IN FOCUS article 5 Brands Pushing the Envelope in Gaming

This morning my new article 5 brands pushing the envelope in gaming is the IN FOCUS cover story for iMedia Connection.

The article is an in-depth review of innovative campaigns from Jeep, Doritos, Oakley, Hyundai & Coca-Cola as well as quotes & commentary from Chris Erb, VP Brand Marketing for EA Sports.

Mobile Gamings Potential For Brand Engagement via P4RC

Reaching mobile consumers is on the thoughts and minds of brand managers heading into 2012 and beyond. The challenge is to drive meaningful engagement across a highly fragmented landscape while providing a positive & relevant experience to the consumer.

Mobile gaming appears to be an ideal target for brand engagement as 70-80% of all mobile downloads are games with the average iPhone user spending 14.7 hours a month playing those games. Currently, 64.5 million people in the US played mobile casual games at least once a month. This will rise to 94.9 million in the US by 2014. Translation people are gaming via mobile.

Has anyone not played Angry Birds?

The issue at this point in time is that the current landscape is highly scattered with over 72,000 games in the Apple App store from thousands of developers and in-app advertising leaving many brands frustrated with their mobile engagement rates.

One newly launched service is looking to change the game by promising higher user engagement rates combined with positive brand associations. P4RC, Inc. is a new service that connects consumer brands to mobile users with a platform that converts user engagement in their favorite gaming apps into P4RC points, which can be redeemed for real-world rewards.

The basic premise is that players play games they are already playing and earn gift cards from top retailers just for playing.

The key for P4RC brand programs is the ability for brands to reach across multiple games and reward behaviors that users are already engaged in.

P4RC’s brand programs include sponsoring their “Race to Win” segments, which call for users to play and earn P4RC points within a period of time to redeem brand rewards as well as offers directly from brands.

Example of Race to Win

Example of Brand Offer

By sponsoring our Race 2 Win competitions, brands can be inserted into the mobile gaming experience in a manner that is actually relevant to that experience.  This makes the brand part of the fun rather than an unwanted intrusion, which is often the case with other forms of mobile advertising” said Jason Seldon, Founder & CEO of P4RC.

By integrating the achievement network completely within the game, the barrier of leaving the app for a mobile web experience is removed. The user is free to review current Race’s 2 win, redeem rewards and view their account all within the current app they are playing.

In the first week of launch, players have already redeemed their P4RC points for over $1,000 in rewards from brands such as Starbucks & Best Buy.

At launch, P4RC’s achievement network is currently tied to “Stop Those Fish“, which is currently featured by Apple as a New & Noteworthy app in the Apple App Store and announced a partnership with Eye Interactive to include the new P4RC rewards network in all Eye Interactive games.

P4RC is also forming key partnerships with mobile developers. “By adding the P4RC rewards network to their games, game developers benefit from a powerful marketing & customer retention engine that drives user engagement, resulting in an increase in game downloads and longer duration of game play.”

Services such as P4RC provide compelling incentives for brands and users alike by rewarding existing behaviors, socially enabling the experience and lowering the barrier of entry to participate across apps.

An Android friendly version of P4RC will be launching this Summer.

Thanks to Jason Seldon, Founder & CEO of P4RC for data included in this post.

15 Examples of Gamification & Brands

Outside of the recent flurry associated with Google+, the one term that has been top of mind throughout the digital space recently is gamification. Gamification is a term used to describe organizations using game mechanics to drive engagement in traditionally non-gaming products. There are examples of gamification everywhere in our daily lives and many brands are integrating game mechanics in unique and compelling ways all with the purpose of driving user engagement.

Below are 15 examples of Gamification and how brands are capitalizing on the trend.

Xbox Live | Achievements, Leaderboards | Microsoft struck a chord with traditional gamers when they first rolled out achievement points. Users can earn a certain amount of gamerscore by completing specific tasks or actions in game.  This simple addition had a profound impact on the space as nothing to date had motivated behavior to play titles beyond ones taste for specific genres while also creating an aggregate & visible record of your gaming prowess. Brands took note of the trend and the loyalty that users developed in their pursuit of gamerscore & bragging rights. I attribute the current craze of achievement based gamification to the success of Xbox Live & achievement points.

