An overview about how games could change the way people interact with brands. This added with case study and insight from advergames around the world. And the last chapter is the introduction of Agate Studio, as the advergame developer.

1. GAMES for MARKETING
the fun way engagement from brand

2. GAME
What a game is?
1953
PLAY
1957
FUN
2003
RULES SEPARATE
COMPETITION UNCERTAIN
ART
Philosophical Investigation; NONPRODUCTIVE ENTERTAINMENT
Ludwig Wittgenstein GOVERNED BY RULES
FICTIOUS
INTERACTIVE
Les jeux et les hommes (Games and Men); TOY (without goals)
Roger Caillois
CHALLENGE (with goals)
PUZZLE
The definition of game was revised, and is CONFLICT
still evolving, to make it more relevant to COMPETITION
GAME that we’re experienced today Chris Crawford and Game Design;
Chris Crawford

3. A Bridge to bring GAME
in a different mindset
30% INDONESIA
Zynga Gamer
40 millions Facebook Users,
15 millions+ Zynga Users
1000
Total Facebook
250million mobile phones
800 Users (1) Each has game installed inside
600
Mari Pangestu (Indonesia Minister of
400 Zynga's Total
Commerce), 2008: “50% of the total
Active Users (2)
200 population in Indonesia are playing games”
0
*Zynga one among many game developers/publishers in facebook
This doesn’t count the other players from other games.
(1) http://newsroom.fb.com/Key-Facts
(2) http://www.appdata.com/devs/10-zynga (gathered December 11, 2012)

4. That means
GAME
is now a
NEED

5. GAME
{By Platforms}

6. • Boardgames
Conventional
• Cardgames
Games
• Others
• Console
• Arcade
• Handheld
Digital Games • Mobile
• PC
• Online
• Social
• Sports
Real Life
• Alternate Reality Games
Games
• Gamification

7. GAME
{Before and After}

8. In the old times, games were mostly
challenging in physical capabilities. Some
were even more life-hazardous. And some
threaten human life.
Evolution of Games:
The way to make life more “fun”
Technology makes it more easily enjoyable

9. Real Photograph CRYSIS: game (2007)

10. It was all about technology advancements:
Technology brings the feel of reality to entertain people, to make people better involved in the
games, roles, and stories.

11. And now games turn into exposing the
EXPERIENCE of gaming.
Games are enjoyable everywhere with
different way of playing

12. WHYGAMES
are so potentials?
Games are well known for its fun, interactive,
challenging, competitive. It is also rewarding for
every progression you do; makes you feel valuable
Games make it possible to do what you can’t do in
real world. Make you go beyond imaginations
There are no resistances for people to play games

13. FUN
People loves something fun, that’s the first reason of why they
play.
What people get from game is not just fun. They feel they’re
yet EXCITING!
involved right in the game, fear, danger, even adrenaline, sad,
and anger. It is the excitement of playing games

14. INTERACTIVE + EXPERIENCE
Game is a 2 way communication: you do something, the
character/object in the game will respond like what you
do.
Players do this interaction repetitively, and then
experienced with the game. This will bring a sensation,
Tell me and I will forget
that player is involved in the game.
Show me and I may remember,
Involve me and I will understand
~Chinese Proverb

15. POSITIVE FEEDBACKS
Every little thing players do in the game, they have feedback
positively. Player strike their enemy, then scores come up. This would
make them feel rewarded.
Also, when they make mistake, they always have second chance to do
better next time (gameover  continue)

16. CHALLENGING & COMPETITIVE
Every moment in the game is a
challenge. You’ll find something new
that would make you curious about
how to solve the problem & troubles.
Thereafter, you will have the feeling of a
conqueror. This will also make a
competition of how good you are
compared to other players.

17. UNLIMITED POSSIBILITIES
Everything is possible to be done in
game.
Games are able to simulate what’s
impossible in real life, to be much
simpler and enjoyable.
If you want to experience war, you
should enroll as army far in the past
time. But this bring your life as bet. And
war is not good anyway.
In game, you can experience the war as
simple as possible. Anyone can be a
hero. And anyone can learn that war is
not only the battle of weapons.

18. GAME ERA
future overview
We often see everyone around us, young
and old, men, women, everywhere and
every time playing games in many forms. It
is now the raising of game era.

19. Everyone is now READY for Games

20. 100million
180million+
10-30% annual growth =
DEMANDS

21. 2011
All the world is NOW a GAME *JWT Trend 2011
2000-2010 was the social decade
and it’s now the game’s decade
Social media is actually using game mechanics to
make it more challenging. Why facebook use
friend’s number? Why twitter use followers
number? It’s actually the same thing with
Character Level in game: the more you get, the
more pride & appreciation from others.

