Brands are using computer games to drive business outcomes via customer engagement and profit and brand awareness. To tell us how they’re doing it, we’re joined by the CEO of Stirfire Studios, Vee Pendergrast.
Her company makes games for businesses, non-government organisations and government.
Here are some key take-outs:
- The gross product of the gaming industry is more than $110 billion worldwide. It’s bigger than Hollywood. And almost everyone is a gamer – not just the people who might fit the stereotype.
- A game in this context is “content plus mechanics”. Gamification is taking game-related mechanics (such as virtual reality and apps) and processes and applying them to other things.
- Brands (and governments) are using games in various ways, from publicising safety messages to changing opinions.
- Winning at a game gives the user a little hit of dopamine; they feel good about themselves. That’s what keeps them coming back.
- If you do it right, and you measure it, you can achieve the outcomes you desire from the game, no matter the audience.
- Virtual reality is a compelling and convincing experience for your audience.
- Brands are trying to jump on the gamification bandwagon, but they need to hire someone who knows how to design games because many people don’t do it well. If there’s no “wow factor”, the game won’t work because it won’t drive repeat behaviour.
- What’s next? Mixed reality experiences that take on the existing world and add to the experience (unlike virtual reality, which is a manufactured experience).
On My Desk
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Recently the team met branding specialist Astrid Fackelmann to talk about “marketing’s unicorn”, the specialist generalist.
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