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Gamify<br />WHAT GAMES MEAN TO YOUR CONSUMERS<br />AND YOUR MARKETING STRATEGY<br />

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What was big the last few years?<br />In the past few years, did you develop a marketing strategy involving any of these emerging trends?<br />

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It’s no surprise…<br />40% of total usage time on Facebook is playing games<br />14.7hrs/mo.<br />iPhone users spend 14.7 hours/mo. playing games<br />84% of tablet users are playing games… that’s #1 activity by A LOT<br />#1<br />Games are the most popular apps on Android, 93% are even willing to pay for games<br />

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…games are part of human nature<br />Nefertari playing Senet<br />Painting in tomb of Egyptian Queen Nefertari(1295-1255 B.C.).<br />A set of Egyptian dice<br />Cubic dice have been found dating back to 5000 B.C.<br />

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Over 1 billion casual gamers worldwide<br />HOW MUCH IS A BILLION?<br /><ul><li>If gamers were a nation, they would be the 3rd largest nation in the world

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That’s more people than watched the last world cup

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That’s more than vehicles on the whole planet!</li></ul>If games aren’t part of your marketing mix, you are missing an opportunity to connect with 1 billion people worldwide.<br />

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Agenda<br />TODAY’S GOAL: HELP YOU BUILD A MARKETING PLAN LEVERAGING GAMES.<br /><ul><li>The importance of games as part of a consumer marketing strategy

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Introduction and assessment of the current game-based marketing applications</li></li></ul><li>About exent<br />Exent is a global leader in digital distribution with over 15 years of experience bringing games and players together. Exent is the #1 Games on Demand provider in the world.<br />THREE MAIN PRODUCT LINES<br />GAMETANIUM ON DEMAND<br />FREERIDE GAMES<br />GAMETREAT<br />GameTanium offers premium subscription all-you can eat access to the best games on PC, Mobile, Tablets, and TV. GameTanium gives gamers the Freedom to Play.<br />With over 400 full-version premium games, FreeRide Games™ is the ultimate FREE destination for millions of casual gamers.<br />The GameTreat™ web app allows website owners to offer casual games to site visitors for FREE! Simple to customize and embed, GameTreat gets websites "in the game" in minutes. <br />

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About exent<br />25 SERVICES 18 COUNTRIES<br />OVER 150 PUBLISHERS<br />

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Gamify your marketng<br />Advertise around<br />games<br />Advertise in game<br />Advergames<br />Full game offering<br />Gamification<br />Games can be integrated into your marketing mix in many ways; ultimately you will decide which is best suited to your campaign’s goals.<br />

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around-game ads<br />

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Advertise around games<br />WHERE TO LOOK<br />SITES<br />NETWORKS<br />

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Advertise around games<br />AVAILABLE OPTIONS<br />Video Pre/Mid/Post roll<br />Banners around<br />Skin<br />

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GameSkinTM<br />

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The breakdown: ads around games<br />What to expect<br />Main benefits<br /><ul><li>Pre/Mid/Post roll video units

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IAB standard units

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limited custom sponsorship opportunities

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Improved click-through rates

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Reach</li></li></ul><li>in-game ads<br />

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In-game ads<br />WHO’S DOING IT?<br />CLASSIC<br />SOCIAL<br />

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In-game ads: what are the options?<br />In-game billboard<br />Gamers like relevant ads.<br />Texture change<br />Grand Theft Auto with vending machines<br />Emotional response<br /> The perfect stage can be set creating a unique opportunity for users to interact with your brand.<br />

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Advertise in-games<br />SPONSORING VIRTUAL ITEMS IN SOCIAL AND MOBILE GAMES <br />Virtual items function as peer-to-peer interaction tools.<br />UTILITY/<br />CONSUMABLE ITEMS<br />STATUS SYMBOL ITEMS<br />When done correctly, sponsored items create powerful associations likeNike shoes help me run faster.<br />

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Case study:<br />MORE ENGAGING THAN YOUTUBE<br />+ 50% of Facebook logins are to play games<br />20% have paid cash for in-game benefits<br />56 million users play games on FB daily<br />19% say they are addicted to FB games<br />53% have earned and/or spent VC in a social game<br />28% have purchased VC with real-world money <br />

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Case study:<br />IN-GAME VIDEO AND BRAND ENGAGEMENTS<br />Facebook credits as an incentive to view video. User is Prompted toEarn Virtual Currency (e.g. Facebook Credits) by Watching a Video – Through an In-Game Icon, Banner or Message<br />Message <br />Message <br />Icon <br />* User must accept by clicking on the icon / message in order to initiate the video <br />

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Case study:<br />CASE STUDIES:<br />30%<br />23%<br />24%<br />15%<br />

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The breakdown: in-game ads<br />What to expect<br />Main benefits<br /><ul><li>Over 80 studies showing lift and brand awareness and attitude towards the brand

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High correlation between in-game ads and consumer action (Comscore Ad Effx Nov 2009)

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280 percent increase in visits to a TV channel’s Web site;

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125 percent increase in search queries for a movie rental brand and 57 percent spike in visits to its Web site; and

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17 percent increase in visits to entertainment sites after seeing ads for a particular movie.

