: How can We?
donderdag 24 november 2011

29. 3/4: How can We?
donderdag 24 november 2011

30. 3/4: How can We?
donderdag 24 november 2011

31. 3/4: How can We?
donderdag 24 november 2011

32. 3/4: How can We?
3/5: New distribution Places
donderdag 24 november 2011

33. 3/4: How can We?
3/5: New distribution Places
donderdag 24 november 2011

34. 3/4: How can We?
3/5: New distribution Places
donderdag 24 november 2011

35. 3/4: How can We?
4/5: Games to train Staff (Personnel)
Objective: learn new brand values and way to work
Target: all bank employees (retail)
Essence: learn how to profile consumers quicker and build trust
donderdag 24 november 2011

36. 2/3: How can We?
4/5: Games to train Staff (Personnel)
donderdag 24 november 2011

37. 3/4: How can We?
4/5: Games to train Staff (Personnel)
donderdag 24 november 2011

38. 3/4: How can We?
4/5: Games to train Staff (Personnel)
donderdag 24 november 2011

39. 3/4: How can We?
5/5: Games to Promote your organization or brand (Gamevertising)
1. Product placement
donderdag 24 november 2011

40. 3/4: How can We?
5/5: Games to Promote your organization or brand (Gamevertising)
1. Product placement
donderdag 24 november 2011

41. 3/4: How can We?
5/5: Games to Promote your organization or brand (Gamevertising)
1. Product placement
donderdag 24 november 2011

42. 3/4: How can We?
5/5: Games to Promote your organization or brand (Gamevertising)
1. Product placement
donderdag 24 november 2011

43. 3/4: How can We?
5/5: Games to Promote your organization or brand (Gamevertising)
2. In-game advertising
donderdag 24 november 2011

44. 3/4: How can We?
5/5: Games to Promote your organization or brand (Gamevertising)
2. In-game advertising
donderdag 24 november 2011

45. 3/4: How can We?
5/5: Games to Promote your organization or brand (Gamevertising)
3. Branded content
donderdag 24 november 2011

46. 3/4: How can We?
donderdag 24 november 2011

47. 3/4: How can We?
5/5: Games to Promote your organization or brand (Gamevertising)
4. Visually adapted games
donderdag 24 november 2011

48. 3/4: How can We?
5/5: Games to Promote your organization or brand (Gamevertising)
5. Advergame
Just pay attention to advertising... ;-)
donderdag 24 november 2011

49. 4/4: Where = More Info?
Book: www.brandnewplayground.com
Blog: www.gamingandbranding.com
Bizz: www.brandnewgame.nl
Twitter: @BartHufen
Slideshare: BartHufen
donderdag 24 november 2011

50. Game over?
Did you like it?
donderdag 24 november 2011

51. Game over?
Book: www.brandnewplayground.com
Blog: www.gamingandbranding.com
Bizz: www.brandnewgame.nl
Twitter: @BartHufen
donderdag 24 november 2011

52. PLAY CONSULT
CONCEPT ING
donderdag 24 november 2011