E.g. Gamertag

Foursquare | Rewards, Badges | Location based services such as Foursquare, Gowalla & Facebook Places have redefined game mechanics in non-gaming products. Users and brands alike have taken notice and Foursquare stands out with 10 million users on a platform that was built around solid game mechanics. Users can claim mayorships, unlock badges, receive special offers & rewards such as discounts to specific retailers while also tracking against friends via a leaderboard.

Examples of Foursquare Badges

Example of Foursquare/NFL Super Bowl Rewards

Example of Foursquare/Pepsi Reward from SXSW 2011

Foursquare leaderboard sponsored by Pepsi

Gowalla | Virtual Goods, Badges, Rewards | Like Foursquare, Gowalla has had an impact on brands by incenting location based check-ins while incorporating virtual item reward programs that then translate into physical goods.

Example of Gowalla badges/pins

Example of Virtual Goods/Physical Goods

GetGlue | Badging, Rewards | The gamification of entertainment has been growing significantly over the past year. Similar to how individuals check into physical locations with services such as Foursquare & Gowalla, now it is possible to check into entertainment destinations such as your favorite TV Show, Movie, Music, Video Games, etc… With players such as GetGlue, Miso, Philo and Tunerfish all vying for your entertainment check-in, each platform offers different mechanics but each is built on the foundation of game mechanics such as badging & rewards through various brand partners.

Example of GetGlue Sticker tied to TRON

Example of a GetGlue Reward that offered 40% off of Mad Men on Blu-Ray or DVD

Linkedin |Progress Bar | Linkedin offers a small example of gamification by incenting users towards 100% profile completeness with a progress bar that is visible while on the edit profile page. By providing a visual representation of your profile completeness Linkedin hopes to trigger behavior that drives us towards completeness.

Example of Profile completeness

SalesForce | Leaderboard, Achievements, Leveling | Salesforce has taken gamification to another level with this addition to the popular CRM platform. With Engage, Salesforce users activities within the system are tied to various game mechanics and offers direct competition with other users within their organization. By incorporating this level of competitive visibility organizations can capitalize on surfacing different behaviors and hopefully drive additional engagement with their systems.

Example of SalesForce’s New Gamification Dashboard

Mint | Achievements, Progress Bar | As discussed on Mashable, Mint is offering a Financial Fitness Score that is based on core game mechanics associated with task completion, progression & achievements. By taking an ordinary exercise and creating a casual gaming experience, mint is creating an opportunity to drive new user acquisition in a creative way.

Example of Mint Gamification

Example of Mint Point Acquisition

CheckPoints | Virtual Currency, Rewards | CheckPoints incents users to engage in retail settings via compelling game mechanics. Users are incented to scan specific products in exchange for CheckPoints which can then be exchanged as a virtual currency for rewards such as gift cards. Brands can create compelling programs with CheckPoints to drive retail activation and product engagement all based on gamification of the shopping experience.

Example of CheckPoints Scan for Tyson Chicken

Example of CheckPoints Rewards

Shopkick | Virtual Currency, Rewards, Contests | Similar to CheckPoints, ShopKick also offers incentives and game mechanics for users to engage with specific products. By incenting users with specific offers prior to entering a retail location, ShopKick users can then interact with those products in store and earn points which translate to virtual currency. ShopKick also incorporates a hyper geo-targeted approach to driving engagement as shown below. By rewarding behavior by simply entering a participating retailer, ShopKick can influence behavior via a game mechanic.

Example Geo-Targeted Gamification associated with Target

Example of ShopKick Rewards

Hallmark | Facebook Credits, Virtual Goods, Gifting, Sharing | Facebook credits have become the default currency tied to Facebook’s ever popular social games. Beyond the social game mechanics brands are leveraging Facebook credits to incent users to interact with specific content. Hallmark incorporates many game mechanics into it’s Facebook application the Hallmark Social Calendar.

Example Hallmark Social Calendar and Facebook Credits

Example of Hallmark Social Calendar Gifting

Example of Incenting engagement via Points

Starbucks | Leveling, Rewards | Starbucks has incorporated game mechanics into it’s popular loyalty program. By incorporating multiple levels and associated rewards & perks per level with a progression tracker, users are incented to continually engage with the brand.

