Insights From Game|On Showcase – How Games Engage Customers

Insights From Game|On Showcase – How Games Engage Customers
SHARE
THIS



There’s a reason brands have been lusting after gamification and at the Game|ON Showcase as part of the Vivid Festival in Sydney Jazz Ocfemia, OMD insights manager, went along and gives us all the goss on why it’s such a crucial marketing element.

As an obsessively digital native, gaming geek, and square-eyed YouTuber, it was only natural that I would instantly smack the like button for the opportunity to attend the Game|ON Interactive Games and Online Video Showcase last weekend.

It was the first event of its kind in Australia, uniting two interactive and innovative industries – the games industry for casual gamers, developers and experts, and the online video world for creators, brands and enthusiasts. This, and it also brought creators out from the other side of the screen and into the realm of their consumers. (I totally met ChampChong, Psylocke and Officer Jenny!)

Jaz2
Jaz3

*ahem* There was a lot showcased, and below are a few short form take outs from the intriguing and thought-provoking panel discussions and future-forecasting presentations:

Sweet, Sweet, Gamification:

The use of game mechanics, ‘gamification’, has now been around for several years and is still a key tool to engage customers.

Without a doubt, Candy Crush has been one of the most successful examples of gamification, and when you unwrap the enticing game packaging, you unveil a deliciously smart business model. This combination of a successful business framework with social and rewarding game mechanics has made Candy Crush what it is today – it is simple, familiar and habitual.

However, gamification is not a magic tool. Like many things, it should only be used when it is relevant and appropriate. One metaphor that Jennifer Wilson from The Project Factory sweetly used was that gamification is like chocolate sauce – it’s amazing, absolutely amazing, but it doesn’t go with everything – it’s divine on ice cream, but disastrous on blue cheese.

So when you find that framework, only layer on some game mechanics when it provides value and utility to the consumer.

Plugging Into The World of VR and AR

The VR (virtual reality) and AR (augmented reality) worlds are definitely hotting up with the announcements of a plethora of systems such as PlayStation’s “Project Morpheus”, Microsoft’s Hololens and the HTC Vive.

But one of the most intriguing and secretive developments has got to be Magic Leap’s work with the WETA Workshop (of Lord of the Rings fame). One of the issues with VR and AR, is that many technologies rely on you to view projections on a small screen or pane of glass (in the case of the now retired Google Glass), which usually results in ghostly or blurry images because the real world also brings in a whole range of light into your eyes.

Magic Leap, however, has been developing technology that reflects light into your retina, projecting sharp images that are indistinguishable from real world information.

Imagine this: before you even go up to talk to someone – seeing their tweets, events they have RSVP’d to and latest Facebook photos pop up around them in preparation for actual face-to-face contact. Or a Total Recall-esque product of curated virtual reality experiences developed by renowned film director, David Lynch (actually. freaking. happening!). The applications for film, gaming, travel and communications are fantastical yet close on the horizon.

Which all makes me think: What will be reality … when digital worlds are part of our reality? Will our analogue perceptions be intermixed with digital projections? And can it completely overtake our analogue realities? It’s a brave new world that will be exciting to explore.

The Future of Interactive Advertising

The current buzzword in advertising is definitely ‘programmatic’. However, it’s definitely not just a buzzword, but a seismic shift in the way we buy media today – with digital trading desks becoming more and more common and trusted for delivering premium inventory, and TV and out-of-home hot on its binary heels.

A common misconception around programmatic, though, is that communication will become procedural and robotic, with little room for creativity. However, this is definitely not the case – as Dany Milham from Data @ Ogilvy says, “programmatic can be creative because it is so targeted.” With the amount of data we can track and the specificity of how we can target, we must ensure messages remain relevant and engaging to our audiences when programmatically buying and not just broadly produced.

Media, advertising, and all activities in between are still going to be ideas-oriented, but can now be partnered with more efficient buying methods and all the rich data we can collect for data-driven optimisation and creation.

Please login with linkedin to comment

Discovery Communications

Latest News

Women In Media Profile: Zeina Khodr
  • Media

Women In Media Profile: Zeina Khodr

When B&T was offered to interview a lady named “Zeina”, we initially thought it was the warrior princess herself.

by B&T Magazine

B&T Magazine
39th AWARD Awards Winners Announced
  • Media

39th AWARD Awards Winners Announced

The winners of the 39th annual AWARD Awards were announced tonight in a celebration of the most outstanding creative communications work in the Asia Pacific region. The theme for the night was “Count Yourself Lucky” and didn’t disappoint with a record number of golds being presented. Held at Carriageworks as part of the Semi Permanent […]

Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine