Tag Archives: video games

Prediction: Perceived Personalization

Written by: Eric Fransen
Bookmark and Share
Bookmark and Share

It was sometime between my first battle with an Uruk captain and overthrowing my first war chief that I realized something was special about Middle-earth: Shadow of Mordor. While the gameplay itself was fantastic, it was something in particular about the game’s enemies that struck me. Each Uruk had a unique name, appearance, and set of weaknesses, strengths and fears. Each Uruk had its own personality that was only present in my game. If I fell in battle to one, he made sure to let me know the next time I saw him — in alarmingly specific detail.

This is all thanks to Monolith’s Nemesis System. What the Nemesis System has managed to accomplish is something extraordinary — and noticeably lacking in many other of its AAA game brethren: perceived personalization. It wasn’t a matter of going after these Uruks because the game said I had to — I went after them because I wanted to. For sweet, sweet vengeance. It was no longer purely a game mechanic. It was personal. It was as if I KNEW the Uruk and he existed purely to antagonize me and make my life more difficult. All of this made it that much more satisfying by the time I was able to exact my revenge by parting his head with his shoulders.

So what does this all have to do with digital marketing? Everything.

You see, Monolith has stumbled onto something utterly brilliant. Mechanics that go a long way in making you, the consumer, feel like you’re having a completely unique experience. At its core, the Nemesis system is essentially a bank of possible names, attributes, personalities and sound bytes that combine to form randomly created characters. But it’s how it all comes together to form a cohesive experience that’s where it really shines.

You could apply this same logic to attributes in product design, custom web experiences, or experiential events. If you feel like you’re the first and/or only person to experience something, how much better of an experience is that compared to a one-size-fits-all approach? By creating something truly unique, you’re creating social currency and empowering your consumers to speak on your behalf.

But why perceived personalization? Isn’t it just personalization? Yes and no. Yes, the experience is unique and personalized to me, the end user. But where I see the differentiation is the fact that it’s unique without any additional input from either the development side OR the user side. It’s a highly sophisticated automated system that makes me FEEL like it’s built specifically for me. That’s the magic. And something I believe we are going to start seeing even more in 2015.

Headlines & Stuff

Written by: Christy Wise
Bookmark and Share
Bookmark and Share

Here are some cool things we read about this past week:

YouTube in Talks to Purchase Game-Streaming Network Twitch for $1 Billion
YouTube could be purchasing Twitch, the largest video game live-streaming network for $1 billion. According to sources, the deal will be an all-cash transaction. Twitch averages 45mm unique monthly viewers with a million gamers broadcasting their own content. Twitch has become fully integrated with XboxOne and Playstation 4 consoles, allowing players to stream and watch content from their televisions.

LinkedIn Now Shows How Your Profile Ranks in Your Network
LinkedIn announced this week that is expanding on the Who’s Viewed Your Profile section with a new feature that shows how your profile ranks compared to others at your company and to everyone you’re connected with on the social network. The ranking is based on the number of times your profile has been viewed during the previous 30 days.

Facebook Adds Audio Matching to Get You Posting More About TV
Facebook announced a new feature  this week that uses a phone’s microphone to identify a show or movie airing on one of 160 TV channels. Then, if users wish, it pre-populates a post with the name of the movie or TV show, identifying TV shows’ specific season and episode so friends can avoid spoilers. The service can also identify songs and start a post with the title of the song plus a 30-second snippet.

Pinterest Unveils New Tech to Become More Measurable For Brands
Now open for business with new ad offerings, Pinterest has taken the long-awaited step towards making itself more measurable to brands. The social network is finally opening up its business insights API, letting a small group of developers who build software for marketers tap into intelligence about how pins are performing across its network of 30 billion. Now brands on Pinterest can learn which of their products are most popular across the network, what type of images are being shared and liked the most, and which pins are driving the most traffic and sales via services like Percolate and Spredfast that they may use to manage their social presences on other social networks.

Facebook is Reportedly Preparing to Take on SnapChat with a New Messaging App
Facebook is planning an effort to take on Snapchat with the upcoming launch of ‘Slingshot,’ a new a standalone app apart from Facebook Messenger. Slingshot is also said to be different form Snapchat in that users tap or hold a friend’s profile picture to send a photo or short video clip, which can be viewed only once.

Global Social Media

Facebook Adds Video Ads Internationally
Facebook is expanding its new video ads beyond the U.S. to countries including Australia, Brazil, Canada, France, Germany and the UK. The international launch comes two months after Facebook introduced the 15-second video ads that play automatically in user feeds with the sound muted until clicked on.

