WTIA Marketing Series: What Can You Learn from a Gaming Company
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Transcript of WTIA Marketing Series: What Can You Learn from a Gaming Company
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Casual GamesSerious Business
Natalie Pyron | GameHouse
What You Can Learn from a Game Company
a division of RealNetworks, Inc.
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GameHouse
Developing and distributing games
that people love to play & share
a division of RealNetworks, Inc.
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GameHouse
Casual Games Pioneerestablished in 1998
*
Game Studiolicensed & owned IP
*
Multi-Channel Distributor:Multi-Channel Distributor:GameHouse.com / Zylom.com / Atrativa.com
Facebook / Tablets / Smartphones
a division of RealNetworks, Inc.
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a division of RealNetworks, Inc.
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New networks
Fast growing platforms
Rapidly expanding selection of games
Lifestyle evolution
What Changed?
a division of RealNetworks, Inc.
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Mainstream Audiences
a division of RealNetworks, Inc.
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Why Popular?
Fulfills innate needs & desires
Power
Creation
Personal Development
Recognition
Status
Competition
AffiliationAffiliation
Control
Achievement
Altruism
a division of RealNetworks, Inc.
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Low barrier to entry
Easy to learn, hard to master
Immediate gratification
Constant feedback loop
Consumption in short increments
Key Principles
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Low Barrier to Entry
YesNo
Source: GameHouse.com Facebook Account Survey, February 2011
a division of RealNetworks, Inc.
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Easy to Learn,Hard to Master
a division of RealNetworks, Inc.
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Immediate Gratification
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Constant Feedback
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Short Increments
Target: 2-3 minutes
a division of RealNetworks, Inc.
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Game MechanicsBadgesPoints & Levels
Leaderboards Challenges
a division of RealNetworks, Inc.
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Rewards
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But WAIT!Don’t just add these mechanics and expect results.
There is a process...
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Process
Define Goals
UnderstandAudience
Design & Build
Measure &Iterate
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Define Goals
What are your business objectives?
Is gamification the right marketing tool?
How will it benefit the user?
Will the user enjoy it?
a division of RealNetworks, Inc.
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Understand Your Audience
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Skill
Time
Newbie
Regular
Enthusiast
Develop around the “player” lifecycle
Design & Build
a division of RealNetworks, Inc.
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Source: Amy Jo Kim, Gamification Workshop 2010
Dynamics Mechanics
Asthetics
PlayerJourney
Use game techniques to guide & motivate the player’s journey
Design & Build
a division of RealNetworks, Inc.
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Measure & Iterate
a division of RealNetworks, Inc.
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“Gamification”
Game industry despises
But, it’s not new.
a division of RealNetworks, Inc.
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Examples
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Examples
a division of RealNetworks, Inc.
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Examples
a division of RealNetworks, Inc.
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Examples
a division of RealNetworks, Inc.
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Examples
a division of RealNetworks, Inc.
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Examples
a division of RealNetworks, Inc.
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Examples
a division of RealNetworks, Inc.
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Use “gamfication” when it makes sense
Understand your audience
Design for engagement
Build a system that’s easy to learn, hard to master
Learn from data & iterate quickly
Conclusion
a division of RealNetworks, Inc.