Example of MyStarbucks Rewards

Nike | Achievements, Badges, Challenges, Rewards | Nike has redefined running with Nike Plus. The ability to track, share, challenge and interact with like minded friends & runners across the world has been wildly successful. By incorporating game mechanics throughout the program Nike is able to create an engaging experience that transcends the real world activity.

Example of Nike Plus Goals & Challenges

Example of Nike Plus Progress bar & Leveling

Buffalo Wild Wings | Trivia, Challenges | Buffalo Wild Wings has been adept at carving out their place in the social ecosystem. By leveraging powerful platforms like Vitrue and partnering with Scvngr, they have created an engaging social persona that has served them well with over 5 million fans on Facebook. In terms of gamification they incorporate trivia regularly into their wall posts as well as incorporating online challenges tied to rewards.

Example of a Buffalo Wild Wings program that incorporates Scvngr

Microsoft | Achievements, Contests | Ribbon Hero is a creative game mechanic driven tutorial now in Microsoft Office. By completing specfic tasks and challenges you can then integrate Ribbon Hero with your Facebook account to compare how adept you are vs. your friends.

Example Ribbon Hero

Image via Geek.com

American Airlines | Progression Bar | A simple game mechanic is used by American Airlines to visually represent your current elite status qualification.

Example of American Airlines mobile app

As you can see many brands are capitalizing on the trend of integrating game mechanics into their non-gaming product offerings to drive engagement. What are some other examples of gamification by other brands?

Largest Social Network on TV

I write a lot about social media, digital strategy & emerging technology. One of my favorite past times is console gaming via my Xbox 360.

With the recent release of Halo Reach and personally surpassing 100,000 gamerscore on Xbox Live, I wanted to write about how digital marketers can leverage the largest social network on TV to further enhance digital engagement.

TheBlackFin

With over 23 million users and an average of 4 million engaged daily Xbox Live is an incredible platform to execute digital strategies and tactics.

From branded avatar collections, product tie-in’s, promotions and sponsorships there are many opportunities for brands to leverage the sticky experience that Xbox Live provides.

This also goes beyond typical in-game advertising.  Having a truly engaged, socially connected fanbase that also associates closely with brands is a key factor when evaluating the platform.

This is one of the only times I apply my personal insight into a platform. When I am on Xbox Live I pay attention to brand promotions here moreso than any other medium. The reason being is that upon start up of the console I am presented with compelling content blocks that I choose how I interact.

I have found that I enter most if not all of the branded sweepstakes and I pay attention to when new branded avatar items are presented. And with more traffic than ESPN.com this is an ideal way to drive brand engagement.

Being a fan of the platform and a daily user, You don’t get to 100,000 gamerscore by not engaging almost daily, I have experienced the benefits and opportunities first hand.

So the next time you are looking for an ideal channel beyond traditional media and digital outlets don’t forget about the largest social network on TV.

If you are a brand manager interested in leveraging Xbox Live please contact me as I have a long standing relationship with various Xbox Live teams.
From branded avatar collections, promotions, advertising etc…

EA Skate 2 & Skate Reel

Of all of the projects I have been involved with over the past 3 years Electronic Arts O.G. Skate Reel initiative was by far one of my favorites. It was our first really large initiative with EA and it was very ambitious.

From the start there were a number of different variables that came into play. In-game video then sprayed to the web that enabled community members to rate each others creations across gaming platforms.

With a lot of teamwork between EA (Strategy & Content), our team and Blast Radius (Creative & UI) Skate Reel hit the web prior to the release of Skate.

As with all great things you knew a sequel was coming. Skate 2 hit stores on the 21st (Be sure to pick up your copy!!!!) but the new & improved Skate Reel for Skate 2 was pushed out early this morning.

This time around the UI has been tweaked, the transitions even smoother and I am once again blown away by the work of our team.

Here is the Skate 2 Team… Left to Right (w/ gamertags except for John Balod & MJ) … Deryl “Moonboy Dallas” DorsettJohn “I need a 360” Balod, Jon “BROOMdoom” Broom, Elijah “Prairie Racer” Hardin and me Tom “TheBlackFin” Edwards. Not pictured are Rich “RichMercer” Mercer and Mike ”MJ“ Johnson.