Noteworthy Campaigns

AMC’s New Drama Premieres on Tumblr – 2 Weeks Before TV
AMC released the premiere episode of its newest drama, Halt and Catch Fire on Tumblr, AMC.com and video on demand this week, two weeks before the show makes its broadcast debut. It’s not uncommon for TV shows to debut digitally before they appear on broadcast cable, but this is notable because its the first ever TV series premiere on Tumblr. This is also the first time AMC has premiered a show on a social media platform. AMC sees synergy between Tumblr and the show, which depicts  renegade computer programmers working out of Texas in the early 1980’s. AMC will also be launching a branded network Tumblr page that will be integrated into AMC.com.

Stats of the Week

Written by: Digitally Approved
Bookmark and Share
Bookmark and Share

Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what we learn with you in these posts.

Video Games
Globally, the gaming industry is expected to bring in nearly $100 billion in sales, while the Hollywood box office is only anticipating $10.8 billion in revenue.

Source: Mashable

Demographic Shifts
The Millennial generation is expected to outspend Baby Boomers by 2017, yet retailers underestimate the size and purchasing power of this consumer, according to a new research study unveiled today by Berglass + Associates and Women’s Wear Daily. The study, “What Happens When Millennials Get the Wallet,” found that retailers do not fully understand the needs of Millennials and are employing business strategies and tactics that do not apply to this customer.

  • Approximately half of respondents are unaware that Millennials are expected to outspend Baby Boomers annually within five years.
  • Millennials rely most on their friends to make buying decisions, yet more than a quarter of respondents mistakenly believe that online advertising is the number one influencer of millennials’ purchasing activity.
  • Of the executives that were surveyed, more than 30% are CEO’s or Presidents, who plan to significantly increase their digital leadership over the next three years.
  • 60% of respondents are not conducting any research or analysis of the Millennial customer.
  • Only 36% of respondents from companies with both physical stores and e-commerce sites offer a seamless customer experience, yet Millennials expect the channels to be integrated.

Source: Berglass & Assoc. + Women’s Wear Daily

Holiday
This year is the shortest online shopping season since 2002, costing retailers $1.5 billion in potential sales

Online SalesSource: Adobe

Mobile Social App Use
1 in 3 smartphone users use Instagram
1 in 10 mobile phone users in the US are Snapchat users. Source:

Source: Pew

Top Website Traffic Drivers
Pinterest is a better driver than Twitter and Facebook drives 1 in 10 content views to websites

2013_11_01_PinterestSource: Shareaholic
Above Chart by Statista: http://www.statista.com/topics/1164/social-networks/chart/1549/social-traffic-sources/

Stats of the Week

Written by: Digitally Approved
Bookmark and Share
Bookmark and Share

Every week we compile lots of interesting stats here at Fanscape. Here are some we thought we’d share with you from this past week:

Women Playing More Video Games

According to a report released this week by the Entertainment Software Association (ESA):

  • 45% of the entire game playing population are women
    • and they comprise 46% of the most frequent video game purchasers.
  • Women 18 and older make up 31% of the video game-playing population
    • while boys 17 and under represent only 19% of today’s gamers.
  • 58% of Americans play video games and there are, on average, two gamers in each game-playing household.

A complimentary report from Magid Advisors states:

  • 70% of women between the ages of 12 and 24 play video games.
  • 61% of women between the ages of 45 and 64 also play games,
    • compared to 57% of men in the same age group.
  • 45% percent of smartphone owners play games on their phones regularly
  • 69% of tablet owners play games on their tablet regularly.
    • The spike in mobile gaming has sent the market for paid smartphone downloads up 122% year-to year and paid tablet downloads up 105% year-to-year.
  • Close to 70% of all Americans play some kind of game either on the Web or on their smartphones, computers, tablets and consoles.

Source for above stats from USA TODAY article.

Just for Fun

On this day in history: June 14

  • 1834 – Isaac Fischer Jr. patented sandpaper.
  • 1900 – Hawaii became a U.S. territory.
  • 1943 – The U.S. Supreme Court ruled that schoolchildren could not be made to salute the U.S. flag if doing so conflicted with their religious beliefs.
  • 1961 – Boy George from Culture Club born.
  • 1965 – Paul McCartney recorded “Yesterday.”
  • 1987 – The Los Angeles Lakers won the NBA title by defeating the defending Boston Celtics.
  • 1988 – Kevin McHale (aka Artie from Glee) born.

Source: On This Day