Les consommateurs sont surexposés à des messages publicitaires quotidiennement. Afin d’améliorer leur communication et son impact, les marques ont de plus en plus recours aux advergames. Mais quel est leur véritable impact ?
Viralité, réseaux sociaux et mobilité : des tendances 2011 qui se confirment en 2012 (Jeux en ligne : viralité, réseaux sociaux et mobilité: Viralité, réseaux sociaux et mobilité : des tendances 201...)...
GameSpot Sony: Free-to-play is "the most powerful form of democracy in gaming" GameSpot The free-to-play business model is one of the best examples of democracy in gaming because if players don't like what they're getting, they'll walk away, never...
Antoine NATTA's insight:
Interesting interview of Sony Online Entertainment president John Smedley.
Free-to-Play model gave to the customers a strong opinion power. None of video game editors could be 100% sure of the success of its applications. Therefor, it could represent a nonprofitable investment which could be huge for traditional model industries.
John Smedley believes that the Free-to-Play model is not going to replace the traditional one.
Today Domino's launched "Pizza Hero" a new semi-real-time advergame that challenges you to become just that, a Pizza Hero as you battle people from around the world to top the leaderboard.
Antoine NATTA's insight:
The Free-to-Play business model is a perfect business model for advergames (video game created by a company which is not in the video game industry, in order to promote the brand and products by entertaining the customers). In the past, producing and editing advergames were to expensive for companies which did not know how to create a profitable entertaining game with a good life time. Nowadays, with the applications' explosion, companies will be able to promote their brand and products, directly to its customers through Free-to-Play video games applications. This kind of application is much cheaper to produce than a video game on a physical support (In average, a Free-to-Play applications costs between 74 000 and 222 000 euros, while a video game sold on a physical support costs between 10 and 40 million euros according to Brian Reynolds, Zynga project manager) . What's more, a companies will be able to update in real time their advergames through internet, or modify it, if controversial issues emerged from it.
This article makes the distinction between the Free-to-Play and the Pay-to-Win.
In a Free-to-Play, an user could finish the game without paying for anything. The possible micro-transactions in this case, offer a panel of useless objects, which are graphically changing the game of the user's avatar. Those graphic modifications, don't have any repercussions on the difficulty of the game or of its game-play.
However, in order to make their Free-to-Play softwares more profitable, video game editors make sure that their games become more and more complicated, almost impossible. People call this kind of application : Pay-to-Win. Those difficulties create frustrations which push the users to pay for micro-transactions. They will must buy cheats or helps to make easier each level and to finish the game. This need to finish the game, or at least being better than our friends and acquaintances, is coming from the social networks where free-to-Play (or now Pay-to-Win) users will put their results and performances. It is an entertaining competition, but still a competition where everyone could be the best. Nowadays, 50% of the Free-to-Play users agreed with paying at least 1 euros per day in those applications used by 70% of the population.
So this innovative business model is having huge repercussions on the video game industry market. While the number of users is quickly growing through shares on social networks, this model become more and more profitable.
Advergame : un média appart entière. affiche advergame site. Pour toucher de nouveaux clients, les entreprises se tournent de plus en plus vers une communication plus ludique et plus attrayante et donc une communication ...
L’utilisation de ces mots a pris une réelle ampleur l’année dernière si bien que la frontière entre un advergame, la gamification et le social gaming devient floue. Mais une notion les relie tous : le jeu.
Qu'est-ce que la gamification ? Que représente ce marché ? Quels en sont les objectifs, les mécaniques, les atouts et les limites ? Comment réussir une campagne de gamification ? Avec quel budget et p...
Very interesting article which explains the benefits for companies to use video games as a marketing tools.
The games will create a community of users which will give many personal information at the mother company (Name, E-mail, Age ...). The company will be able to create new community areas (on social networks for example), and analyse in real time the opinion and needs (by sharing new projects and surveys for example). Those customers data will be embodied in the core process of the company, after its analysis through a data mining approach. The goal of this on-going process is to get a better understanding of the customers, and to be proactive by detecting in real time the news trends. The author shows that a video game is a good source of information and get people together.
In early March of this year Fireproof released the happy news that we've collectively sold 5.5 million copies of our mobile games The Room and The Room 2 since release.
Antoine NATTA's insight:
This article speaks about the negative aspects of a Free-to-Play video game.
Most of the time, when a customer buys a 70-euro video game, he commits to play this video game till the end of the campaign (or till the final level), even more. This high prices is linked to the high cost of production and edition of this king of video games based on graphical and control performances, to offer to their users an unique experience for hours.
Some famous video game editors have developed their Free-to-Play keeping this high quality level, and bet on the potential of micro-payments over the time.
However, most of the Free-to-Play applications usually have poor graphical and control performances, to make it as cheap as possible. Available for free, this kind of application doesn't represent any investment in the mind of the user. And most of them will be downloaded and used only once, before being uninstalled. The challenge is catching the customers into an attractive universe at the first utilization, and make sure that they will use it every day (daily rewards). If a video game is a success, it is going to be naturally shared through social networks, which could give to the application a good potential to make the buzz.
The current Free-to-Play issue is the overcrowding of the downloading platform where users are looking for their applications.
This article demonstrates how huge the Free-to-Play success is. Indeed, the big part of the population who were skeptics or against video games in the past, represent a minority nowadays. Because more and more people have got a smartphone, or a tablet, video game applications is the best response for 70% of the population, to the need of mobile entertainment. Free-to-play applications filled up the boring spare time of the common life (for example the in common transport, or waiting for something).
This article speaks about Candy Crush Saga, a famous Free-to-Play (Pay-to-Win) application.
This kind of software or application (Android or IOS), is available for free from internet. Anyone could download it, install it, and play without any limit of time (so it is not a lighter version of a another software that we could considered as a beta test or a demonstration).
The goal is to offer to the customers an entertaining software whose its levels become more and more difficult. This growing difficulties will create a frustration in the free-to-play users, who will be pushed to purchase some cheap helps (or cheats), to succeed each level and continue their progression of the game. Those transaction are called micro-payment, and usually cost between 1 and 10 euros.
The profitability is not based anymore on a simple transaction between a video game editor and a customer (through buying the box of game in a specialized shops or retailers). But the relation become stronger because their products are used everywhere and when ever the user wants (good answer to the need of mobility). The good number micro-transactions make this new business model more profitable and with a better life time. The editor is going to update to add contents and more more difficult levels). As an example, Candy Crush is a Free-to-Play and offer 1 or 2-euro-micro-transaction to help the customers to finish some hard levels. The daily Candy Crush turnover is around 600 000 euros, and the editor isn't anywhere near finished adding new contents.
What's more, the video game editor is getting many information about its customers through created accounts, which are necessary to download for free those applications. Free-to-Play software enable editors to collect data from their users, in order to understand what they succeed too easily and what is too difficult. Editors adapt and balance their software's difficulties according to their customers' data analysis, to avoid converting the frustration into abandon.
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