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Users become unpaid brand ambassadors, conducting your message to their social graph.</li></li></ul><li>Advergaming<br />

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Case study: Koko Digital<br />Project: Chris Moyle’s Parody Album<br />Performance: 2 million hits in 6 months<br />Game Developer: Koko Digital<br />Main URL: http://www.chrismoylesgame.com<br />Chris Moyle’s “The Parody Album”<br />Parody Island is an Advergame developed by Koko Digital which allows you to play a game while listening to select tracks from the upcoming album.<br />Level selection<br />Each level showcases a different song from the upcoming album. You can listen to tracks and buy the album from within the game. Scores are published on leaderboards.<br />Goal-driven paths<br />Completing level objectives unlocks new tracks<br />and harder levels.<br />

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Full game offering<br />

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Full game offering<br />WHO’S DOING IT?<br />

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Full game offering<br />Monetize the audience <br />not the content<br /><ul><li>Games are a part of human nature

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When they leave your site, they go to play elsewhere</li></li></ul><li>Engage your site visitors by embedding contextually relevant games that reinforce your brand’s core message<br />Choose<br />The games that best fit your brand.<br />Embed<br />The games into your site within minutes.<br />Engage<br />audiences and see your brand awareness grow!<br />

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GameTreat on flare.com<br /><ul><li>100% free

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Customized to Flare look & Feel

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Contextual placement on the site channels

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Increases dwell time

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Viral traffic to site (score sharing)</li></li></ul><li>The breakdown: full game offering<br />OFFER USERS ON YOUR BRAND SITE A FULL GAME OFFERING<br />What to expect<br />Main benefits<br /><ul><li>Make your site feel more like a destination

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Social perks

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Repeat visits, increased dwell time and

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Increased engagement and perceived value to consumers

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Interactive, 2-way link between consumers and brands

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Aggregation instead of creation

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Hit-driven business

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Faster time to market; lower risk

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Low investment

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Dramatically improve dwell time

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Being “vertical” when offering relevant content

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Food games, fashion games</li></li></ul><li>Gamification<br />

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32<br />9/21/2011<br />120 Million<br />people around the world are accruing points, leveling up, and earning rewards.<br />?<br />(And they’ll go out of their way to stick with the vendor where they have the most points and status.)<br />

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The world’s biggest coffee chain<br />is rewarding users with virtual points and virtual badges for visiting their retail stores.<br />

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34<br />9/21/2011<br />85 Million<br />People were earning virtual points, leveling up, decorating virtual spaces, and earning achievements every month. On virtual farms.<br />?<br />(That’s the entire population of New York City. Times 10.)<br />

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?<br />Gamification<br />35<br />9/21/2011<br />What’s their secret?<br />

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ga∙mi∙fi∙ca∙tion[gay-muh-fi-kay-shuhn]<br />integrating game dynamics into your site, service, community, content or campaign, in order to drive participation.<br />

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Gamificationplatfroms<br />Who’s doing it?<br />

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Any kind of participation<br />

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39<br />9/21/2011<br />Participation<br />Builds lasting relationships &<br />Impacts fundamental business objectives<br />Customers<br />Students<br />Employees<br />Fans<br />

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Gamification drivesparticipation.<br />Participation drivesbusiness value. <br />40<br />

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FARMVILLE<br />GAME DYNAMICS EXAMPLE<br />

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Virtual Points<br />Level<br />Up<br />Virtual Farm<br />Avatar<br />

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Challenges<br />

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44<br />9/21/2011<br />Gamification satisfies human desires<br />

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45<br />9/21/2011<br />Who’s using gamification?<br />

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46<br />46<br />9/21/2011<br />55%<br />Increase in Participation on a social network.<br />20%<br />Increase in Time on Site on a community site.<br />400%<br />Increase in Page Views on a portal site.<br />

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Heavy Users (%)<br />5x<br />Increase in the number of heavy users on a portal site<br />Community Members<br />(thousands)<br />19%<br />Increase in the members of a brand community site in 6 weeks.<br />

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WAY TO RIO<br />EMPOWER + CHIQUITA<br />

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50<br />

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51<br />

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Results<br /> "I looked at year-over-year [results] and they were huge compared to what Chiquita saw in the past"<br />"[Gamification] creates a place people want to come back to time and time again."<br />http://www.1to1media.com/view.aspx?DocID=32943&PreviewMode=full&alias=bestpractice<br />

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The breakdown: gamification<br />What to expect<br />Main benefits<br /><ul><li>Increased brand awareness, loyalty

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Intrinsic human interest & dangling carrots

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Goal-oriented, guided paths

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Highly addictive; leverages flow states

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Bring fun to consumerism.

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Deep reward systems

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Highly engaging

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Most valuable associations can be made via gamification

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Important “win” utility/brand association within users

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Ford SmartGauge Eco-Driving

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Me + brand = rewards

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Physical redemption

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Psychological achievement

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Social acknowledgement

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Extremely valuable retention tool, e.g., “must fly delta for SkyMiles,” and “only 5 cartons away from a Tropicana-sponsored tropical vacation!”

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Whollistic marketing applications, not just digital!</li></li></ul><li>The next step<br /> Offering advertisers and publishers a coupled gamification platform with game offering<br />

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Thank you.<br />Kobi Edelstein, VP/GM, exentMedia<br />