Skate2---Telligent-Blog

As for Skate Reel…. The site speaks for itself.

skate2-web

Major Nelson ROI

I have known Larry “Major Nelson” Hyrb for a few years now. Larry is the Director of Programming for Xbox Live. He has become the Face of the Xbox 360 and his blog is the first stop for avid gamers looking for the latest info on upcoming titles, Xbox Live updates and of course Larry’s blog cast’s. Larry has held this position since 2004 and the growth that both the Xbox Live network and Larry’s blog has seen over the past few years is impressive to say the least.

When Larry was evaluating platforms he was looking for a scalable blogging platform that would provide him with a direct line of communication with the consumer and put a face to the Xbox brand.  The explosive growth with Xbox Live has coincided with the traffic loads tied to Larry’s blog. He is now the de-facto reference for gamers looking for the latest information and the amount of traffic and comments that Larry receives is staggering for a single blog. No other gaming publisher or hardware manufacturer has the visibility or reach via a single employee that Microsoft and the Xbox Live Brand has with Larry.

One of the key ROI takeaways from Larry’s blog is that it is a powerful tool for optimizing SEO of user-generated content. According to eMarketer, annual spending on search advertising in the US is expected to decrease YOY until 2012 (when compared to 2007). The built-in SEO functionality of Larry’s platform helped grow visitors and members (17 million as of last week) by both direct and referred search. The other takeaway is the cost savings that are available to an organization or a brand by significantly decreasing the amount of spend on search advertising.

Gears of War 2 Today

I cannot tell you how excited I am that today is the day for Gears of War 2. I will be taking a break from my Fallout 3 side quests to get in some social gaming. I have my Special Edition copy in hand and will be firing it up later this evening. The enhancements to the Unreal Engine look outstanding. Be sure to pick up your copy today.

On a side note… one recent observation is the sheer size of some of the latest strategy guides tied to the new releases. The Fallout 3 special edition strat guide was 350+ pages and the GOW2 guide is 303 pages. Seriously I am all for occassionally referencing a secret location but let’s get these into wiki’s or some format that allows for quick searching of relevant items. E.g. I want to know the location of COG tag “X”… quick search through a strat wiki would net me what I need. Yes you can spend a lot of time searching online, etc… but I want info from the source in a similar format to the guide. Just a thought.

For more info on Gears of War 2 here is an early review I wrote a few months back.

See you online!!!

IMG_0214

New Xbox Experience Preview

Today the New Xbox Experience Preview (The Xbox Live Fall Update) was released to a small group of users to provide feedback on the upcoming NXE release on the 19th of November.

Thanks again to Major Nelson for adding me to the queue to review the NXE.

The Update prompts like any other and your system will cycle. Then it took another 12 minutes to download and for the update to process.

Process just ended…. now greeted with a “Welcome to the New Xbox Experience” message. The Xbox logo fades and an animated sequence executes. Then I am prompted to login with my user profile.

Now it is on to avatar creation. The system gives you a base set of options to customize your likeness. It is a fairly simple system and it looks like it will be built around micro-transactions moving forward. My Avatar is now complete with fin… (See Below)

NXE - Avatar

The rest of the experience is a nice addition to Live. The UI is slick and very easy to navigate. The Marketplace has been overhauled with some nice additions such as box shots for arcade titles and a more appealing flow than the previous lists upon lists of text.

My previous themes are still applicable and the gamerpic is still relevant as you have the option to use your avatar to post as your gamerpic.

The Video marketplace is where a big improvement was made. One of the big recent announcements is the support for NetFlix and HD movie content through Live. This will be a nice addition and allow for instant streaming of the latest HD movies.

The Friends area also received a nice treatment. You can view your friends avatars an get a nice boxshot of the games they are currently playing. You can also invite friends into an 8 person “party” session.

So far I do like the change. I was not sure how I would feel going to an avatar based system. But after giving it a go I have to say I am pleasantly surprised!

This is definitely a change for the better!

