How to use Gaming mechanisms to increase your business. Our vision and our services

1. Game as business leverage
Advergames and gamification

2. A customer is an human being
 He learns to play when he is a baby
 He socializes playing when he is a kid
 He plays for competition when he is a teenager
 He plays for fun when he is an adult
 He makes other playing when he is an elderly
Which is the element that a human being carries on all the life long?
PLAYING

3. What is a purchase?
There are two kind of purchases: needed and desired.
If it is only needed it is a rational purchase, if it is desired it becomes needed.
Buying is an emotional behavior
Playing is only emotional!

4. Why we buy?
The 7 reasons paradigm!
 We’re swayed by MARKETING:
 We copy OTHER PEOPLE
 We’re IMPULSIVE
 We’re tempted by certain
PRODUCTS
 We succumb to our MOODS
 We’re affected by STATES OF
MIND
 We don’t like CHANGE
The most successful ads on the internet—the ones
that go viral—are those that trigger the right
emotions, such as surprise or amusement
Advertising research reveals that emotional
response to an ad has far greater influence on a
consumer’s reported intent to buy a product
than does the ad’s content – by a factor of 3-to-
1 for television commercials and 2-to-1 for print
ads.
Studies show that positive emotions toward a
brand have far greater influence on consumer
loyalty than trust and other judgments which
are based on a brand’s attributes.
Another important foundation for a brand’s
emotions can be found in its “narrative” – the
story that communicates “who” it is, what it
means to the consumer, and why the consumer
should care. This narrative is the basis for brand
advertising and promotion.

5. Sales
The path to the success
Engage potential
customers
Make them buying
Retain acquired
customers
Advergames
Gamification
GamificationAdvergames

6. Advergames & Gamification
 Advergame: a mobile or
Internet-based computer
game that advertises a
brand-name product by
featuring it as part of the
game.
 Gamification: the
application of typical
elements of game playing
(e.g., point scoring,
competition with others,
rules of play) to other areas
of activity, typically as an
online marketing
technique to encourage
engagement with a
product or service

7. Engage: Tradition vs Advergame
Advergaming
 It is not invasive
 It gains attention
over time
 It can
communicate
more concepts
 It can give a more
complex message
 It is focused
 It uses only
innovative carriers
(Web, mobile)
Traditional advertising
 It is invasive
 It is dispersive
 It gains few
seconds of
attention
 It communicates
only few concepts
 It is a massive
effect
 It uses traditional
carriers (TV,
magazine) and
innovative (Web,
mobile)

8. Buying: Tradition vs Advergamification
Advergamification
 It focuses on
emotion
 It is more an
emotional process
 It is improved
subliminally
 It provides the
entire experience
to have the
product before
buying it
Traditional
 It focuses on
features
 It is more a rational
process
 It is improved with
discounts,
promotions, special
offers
 It cannot provide
the experience to
have the product
before buying it

9. Retain: Tradition vs Gamification
Gamification
 It focuses on
scoring system
 It communicates
through the desire
to win/participate
 It gives goals
 It is social and
competitive
Traditional
 It focuses on reward
card system
 It is executed with
invasive
communication
 It doesn’t give a
series of goals
 It is personal and
not social

10. Advergames & Gamification examples
Gamification
 Introducing badges,
achievements to
give goals to
customer
 Introducing rankings
and challenges in
the post sales
 Introducing the
social mechanism in
sales and post sales
 Introducing points
and score system in
the buying process
Advergames
 A game to introduce a
new product hard to
explain or completely
innovative
 A game to support a
product hard to
introduce
 A game to revive an
obsolete product

12. Advertising Business Consultants
What we do
 We design and create
Game experience for
your customers
o Each project is
unique also if the
practices can be
common
 We help you to:
o Engage new
customers
o Retain current
customers
o Increase purchase
rate
o Push the viral
effect from your
satisfied customers
How we do
 We listen you
o We analyze your
case
o We discuss your
goals
o We discuss about
your budget and
expected risults
 We find your solution
o We propose one or
more solutions
tailored on your
needs and your
budget
 We do not leave you
alone
o We analyze together
the first results
o We correct what is
wrong
o Our goal is your goal
Why us
 Our team is skilled
o We have been working in
the game market for 15
years
o We have case histories
for large and small
business
o We have an international
vision
 Games is our food
o We have a B2C division
o We know the gamers, we
have to deal with them
every day
o We do games for
business
o Our team
developed/published
more than 30 games in
his career

13. Our team
Fabrizio Cali: COO and Creative Director
 20 years of experience in gaming B2C and B2B
 Italian born relocated in US 4 years ago
 Founder of the biggest game company in Italy
 Game Marketing consultants for Fiat, Ferrero, Sky TV, Tiscali
 He designed 70 advergames and managed 15 large gamification
projects
Irina Kudosova: CEO and Product Manager
 10 years of experience in Game Project Manager
 She realized 20 game campaigns in Europe and US

14. Contact us
Free start-up consultancy
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Email: info@advertisingbusinessconsultants.com
Website: http://www.advertisingbusinessconsultants.com
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