Computerspil II Advergaming (mostlly based on original work by Anja Rau) (12/04/02) - PowerPoint PPT Presentation

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Computerspil II Advergaming (mostlly based on original work by Anja Rau) (12/04/02). carrots for audiences.

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Computerspil II Advergaming (mostlly based on original work by Anja Rau) (12/04/02)

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Computerspil II

Advergaming

(mostlly based on original work by Anja Rau)

(12/04/02)


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carrots for audiences

„These so-called advergames blur the distinction between entertainment and advertising in hopes that impatient Web audiences can be drawn in long enough for marketers to deliver their messages.“

Alex Pham and Greg Johnson, „Advertisers Play on Allure of Online Games“ Los Angeles Timeslatimes.com 22 July 2001

"When using Advergaming in conjunction with a competition for prizes and product promotions a whole new realm of peer-to-peer marketing is stimulated. A viral explosion occurs as users share the game competition with friends and ultimately bring others into contact with your brand.”

Octane Games / Octopi „About Advergaming“ (undated)

[www.octanegames.com/article_advergaming.html


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some data

Studies completed by Forrester Research indicate that the gaming market is representative of a broad spectrum of society with a median age of 33 years and with women representing 49% of the overall market for such entertainment.

According to a Jupiter Media Metrix study, interactive games have been growing at a rate of 25% per year and, with $6.5 billion in sales for 2000, are expected to soon surpass box office receipts.

The market for digital marketing according to Forrester Research is expected to grow to $62.7 billion in the US alone by 2005.

The Direct Marketing Association estimates interactive direct marketing will increase every year until 2005 when it will top $13.8 billion worldwide. In addition online direct marketing will grow more than 41% per year, reaching $136 billion worldwide by 2005.

The Myers Group, an ad market research firm, stated in March 2001 it expects online US ad spending to reach $21 billion in 2004 up from $6.1 billion in 2000, an increase of more than 350%.

Octane Games / Octopi „About Advergaming“ (undated)

[www.octanegames.com/article_advergaming.html]


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strategies

  • Games generate high degree of attention

  • Games generate comparatively long attention span

  • Games generate positive emotions which the player associates with the product / brand

  • If additional information about the product / brand is offered, it will be received favorably

  • Games decrease the propensity for critical thinking during game-play: the player will not work up counter-arguments against marketing propositions

  • However: Marketing propositions will be remembered longer and in greater detail if accompanied by hard data

  • Thorsten H. Wilhelm, „Realiserbare psychologische Werbeziele über Online-Gewinnspiele“ (Dec. 1997)

  • [www.gwdg.de/~twilhel/ziele.htm]


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good for everything

  • Nostalgia

  • Who is your audience?

  • Sky Gamestar

  • Relation to sms


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low-key use

  • Intl. games-portal

  • Indicates players online

  • Heavily bannered

  • Interstitials

  • Global highscore-list

  • Owned by Microsoft


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a typical example

  • Promotion for „Lifesavers“ candy

  • Sweepstakes and online-games for various Nabisco products


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design resources

  • K1010.de

  • German site still fully operable

  • Including log-ins

  • Insterstitials part own services, part external

reduce games to its basics: gameplay repeated, form changes


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collecting: the old trick

  • Lego Bionicle series

  • Boxes come with codes to enter site

  • Ongoing episodes featuring the different figures

  • Game based on collecting

  • Special functionalities for Lego CLUB members


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games in real life

„In Majestic, players lose control of the game, becoming immersed in a world where characters interact with you through everyday personal devices such as cell phones and fax machines. It's the first game that infiltrates your everyday life.“

„As you dive into the game, the line between fiction and reality is quickly blurred by the fact that you no longer control how the game is played.“

„Your life will be interrupted by e-mails, phone calls and faxes from characters in the game who are sending you clues. You'll spend more time on the Web searching the hundreds of Web sites that have been created to provide information. If you are away from the game, or put the game on pause, you can pick up where you left off.“

Kevin Bonsor, „How Majestic Works“ Marshall Brain‘s HowStuffWork[www.howstuffworks.com/majestic.htm/printable]


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  • Similar to „Majestic“, but ad-based

  • Hints e.g. in TV spots

  • Over 600.000 players from 28 countries


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quests/real life

  • Online-adventures with a quest

  • Look for clues on sites of commercial partners

  • Sweepstakes, but more often: career opportunities


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open questions

  • Games as a vehicle for expression see Titoonic and gamatize

  • Relationship with joys of interaction, immersion and gameplay do we forget the product? Moorhuhnjagd

  • Gameplay – advertising (tradeoff?) see Simon’s talk later today

  • Is it possible for the message to get through? ask Karl about his Barcelona game


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explore before discussing

http://www.titoonic.dk/worksamples/

Are advergames real games and why/why not?


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