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Spil Games:
Mio. MAU Employees Nationalities Languages
180 350 35 15
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For more information, please visit our website:
www.spilgames.com
TTHHEE RRUULLEESS OOFF EENNGGAAGGEEMMEENNTT
Lessons From Triple-‐A Game Development
NNiiccee ttoo mmeeeett yyoouu……
Chris Kingsley, CTO at Rebellion, co-‐founded in 1992
One of the world's top independent video game developer-‐publishers
The trade associa�on represen�ng the UK video games industry
TTooddaayy’’ss vviiddeeoo ggaammee iinndduussttrryy
£87 billion
£1 billion
9,000 highly skilled development staff 80% employed outside of London
95% of UK games businesses export to overseas markets.
Over 50% UK games companies started up less than four years ago
WWhhaatt’’ss iinn aa ggaammee??
Triple A / Console Mobile / Tablet Social / Browser Portable / Handheld
CCoonnssiiddeerraa��oonnss…… Pla�orm Demographic
Core Gameplay / Engagement Mechanic
The First Rule of Engagement: GGAAMMEEPPLLAAYY
The Second Rule of Engagement: OOVVEERRCCOOMMEE CCHHAALLLLEENNGGEESS
The Third Rule of Engagement: TTYYPPEESS OOFF PPLLAAYYEERR
The Fourth Rule of Engagement: IINNTTEERRAACCTTIIVVIITTYY
The Fi�h Rule of Engagement: GGRROOWWTTHH
The Sixth Rule of Engagement: AAMMAAZZEE
The Rules of Engagement: SSUUMMMMAARRYY
GAMEPLAY OVERCOME CHALLENGES TYPES OF PLAYER INTERACTIVITY GROWTH AMAZE
The Rules of Engagement: TTHHAANNKK YYOOUU
TTHHEE RRUULLEESS OOFF EENNGGAAGGEEMMEENNTT
Lessons From Triple-‐A Game Development
ENGAGING EXPERIENCES HOW TO ENGAGE CONSUMERS THROUGH MOBILE GAMING
MAKE A GOOD GAME
DISCOVERY, QUALITY & REWARD
ENGAGEMENT, DATA ANALYTICS & MEASUREMENT
BRAND ENGAGEMENT
DATA ANALYTICS AND MEASUREMENT
AAA QUALITY
PLAY
SPORTS CAR CHALLENGE
THE VW SPORTS CAR INITIATIVE
THE GAME MUST BE EASY TO ACCESS – 4 CLICKS MAXIMUM TO START PLAYING
THE PLAYER MUST BE REWARDED WITHIN THE FIRST 30 SECONDS
EASY TO LEARN, HARD TO MASTER
www.proelios.com
5 Rules for Using Online Games to Sell Real World Products
Martin Doyle, Head of Digital, Generation Media
1994: A World First
44% CTR 44% CTR CTR ?
A Giant Leap for Mankind?
Mapping ‘The New World’ of Digital
What is an ‘Online Game’?
RULE 1
“Understand Your
Consumer”
Understand Your Consumer
“Leave me alone” “Talk to me…quietly” Source: Flamingo for Thinkbox July 2013
Console/MMORPG Games Casual Games
Low Attention Processing
Respect The Game…It Can Be A Sacred Place
Source: Leeroy Jenkins YouTube/Generation Media, Oct 2013
Respect The Game…
RULE 2
“Be A Welcome Distraction”
Be A Welcome Distraction
Source: Agame, Oct 2013
Be A Welcome Distraction
Source: Agame/Generation Media 2013
Gaming vs Video: AW12 Average of 5.0% vs 3.1%
game/Generation Media 2013
RULE 3
“Fit In: Relevancy Is Key”
Sometimes ‘Fit In’ is Better than ‘Stand Out’
Source: photo originally published Daily Mail Sep 2010
Fit In: Relevancy is Key
Source: Generation Media estimates 2013
Girls Brands on Stardoll vs AW12 Average: 6.0% vs 3.6%
Fit In: Relevancy is Key If nothing fits…create your own! g
10,000s gameplays
Average dwell time: 2’ 30”
3,700
competition entries
Source: Disney Online/GM
RULE 4
“Make Engagement
Easy & Desirable”
Think Context, Breed Engagement
Direct Line Germany: Swipe Ad Responses increased by 9.2%
EA Sports FIFA 14: Rollover Ad No interruption to game
Source: AGame/Direct Line Germany
RULE 5
“Pay the Right Price”
Pay The Right Price
Vs.
5 Rules for Using Online Games to Sell Real World Products
1. Understand Your Consumer 2. Be A Welcome Distraction 3. Fit In: Relevancy is Key 4. Make Engagement Easy 5. Pay The Right Price
Steve Mullins, brand-e (Moderator)
Bas Seelen, Spil Games
Nadya Powell, MRY
Chris Kingsley, Rebellion
Kristien Wendt, Proelios
Martin Doyle, Generation Media
![Engaging with the global consumers - Future Forum Breakfast #2 [Mark McCrindle - McCrindle Research]](https://static.documents.pub/doc/80x56/556433dcd8b42a06138b4ead/engaging-with-the-global-consumers-future-forum-breakfast-2-mark-mccrindle-mccrindle-research.jpg)
