Advertising to gamers, and using gamefication theory to create advergames.

1. Thinking Like A Gamer
IGAs, Advergames, Gameification,
Social Gaming & ARGs

2. What is a gamer?

9. Yep, Maslow
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11. “We’re addicted to gaming because of the
sense of achievement, positive
experiences and connections to the real
world . We’re addicted to gaming because
of the combination of reality and
fantasy.”
-Laureie Pawlik-Kienlen, psychologist.

12. In-game advertising
IGA

18. Rules for Marketing
to Gamers
1. Enhance escapsim
2. Don’t be intrusive
3. Don’t ask players to leave the game

21. Advergaming

23. Gameification

24. Gameification (according to Wikipedia)
• The use of game play mechanics for non-game applications particularly
consumer-oriented web and mobile sites.
• Encourages users to engage in desired behaviors in connection with the
applications.
• Makes technology more intriguing.
• Takes advantage of humans' psychological predisposition to engage in gaming.
• Can encourage people to perform chores that they ordinarily consider boring,
such as completing surveys, shopping, or reading web sites.

29. Likes
Followers
Friends
Experience Points
Badges
Leaderboards

32. Not only looks at how many people subscribe to a twitter feed, but also how often they click on
posted links, respond to, list, or retweet that user, and how influential those followers are, all of
which can be qualified by specific topics, keywords, and geographic regions, made possible
through access to Bit.ly's link tracking metrics and Twitter's firehose of data. Among the
marketers already working with Klout are Starbucks, CoverGirl, Dannon Yogurt, Virgin America
and Fox.

33. Social Gaming

34. Social Gaming Statistics
Over 183 million U.S. residents spend at least an
hour a day playing online games.
• The social gaming industry brings in nearly $1 billion
per year.
• More female participants than male.
• 35% of which had never played a video game prior to
getting into social gaming.
• Social games such as FarmVille are responsible for

38. Fun - a definition
“Fun comes from learning and mastering new experiences.”
Video games, sports and cooking are all examples of
experiences that create the feeling of “fun.” Key factors that
make these activities fun are the possibility of failure, the
ability to improve with practice and feedback that
signals achievement.”
Koster, Ralph. A Theory of Fun for Game Design. New York: Paraglyph Press, 2004.

39. Fun - a review
★ possibility of failure
★ the ability to improve with practice
★ feedback that signals achievement

40. ARG
Alternate Reality Gaming

41. Make it immersive.

44. Recognize the leaders

46. Give an opportunity
to co-create

48. Give a reason to share.

51. Don’t create campaigns
Create missions

54. Make it challenging
But not too challenging.

56. Rules (A Review)
★ Enhance escapsim
★ Don’t be intrusive
★ Don’t ask players to leave the game
★ Create a possibility of failure
★ Allow for the ability to improve with practice
★ Give feedback that signals achievement
★ Give a reason to share
★ Make it immersive
★ Recognize leaders
★ Make it PR worthy
★ Don’t create campaigns - create missions
★ Give an opportunity to co-create
★ Make it challenging
★ Give a reward, even if it’s intrinsic

57. Staying on Strategy
In-Class Assignment

58. Brand Ownership Words
Create a game for one of the following brands
that reflects its brand ownership:
Cheetos: cheese
Jeep: adventurous