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Why a mobile app could be the cornerstone of^your marketing plan Colin Cardwell 3RD SENSE

In this presentation Who are 3RD SENSE? The State of Play The Nike+ Story Benefits of a game based app How do you design a game? Case Studies

WHO ARE 3RD SENSE?

2001 300+ Projects

Game Designers

Games & Gamification

North Sydney Studio

THE GANG

You’re in good company

THE STATE OF PLAY

YEARS OLD

WHO’S

PLAYING?

AVERAGE AGE OF A ‘GAMER’

33 SOURCE: DIGITAL AUSTRALIA 2016 – BOND UNIVERSITY & IGEA

65%

GAME HOUSE HOLDS HAVE 3 OR MORE GAME DEVICES.

98%

SOURCE: DIGITAL AUSTRALIA 2016 – BOND UNIVERSITY & IGEA

OF HOMES WITH CHILDREN HAVE VIDEO GAMES.

90%

31%

OF PARENTS PLAY GAMES

PARTNERS PLAY ONLINE

WITH THEIR CHILDREN.

GAMES TOGETHER. SOURCE: DIGITAL AUSTRALIA 2016 – BOND UNIVERSITY & IGEA

35%

HAVE USED GAMES FOR WORK TRAINING.

61%

SOURCE: DIGITAL AUSTRALIA 2016 – BOND UNIVERSITY & IGEA

OF CHILDREN HAVE PLAYED GAMES FOR THEIR SCHOOL CURRICULUM.

AVERAGE TIME SPENT PER USER PER WEEK ON THE FLURRY PLATFORM Endless Runner Physics/Puzzle Racing Platformer Brain/Quiz Arcade Action RPG Shooter Social Turn-Based Sports Bingo Match 3/ Bubble Shooter Tower Defense Casino/ Poker Strategy Slots Card/Battle Solitaire Management/Simulation

NEUTRAL MALE

0

Source: FLURRY

20

40

60

80

100

FEMALE

120

140

160

So we know… • 

• 

VIDEO GAMES ARE AN ESTABLISHED PART

• 

MOBILE IS THE DOMINANT PLATFORM

OF OUR SOCIETY, EVERYBODY PLAYS

• 

GAMES ARE INCREASINGLY BEING USED IN

IN FACT MOST WORKING PEOPLE HAVE

SCHOOLS TO SUPPORT LEARNING – THINK

NEVER KNOWN A WORLD WITHOUT

ABOUT THE NEXT GENERATION

GAMES • 

• 

GAMES ARE INCREASINGLY BEING USED IN

DIFFERENT PEOPLE LIKE TO PLAY DIFFERENT

WORK TO SUPPORT LEARNING AND

TYPES OF GAMES

MOTIVATING OTHER BEHAVIOURS

THE NIKE+ STORY

MADE LIKE A GAME Nike used Game Design Thinking to make running more like a game A small device is placed in the running shoe collecVng your running data. It syncs with an iPod/ iPhone back to a central service. Once you have data you can keep score

THIS ENABLES… Performance tracking over Vme CompeVng with yourself CompeVng with others Leader boards Avatars Social media sharing

HOW DOES IT WORK?

GUESS WHAT? People run more Their shoes wear out more o\en So Nike sells more shoes They aJribute a global market share increase of 14% to Nike+

WHY THEY REALLY DID IT 18 million members willingly giving them contact data 18 million members willingly giving them behavioural data

That’s BIG DATA

AND WE KNOW IT WORKS!

BUZZ FUN (GOOD STATE)

BENEFITS OF GAMES AND GAMIFICATION

LEARNING

DATA INTERACTIVITY (3 SENSES)

ENGAGEMENT

REWARDING

HOW DO YOU DESIGN A GAME?

CAKE ANYONE?

