gamification unveiled: advertising business consultants
DESCRIPTION
How to use Gaming mechanisms to increase your business. Our vision and our servicesTRANSCRIPT
Game as business leverageAdvergames and gamification
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
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!
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.
Sales
The path to the success
Engage potential
customers
Make them buying
Retain acquiredcustomers
AdvergamesGamification
GamificationAdvergames
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
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)
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
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
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
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
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
Contact us
Free start-up consultancy
Email: [email protected]
Website: http://www.advertisingbusinessconsultants.com
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