Pic of the NXE

NXE - Home

Game Review – Dead Space

Dead_Space-ishimuraOverview: When we first started talking to Electronic Arts (EA) about our platform powering the Dead Space pre-launch site I was hooked on the concept. Born from a rouge EA team, DeadSpace is a bold step forward for EA. It is a brand new IP and it is a true survival/horror title which has an M rating. When gameplay videos and art work were posted I knew this would be a game worth the price of admission.

Set in the distant future, Dead Space revolves around Isaac Clarke, a space engineer who works for the Concordance Extraction Corporation (C.E.C.), a company that operates giant mining ships throughout the galaxy. When the C.E.C. receives a distress call from the USG Ishimura (a “Planet Cracker”-class ship that destroys planets in order to extract valuable ore), Isaac and four other C.E.C. employees set out on the USG Kellion to rendezvous with the Ishimura in orbit above Aegis 7. Their assumption is that a mechanical failure is the only problem. At the beginning of the game, Isaac is seen repeatedly watching a video sent to him by his ex-girlfriend, Nicole Brennan, who is currently onboard the Ishimura.

Shortly after crash landing on the Ishimura flight deck, the crew of USG Kellion is attacked by hostile creatures called Necromorphs. These creatures reproduce by infecting deceased human bodies, violently mutating them into one of their own. Isaac escapes down an elevator and kills a Necromorph by trapping it in the elevator doors, but is separated from the rest of the team. At this point, Isaac, Kendra Daniels, and Zach Hammond are the only surviving members.

I really enjoy titles that I can become immersed in the back-story. DeadSpace offers those that want to go beyond the game to understand what led to the events on the Ishimura and the planet they were sent to crack. There is a DVD, Graphic Novel and the http://Noknownsurvivors.com micro site that will allow you to take your experience beyond your console.

Gameplay: The real hook for this title is around how you engage the necromorphs. The traditional “fill’em full of led” mindset just does not work and there is not enough ammo to go around so you have to strategically target the various, and I do mean various, limbs of the necromorphs. This is where the interface again is extremely efficient. You have laser guided targeting (Think Predator) that combined with Stasis can lead to quickly dispatching your would be attackers. And yes there is an achievement for using stasis 50 times on an enemy.

With this being a 3rd person shooter (Think Gears of War & Resident Evil) I cannot reiterate how smooth the interface is. The in-game assets (video, text, and audio logs) are managed through a holographic interface that moves with you so you are not slowed down. There is essentially not an onscreen HUD. Your health and stasis are built into the back of the main character’s RIG. This is one of the best titles I have played in recent memory. The graphics (Both PS3 & Xbox version) are simply amazing.

The environment also plays a significant role in the gameplay. As you creep down a dark corridor, lights flickering, sounds and moans emanating from the background, you can hardly see in front of you and then….. is just the norm in this title. It is an eerie sight to see a slow moving necromorph wandering in the distance then before you know it they are on you. There were a few times where I literally lost my head while walking into an area without being overly cautious. I recommend saving often (especially on the harder game modes). Similar to a vitachamber from BioShock, when you do happen to get decapitated, over-run, roasted, or lost in space due to a bad jump you will start from a pre-determined checkpoint close to a save point.

The gameplay is smooth, the game itself is all about objectives. From starting a Tram system to fixing communication relays, Isaac is an engineer after all be prepared for a large number of scavenger hunts. luckily one of the best features in the game is an objective marker. Simply hit R3, and you will often, and you will be on your way to your next objective.

There are many points in the game where you will encounter Zero Gravity and be forced to complete objectives while being attacked and trying to maintain some semblance of orientation. This leads to a very interesting element of gameplay as it becomes a 360 degree event. You will also reach decompressed areas of the ship which trigger your backup O2. I recommend upgrading your air capacity with your RIG as this is just as important as health in some areas.

The Boss Battles are not epic, although one is in Zero-G which makes it quite interesting but otherwise they are nothing out of the ordinary. What is frustrating are the times you will assume the ships cannons to stop asteroids and aliens. The controls are sluggish and the cannon tends to overheat quickly. Good luck pursuing the 50% hull integrity achievements x2.