22. GAMEIMPACT
for marketing

23. GAMEIMPACT
for marketing
customer engagement
quality of contact
drive change of behavior
push activities
push communication
community building
data gathering

24. GAME IMPACT
for marketing
customer engagement Create an engagement from interactive fun activity.
Telling the message “this brand could make you
happy even from the very first time of contact”
quality of contact
• Brand/Product Awareness
drive change of behavior • Brand/Product Knowledge
• Brand/Product Experience
push activities
• Drive Customer Loyalty
push communication
community building
data gathering

25. McDonald’s GAME IMPACT
for marketing
• 1992 Long before the advertising via game is booming,
• Console (Nintendo) McDonald’s is educating children smoothly via
• Target Market: Kids Nintendo Title: M.C Kids & Donald’s Land, exposing
the character Ronald, which was formerly called
“Donald” in the game.
customer engagement | quality of contact | drive change of behavior | push activities
push communication| community building | data gathering

26. Pepsi Man GAME IMPACT
for marketing
• 1999
• Console (Playstation)
• Target Market: Teens Pepsi was also doing the advertising via game, by
using the character well known as “Pepsiman”, this
product was good at bring curiosity upon gamers. A
good brand engagement via simple game, that could
attract many players.
customer engagement | quality of contact | drive change of behavior | push activities
push communication| community building | data gathering

27. Need for Speed Series GAME IMPACT
for marketing
• 1994 - present Enable the marketing via “brand
• Console, PC, Handheld, Mobile & Online experience”
• Target Market: Teen – Adults Players able to experience the cars
(the way the look from details, the
NFS is a series of driving based video game. Is the most way they drive with it) from the way
successful racing video game all the time & one of the they play the game. It’s also proved
most successful game franchise all the time. As of that racing game could give education
October 2009, over 100 million copies of games in the
Need for Speed series have been sold.
to the real driving skill.
http://ezinearticles.com/?Brain-Training-to-Improve-Driving-Skills-Using-Video-
Games,-For-Teenagers-and-Older-Adults&id=1083788
customer engagement | quality of contact | drive change of behavior | push activities
push communication| community building | data gathering

28. Get The Glass GAME IMPACT
for marketing
• 2007
• Web Based
• Target Market: Everyone California Milk Processor Board creating the most
successful longlasting campaign: Gotmilk.com. One of
the game: Get the Glass. Players are brought into ‘snake
& ladder’ type game, with high graphic advancements.
Inside the game, there are educations about the
benefits of the milk products.
customer engagement | quality of contact | drive change of behavior | push activities
push communication| community building | data gathering

29. BMW M3 Challenges GAME IMPACT
for marketing
BMW give players education of the brand’s feel
when they can do test drive & configure the car with
• 2007 the original paint finishes.
• PC - Downloadable
• Target Market: Teen – Adults More of the impact is that the BMW M3 is appraised by
the players, that makes it more popular and legendary
than any other brands which doesn’t do the game way.
customer engagement | quality of contact | drive change of behavior | push activities
push communication| community building | data gathering

30. GAME IMPACT
for marketing
customer engagement
The interactivity of game enables to make 2 way
quality of contact “conversation” between brand and player. This
makes them involved in every activity they play.
drive change of behavior
• Value of interaction
push activities • Repeated interaction
• Customer conversation
push communication • Sub-Conscious Programming
community building
data gathering

31. Bottle Bank Arcade GAME IMPACT
for marketing
• 2009 Bottle Bank Arcade able to create recycling
• Real Life into fun activity, and more than that, it
• Target Market: Everyone
Bottle Bank Arcade by Funtheory, is a
charity creative program from
Volkswagen, to give value of recycling
creates 2x sales of can & plastic
can and glass into fun activity. beverage in local store around the arcade.
customer engagement | quality of contact | drive change of behavior | push activities
push communication| community building| data gathering

32. GAME IMPACT
for marketing
customer engagement
quality of contact
Game mechanics is also a powerful tool to build a
drive change of behavior certain behavior, train to be discipline, care about
many things, and more.
push activities
• Appointment behavior
push communication • Social behavior
• Discipline
community building • And more…
data gathering

33. Energy Smackdown GAME IMPACT
for marketing
• 2009 By adding game mechanics: reward,
• Real Life competition and challenges with goals,
• Target Market: Adults
Energy Smackdown dedicated to
empowering individuals,
Sacramento has reduced 66% of the
electricity use after 6 month since the
organizations, and communities
through experience-based education.
program was introduced
customer engagement | quality of contact | drive change of behavior | push activities
push communication| community building | data gathering

34. GAME IMPACT
for marketing
customer engagement
quality of contact
drive change of behavior
To achieve something that would make them
standout from others, for new challenges and
push activities progressions in game; players can do many things,
like buying virtual item with real money.
push communication • Drive sales
• Participation
community building • Co-Creation
data gathering

35. GAME IMPACT
for marketing
Tohato
• 2007-2009 Using mobile social game campaign, the
• Mobile sales increased significantly & website
• Target Market: Kids - Teen
Tohato is an FMCG manufacturer, once
get 100,000 PV/day,
produced 2 spicy snacks, but then the
sales declined due to the trend recession
10,000 unique participants
customer engagement | quality of contact | drive change of behavior | push activities
push communication| community building | data gathering

