I held this presentation after releasing the English version of my book 'A Brand New Playground end of 2011 at Fontys college in Tilburg on 17-1-2012.

1. +1
PLAY
CONSULT
CONCEPT
Twitter:
@BartHufen +2

2. A Brand New Playground
How can we use games as a marketing tool?

3. Content
1. Who is He?
2. What makes a game an epic experience?
3. How can we use it as a marketing tool?
4. Why use games as a marketing tool?
5. Where is more information?

4. WHO?
Atari - Diesel - Crossmarks - BrandNewgame
Download my Book at:
www.brandnewplayground.com
Twitter: @BartHufen #gamification

5. WHO?
Atari - Diesel - Crossmarks - BrandNewgame
Download my Book at:
www.brandnewplayground.com
Twitter: @BartHufen #gamification

6. WHO?
Atari - Diesel - Crossmarks - BrandNewgame
Download my Book at:
www.brandnewplayground.com
Twitter: @BartHufen #gamification

7. WHOARE YOU?
Twitter: @BartHufen #gamification

8. Most effective Advertising Channel?
Twitter: @BartHufen #gamification

9. Most effective Advertising Channel?
1. Which advertising channel grasps consumers’ 100%
Attention?
Twitter: @BartHufen #gamification

10. Most effective Advertising Channel?
1. Which advertising channel grasps consumers’ 100%
Attention?
2. How will consumers participate voluntary?
Twitter: @BartHufen #gamification

11. Most effective Advertising Channel?
1. Which advertising channel grasps consumers’ 100%
Attention?
2. How will consumers participate voluntary?
3. Can we actively involve them with radio or TV advertising?
Twitter: @BartHufen #gamification

12. Most effective Advertising Channel?
1. Which advertising channel grasps consumers’ 100%
Attention?
2. How will consumers participate voluntary?
3. Can we actively involve them with radio or TV advertising?
4. What’s more valuable? 30 seconds or weeks of engagement?
Twitter: @BartHufen #gamification

13. Most effective Advertising Channel?
1. Which advertising channel grasps consumers’ 100%
Attention?
2. How will consumers participate voluntary?
3. Can we actively involve them with radio or TV advertising?
4. What’s more valuable? 30 seconds or weeks of engagement?
5. Can we change behavior by talking to them? Showing them
stuff?
Twitter: @BartHufen #gamification

14. Play Time
Twitter: @BartHufen #gamification

15. Which Brand?
Twitter: @BartHufen #gamification

16. Which Brand?
tekst
Twitter: @BartHufen #gamification

17. Which Brand?

18. Which Brand?

20. Some Facts to kick off?
50% of Facebook users log in to play games (= 400 million players)
Angry Birds games were downloaded 1 billion times
300 million people play games through the portals of Spil Games
Average amount of gamers playing through Steam is 4 million daily
The average gamer is 37 years old

21. What makes it good?
Levels of involvement
Playing a Game is like entering a

22. What makes it good?
The Flow makes it so Addictive and Fun to play

23. What makes it good?
Challenges Games stimulate Gradual learning through
Playtime

24. What makes it good?
Peaks of Frustration create Epic

25. What makes it good?
A Game exists of these elements:
1. Objectives
2. Variables
3. Rules
4. Feedback system
5. Rewards & Punishment
6. Levels
7. Theme

26. How can We?
These are examples of concepts & cases
It shows you how games can help to reach objectives in the
field of:
1. Product
2. Price
3. Place
4. Personnel
5. Promotion

27. How can We?
A game that influences the Price (and builds up a CRM dBase)
Objective: increase store traffic
Target: young minded consumers
Essence: being comfortable during uncomfortable situations

28. How can We?
A game that influences the Price (and builds up a CRM dBase)
Weird'Scores' New'Balls'
Fun' Leading'
Urban'' Tennis' Quality'
Tongue'in'cheek'' Fashion'
Lifestyle'
Sports'' Underwear' Comfortable'
ParEes''
Dance' Björn'Borg'' Colorful''
Young'
Swedish'
Minded'
Down'to'
Consumer'
earth'
Abba'

29. 2/3: How can We? Price (and builds up a
2/5: A game that influences the Price (and builds up a CRM
Weird'Scores' New'Balls'
Fun' Leading'
Urban'' Tennis' Quality'
Tongue'in'cheek'' Fashion'
Lifestyle'
Sports'' Underwear' Comfortable'
ParEes''
Dance' Björn'Borg'' Colorful''
Young'
Swedish' Minded'
Down'to' Consumer'
earth'
Abba'

30. How can We?

31. How can We?
Mini&game&
on&Facebook&
Seed&the&
game&on&
websites& Bjöng& Game&for&
iPhone&
Voucher&
to&be&
redeemed&
in:store&&

32. How can We?

33. How can We?

34. How can We?

35. How can We?

36. How can We?
3/5: New distribution Places

37. How can We?

38. How can We?

40. How can We?
Promotion (Gamevertising)
1. Product Placement Light brand involvement
2. In-game advertising
3. Branded scripted content
4. Visually adapted games
5. Advergames Maximum brand
involvement

41. Nissan GT Academy
3/5: How can We?
http://www.molblog.nl/bericht/van-gamer-tot-coureur-nissan-gelooft-in-virtueel-talent/

42. Nissan GT Academy
> 1,5 miljoen How sinds 2008
3/5: talenten can We?
+ Podiumplaats 24 uur van Le Mans
+ Eindzege Intercontinental Le Mans Cup
+ Blancpain Endurance Series
http://www.molblog.nl/bericht/van-gamer-tot-coureur-nissan-gelooft-in-virtueel-talent/

43. 3/5: How can We?

44. Why should We?
1. 100% Attention
2. Fun!
3. Active multi-sensory, re-playable, experience
4. Hours, weeks, years of engagement
5. Immersion - depth
6. Knowledge & Behavioral change

45. How can We?

46. 5/5: Where is More?
Book:
www.brandnewplayground.com
Blog: www.brandnewgame.nl/blog
Bizz: www.brandnewgame.nl
Twitter: @BartHufen
Linkedin: BartHufen

47. Book: www.brandnewplayground.com
PLAY CONSULT
Blog: www.gamingandbranding.com
CONCEPT
Bizz: www.brandnewgame.nl
Twitter: @BartHufen