Our Game design Process 1.  BRAND, AUDIENCE, OUTCOMES 2.  CORE GAME MECHANIC OR BUSINESS PROCESS 3.  RULES OF THE GAME 4.  INJECTION OF FUN

INJECTION OF FUN RULES OF THE GAME GAME MECHANIC BRAND AUDIENCE OUTCOMES

CHALLENGING FUN

EASY FUN

GOALS, STRATEGY, OBSTACLES, LEVELS

CONTENT, EXPERIENCE, EXPLORATION

4 TYPES OF FUN

PEOPLE FUN

CREATIVE FUN

COMPETITION, COLLABORATION, COMMUNITY

AVATARS, CUSTOMISATION, CHOICE

Our Game design Process 1.  BRAND, AUDIENCE, OUTCOMES 2.  CORE GAME MECHANIC OR BUSINESS PROCESS 3.  RULES OF THE GAME 4.  INJECTION OF FUN 5.  REWARDS ECONOMY

REWARDS ECONOMY INJECTION OF FUN RULES OF THE GAME GAME MECHANIC BRAND AUDIENCE OUTCOMES

YOU ARE NEVER FAR AWAY FROM YOUR NEXT REWARD

Our Game design Process 1.  BRAND, AUDIENCE, OUTCOMES 2.  CORE GAME MECHANIC OR BUSINESS PROCESS 3.  RULES OF THE GAME 4.  INJECTION OF FUN 5.  REWARDS ECONOMY 6.  THE STORY & PRESENTATION LAYER

THE STORY & PRESENTATION LAYER REWARDS ECONOMY INJECTION OF FUN RULES OF THE GAME GAME MECHANIC BRAND AUDIENCE OUTCOMES

Our Game design Process 1.  BRAND, AUDIENCE, OUTCOMES 2.  CORE GAME MECHANIC OR BUSINESS PROCESS 3.  RULES OF THE GAME 4.  INJECTION OF FUN 5.  REWARDS ECONOMY 6.  THE STORY & PRESENTATION LAYER 7.  INTERGRATIONS AND OTHER FEATURES

INTERGATIONS AND OTHER FEATURES THE STORY & PRESENTATION LAYER REWARDS ECONOMY INJECTION OF FUN RULES OF THE GAME GAME MECHANIC BRAND AUDIENCE OUTCOMES

WHAT ABOUT TECHNOLOGY?

YOU DON’T NEED TECHNOLOGY! But it helps

CASE STUDIES

IT’S WHERE WE PLAY NOW

TRACK ACTIVITY AND PERFORMANCE DATA

PLAY/LEARN ANYWHERE, ANYTIME

MULTI SENSORY EXPERIENCE

SCALE

USE DEVICE FEATURES

RE-USE

ITERATION

PROVIDE REAL TIME FEEDBACK AND REWARDS

CASE STUDY: DROP INTO MACCA’S

THE BRIEF •  Target Millennials (18-30) •  Drive them into restaurants •  Li\ social media acVvity •  Gather their data •  Link into Salesforce and Marketo for ongoing communicaVons strategy

PROJECT HIGHLIGHTS CLIENT: McDonald's Australia. PLATFORM: iOS & android (phone & tablet), web-based admin system. INTERESTING FACTS: #1 on App Store. One player played 10,247 times.

THE SOLUTION • 

It looks like a simple fun game

• 

Sits on top of a sophisVcated compeVVon plaeorm

• 

Has hidden depths

• 

Collect ‘coins’ to buy power ups

• 

Power ups increase chances of winning

• 

Redeem prizes in restaurant

• 

Bonus coins for checking –in

• 

Bonus coins available through code words on Social Media

• 

All data synced in real Vme

THE OUTCOMES •  On average, 32 plays per user •  800,000+ players •  Over 75% of players registered •  Got to No 1 in the App store

CASE STUDY: MY PHARMACY RULES

THE BRIEF •  Target Pharmacy Assistants •  Help them learn about Pfizer products •  Reward them for their parVcipaVon •  Gather valuable data PROJECT HIGHLIGHTS CLIENT: Pfizer PLATFORM: iOS & android (phone & tablet), web-based admin system. INTERESTING FACTS:

THE SOLUTION • 

Quiz based CompeVVon Plaeorm

• 

Rich strategy based quiz with power ups and bonusses

• 

PAs compete as a team against other pharmacies

• 

CompeVVons are based on a product

• 

Supported by learning content

• 

Bonus points for uploading merchandising photos

• 

Real and virtual prizes

• 

Full admin system

THE OUTCOMES • 

Highly engaged users month on month

• 

New direct communicaVons channel

• 

New subject for the sales reps to talk about

• 

Peak engagement at 8pm

• 

3 Industry awards and a global Pfizer innovaVon award



And finally…

Q&A