36. GAME IMPACT
for marketing
customer engagement
quality of contact
drive change of behavior
push activities
Human tend to share what’s good to everyone
push communication around them. We try to embrace it, and even make it
as “need” for them to share what’s fun about the
game.
community building
• Viral marketing
data gathering • Recommendation

37. FarmVille GAME IMPACT
for marketing
• 2009 - present
• Social Game 70millions Active Users
• Target Market: Everyone $ 600 million total revenue 2010
Players are facilitated to spread the game
Friend role become important in game
customer engagement | quality of contact | drive change of behavior | push activities
push communication| community building | data gathering

38. GAME IMPACT
for marketing
customer engagement
quality of contact
drive change of behavior
• Long-term user
push activities
• Sustainable community
push communication • Automatic Growth
Building community of those who loves to play your
community building game, those who loves your brand, to be your
powerful “army”
data gathering

39. GAME IMPACT
Obama’s Campaign for marketing
• 2008
• Console, PC, Handheld, Mobile & Online
• Target Market: Teen – Adults
Obama was winning heart over many different
ages through his campaign in interactive media:
Games.
Games is the way to engage the youth
(even it’s a political campaign that was not
interesting at all)
customer engagement | quality of contact | drive change of behavior | push activities
push communication| community building | data gathering

40. GAME IMPACT
for marketing
customer engagement
quality of contact
drive change of behavior
push activities • Customer data gathering
• Market research
push communication • Marketing research
community building • Product & Service research
Whatever the game is, player’s data – that means
your brand’s customer: what they really do want,
data gathering how the habit is, and everything about them: is in
your hand

41. Short Summary
Games are potential to give impact to:
Education
Brand + Awareness & Loyalty
Experience
Sales Activation
+ Revenue
Customer Quality of Community
Contact Building

42. Marketing Comparison
Games TVC
Communication 2 ways: interactive 1 way
Investment Time One time for long periods of One time spending for short
time period of time
Investment Value Relatively smaller cost Relatively high cost
Contact Quality of contact; no spreading almost to everyone
resistance in playing games,
focused target market,
maintain loyalty
Customer’s Choice Players choose to play the viewers don’t choose to watch
game because they’re willing the TVC
to
Direct Sales High, Low
Data Gathering Enable Disable
Repeated Contact The more times you play the The more times customer
game, the more your chance to watch the TVC, the more they
win/get standout between get bored
other players

43. Indonesia’s Potentials
Console Game Rental & Online
PC Games Rental 53% of Zynga
All spread in cities & towns, is the proof that players are women
game is a breakthrough to ages, gender, between 25-44.
social economic classes.
Everyone plays games

44. Indonesia’s Potentials
40million Facebook User (#2 biggest) 250million mobile phones
Each has game installed inside
+Zynga Players in Indonesia: 12.4
millions
Zynga Card sale = the best in Asia
>20mio Not including those who play
console/pc games at home
Online Game Survey (inc. social game)
Mia (29) said, “I like watching people playing game, but
I don’t like playing games”
At same time Mia said that she loves to play FarmVille

45. Indonesia’s Potentials
Monetizing the game
Mobile Cash Products
Reaching out 250millions of potential customer

46. How to Utilize
GAME
A way to add fun in your marketing

47. THE BRIDGE
BRAND / FIELD
GAME DEVELOPER
MARKETING
Sales THAT’S WHY Number of Players
Promotion WE’RE HERE External Existence
CRM Fun Enjoyable Content

48. About AGATE STUDIO
Click here for Company Video Click here for Company Profile

49. 2012
2009
16 People 86 People
120+
Games
15+
Parallel Projects
Quality talents Multi platforms Production
Multi purposes Capability

50. We believe in:
Crafting fun experiences
to enrich the way of life
~ Live the fun way
Our passion is at
game,
and by games we
will make a better
world

51. Services
from Agate Studio with love
[We’re not offering what we can do to
make us look great on you; we are offering
what we can do, to spread the happiness
for YOU and everyone around you]

52. Game Concept & Game Development Gamification
Game Campaign
Design Consulting - Outsourcing Consulting
• Like your advertising • To Make good games, You have a cool idea, Add game mechanics in
campaign, feel free to you need a good and want to develop it your business process.
translate your need of concept. We’re ready with trusted partner? Create a fun activity for
using new media to serve you with ideas your customer,
campaign into long- to choose. To make the Game Artist & employee and everyone
term replayable Game! best game that fulfill Programmer around.
• 1 Year game campaign your needs Outsourcing to deliver
including: • Game Design the best game play
o 1st Phase main game Document experience
release o Game mechanics
o Updates design
o Maintenance o Storyline
o Game Master & PR o Level Design
• Art Design Document
o concept art
o character design
o environment design)

53. WHY
Does this idea go to you?
Because we see that marketing
would be much funnier by games.
Because we know that you could
have the benefits from games. And
because we are ready to
collaborate with you
Together we can make a fun way of
engagement.

54. Thank You
www.agatestudio.com
@AgateStudio contact@agatestudio.com Agate Studio / Agate Games