Online: There is not an online mode available

Weapons: For mining tools they sure come in handy for taking out necromorphs. There are seven weapons in the game: Plasma Cutter, Pulse Rifle, Flamethrower, Line Gun, Ripper, Force Gun and the Contact Beam. Each is ideal for different scenarios. Use the flamethrower on small, fast enemies. For the big guys the line or force guns are good to have. The Ripper is my favorite weapon in the game by far… It launches a saw blade that you control to make quick work of your alien attackers. The Plasma Cutter is definitely a weapon that you can use in almost every situation. It has range, but is very efficient in close quarters. When it comes to upgrading your arsenal start with the plasma cutter. You will not be disappointed. In fact there is an achievement for completing the game with only the Plasma Cutter (40 points).

Similar to BioShock you do have some telekinetic abilities. Stasis allows you to freeze or slow down fast moving objects and enemies and you have Kinesis to grab and move objects. As the game progresses this is a core element to complete some of the puzzle elements of the game.

You have the ability to upgrade your RIG, weapons and kinesis throughout the game. This is done through Power Nodes which are found throughout the game or purchased through the store. The upgrades follow a Too Human approach of various node paths that you select to optimize your weapon to your liking. I always focused on Damage and Capacity while trying to max out one weapon at a time.

During gameplay you will more than likely locate a number of different schematics. They allow for increased armor, ammunition and health to be purchased through the various stores. Some of the schematics associated with your armor allow you to increase health and inventory slots which is very helpful. So far I have upgraded through to a level 6 military suit that looks like the captain from the Valor. This was awarded for completing the game and cost $99,000 in the store but it was well worth the price. (See images below)

Achievements: From an achievement standpoint you can collect anywhere from 500-700 points on your first play through. My first play through took 9 hours 38 minutes. I cleared 37 of 48 Xbox 360 achievements for 665 points and 22 trophies on PS3. The achievements follow a finish the chapter get points and kill x number of enemies with all weapons, etc…. It took roughly 5 days (9 hours to finish). There are also a number of secret achievements tied to boss battles and other interesting ways to engage with the environment and enemies.

Downloadable Content: I enjoy DLC that allows me to change the skin of my player. Especially with 3rd person based games. The DLC for Dead Space offers 2 new level 5 suits. The first was an exclusive Xbox Elite suit which offered a lighter gray & green visor combo. The second was the Scorpion Suit (one of my favorites outside of the military skin). This level 5 suit cost 200 Microsoft points and is red of course with a scorpion insignia on the back of Isaacs helmet.

Pros:

  • One of the best HUD experiences I have ever experienced
  • Stunning Visuals
  • Great environment (sound, lighting, ambiance) this a great game to play late at night with the lights off
  • Visually one of the best 360/PS3 titles to date
  • Objective Marker – As in Army of Two it is very helpful to know where you need to go
  • Zero Gravity – The zero gravity elements are executed to perfection
  • In-Game Assets – Takes the BioShock asset management and interface to another level with movable holograms
  • The Ripper… I love this weapon
  • One Button Health – Instead of pulling up the inventory, press X or Square (PS3) to use your lowest available health module
  • Strategic Striking – Instead of emptying your magazine into an enemy it is faster to dismember them
  • DLC – New Isaac Skins (Elite,  Scorpion)

Cons:

  • Errand Boy – It is a constant get this, go here, blow this up, hit this switch type of experience but that still does not detract from how well executed this game is
  • Melee Attacks are lacking.. by lacking I mean slow
  • Boss battles are average (Minus a certain battle in Zero-G)
  • Asteroids – This can be one of the most frustrating elements of the game. You will know it when you get there
  • Monologues – Certain characters like to “monologue” at certain points of the game. I would like to option to fast forward to the action

Rating:

Xbox 360 – 9
PS3 – 9.5

This is one of the best games that I have played on the PS3 to date. For the 360 this is one of my top 10 Xbox 360 titles. It is challenging (Especially on Impossible Mode), visually stunning and at some points will seriously surprise you. I would highly recommend it. You don’t need to be a fan of the horror genre to appreciate this title. Biowhat???

Level 6 Suit – Front

DeadSpace_Level6

Level 6 Suit – Back

DeadSpace_Level6back

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