The deck to my talk "The Power of Games" held today ( 27 Oct 2011) at Games for Brands in London, UK.

1. Games for Brands
London - 27 Oct 2011
The Power of Games
How Games can
Harness Brands
Volker Hirsch (@vhirsch)
Director, Research In Motion
http://www.radian6.com/wp-content/uploads/2010/01/Beach-Body-pic-1024x868.png

2. What are Brands in for?

3. Sell
or
Else
...
David Ogilvy

5. Human Value Drivers:
Sex
Hope
Money
Belonging
Feeling Important
Security
Getting more out of Life

6. Quid Pro Quo
The exchange of valuable consideration [...] required for the
formation of a valid contract between individuals. This requirement
of mutual consideration, or the exchange of something of
value, indicates the sincerity of the parties' intent to adhere to the
contract between them.
http://legal-dictionary.thefreedictionary.com/quid+pro+quo

7. Experience Economy
B Joseph Pine II & James H Gilmore, “The Experience Economy” (1999)
http://the4thstage.com/wp-content/uploads/2008/05/prod-development-ux-team-plan-2008pptx1.jpg

8. Experience is about emotions.
Emotions are not about
consumers; they are about
human beings.
Digital media has a higher
K-factor than anything before.

9. Result:
Digital
Darwinism
Charles Darwin

10. Social alters perceptions, and it
does so faster than you can
imagine.

11. Q: What is your brand essence?

12. 74% of all buying decisions are made
on a friend’s recommendation Source: Bain Consulting
http://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpg

13. What is Social?

14. Social refers to the
interaction of organisms
with other organisms and to
their collective co-existence
[...]
Source: Wikipedia

16. http://commons.wikimedia.org/wiki/File:Bhgs_crowd.jpg

17. What is a Social Game?

19. Metric-driven design

20. Sources & Sinks
$$ $
http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpg
http://en.wikipedia.org/wiki/File:Fountain_by_slonecker.jpg http://upload.wikimedia.org/wikipedia/en/4/46/Storm_Drain_Dryden.JPG

21. Social?
http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpg

22. Social Games Seem
Not So Social...
And remember: you got to be social

23. Quid Pro Quo
The exchange of valuable consideration [...] required for the
formation of a valid contract between individuals. This requirement
of mutual consideration, or the exchange of something of
value, indicates the sincerity of the parties' intent to adhere to the
contract between them.
http://legal-dictionary.thefreedictionary.com/quid+pro+quo

24. Coercion is
Evil ...
http://www.theargonath.cc/characters/saruman/pictures/saruman2.jpg

25. The right message for you?
Bernie Madoff
Courtesy of the US Department of Justice

26. You need context!
http://flickr.com/photos/nolifebeforecoffee/124659356/

27. Object-Centered Sociality
Jyri Engeström
Founder, Jaiku & Ditto
Prof Dr Karin Knorr-Cetina,
Sociologist
https://svn-create.freedesktop.osuosl.org/public/create/docs/logo/images/light_bulb_off3.jpg

28. Object
Social is interaction in context
http://upload.wikimedia.org/wikipedia/commons/e/e0/Petanque_players_in_Cannes_(France)_2003.jpg

29. Make sure you’re relevant
http://gapingvoid.com

30. So maybe not this...

31. ... or this...
http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpg

32. Games are ideal for brands:
- Intrinsically interactive.
- Less intrusive than other marketing tools.
- The Brand takes centre stage: shine!
- Creating fanatics: Love it, recommend it.

33. ... but ...

34. Engage where it matters!
http://www.windsorfinejewelers.com/media/catalog/product/cache/1/image//t/a/tacori-platinum-round-diamond-semi-mount-engagement-ring.jpg

35. How to Engage:
Interaction where it matters
• Mechanics that make sense: for the brand, for the
for the brand message and for the user.
• Features that foster interaction.
• Rewards that are relevant to the brand and the
user.
• Activate friend networks: finding, gifting,
comparing - create and foster fanatics!
Encourage exchange with people that matter

36. Use the right tools
Hint...

38. http://upload.wikimedia.org/wikipedia/commons/9/9c/Red_Porsche_Killer_Kiel2007.jpg http://theinspirationroom.com/daily/print/2009/3/Berger_Natural_Finish.jpg

39. Reminder:
Quid Pro Quo
The exchange of valuable consideration [...] required for the
formation of a valid contract between individuals. This requirement
of mutual consideration, or the exchange of something of
value, indicates the sincerity of the parties' intent to adhere to the
contract between them.
http://legal-dictionary.thefreedictionary.com/quid+pro+quo

40. Thank you!
+44 7795 970 191
@vhirsch / @scoreloop
vhirsch@rim.com
http://scoreloop.com
http://blackberry.com