Yes we know, everyone has predicted that 2016 will be the year of VR. Despite of this, the sales of premium VR headsets have been sluggish as pointed out by MIT technology review. But what we believe is that 2017 is the perfect year to start working with mobile VR games content and experimenting with new VR ad formats in your brand and/or content marketing…
Already tired of reading: Play our brand new multiplayer VR Game by 3doo.
…and here is why:
As mentioned in the blog post after f8 2016, where Mark Zuckerberg announced the news around Oculus Rift VR development, the reach of mobile VR factors were higher than True VR – at least factor 4 according to Jesse Schell, of Schell Games.
In his VR games talk at GDC, Jesse forecasted that by 2017, 32 million mobile VR headsets would’ve been purchased. His projections indicate that VR headsets sales would double every year, reaching the 2 Billion mark, as early as 2023 (he differentiates between Gamer VR and consumer devices, which he calls Mobile VR). Brands will sponsor VR native-content, leaving ample opportunities for product placement and non-intrusive ad forms.
But the real True VR or Gamer VR numbers end up quite different than predicted.
The most obvious answer is accessibility. The $800 Oculus Rift with Touch controllers requires a desktop computer approaching $1,000 (or more) to run, as does the $700 HTC Vive. Only dedicated PC gamers are likely to own a compatible system already – TechnologyReview.
So, it is crystal clear that the cost is prohibitive right now. On the other hand, Google Cardboard, Samsung Gear and Google Daydream become more popular than predicted. According to reports, the amount of monthly active users (MAU) of Gear VR alone surpassed 1 Million already in summer 2016.
So as a company who is experienced on the combination of marketing and gaming, we focused on reasons for mobile VR games not being a mainstream hit.
And we came up with 3 core reasons:
- Bad usability
- Need of installation
- Quality of the content
Also industry experts and leading VCs in the AR/VR space confirm that these are the core obstacles:
2017 will be the year of Mobile VR. I hope people will get past the two biggest barriers for VR, which is a lack of content and game experiences and of course the price barrier. – Shawn Cheng, principle at Vayner/RSE – early investors in Oculus, source: VRV 2016
Mobile VR will dominate in the mainstream. It’s going to get to the point where it is just as high quality as what we have for PC VR now, and it’s going to become True VR.” – Stephanie Llamas, director of research and head of VR/AR strategy at SuperData Research, source: VRV 2016
By taking these 3 cores in our focus, we started working on this issue to maintain a sustainable choice for marketers whom are in the need of an effective VR marketing tool. As a result; we have developed a technology and content which helps marketers to overcome all the 3 barriers.
1. Usability Solution: Adding 360/3D fallback to overcome usability issues
We know from our experience with Toywheel in the early mobile AR/VR market, that solving the onboarding experience has to be as easy as a child can get. So thus, we have added an option to every game that allows to run in 360 degree/3D fallback mode. This helps people to discover the possibilities and the working habit of VR even if they do not have any glasses to experience.
2. Need of Installation: Mobile VR html5 technology to get rid of app installs
We already knew that with the current power of html5 technology, we can achieve native-like experience in web based games. So we used this know-how and combined with VR and gave user a chance to experience VR on any mobile device without any operation system limits. Our VR games can work fluidly on iOS, Android, Windows and other platforms on any type of browser.
Mobile VR ads formats
The success of Pokémon Go, which dominated the 91bn dollars mobile games industry in 2016, demonstrates that to achieve great success with new technologies like augmented reality or virtual reality you have to actually think simple. At Gamewheel we already offering the most popular 2D casual game mechanics, which you can simply edit, brand and share through our platform. So we thought, why could not we do exactly the same with VR technology in the advertising space.
Branded VR Game: World’s first Web VR Game Ad campaign
Why not to bring the most original and truly addictive casual game invented by Atari to VR first? Click play below to try the VR multiplayer pong.
How does it work? You need to look up/down or tilt your head left/right to steer the racket which you have to hit the ball.
The advantage of this casual game is that it’s very easy to brand in the most effective way. Have a look how our first branded Web VR Game Ad campaign for the super cool app 3doo looks like:
You can play this game on your own or share it with your friends via messenger and then play against each other, wherever you’re, independently of the mobile device you use and in 3D or VR if you have a cardboard at hand. This is all made possible by our powerful Web VR Game engine, specifically optimized for high-performance multiplayer gaming ad campaigns. This Web VR Game Ad runs even in any interstitial banner… isn’t cool or have you seen multiplayer banners already before?
VR Game branded experience
Audi’s VR experience invites you to drive cars in a sandbox. Remember how much fun you had playing in the sandbox as a kid? With handfuls of toy cars and a wild imagination, you could create your own mini world of dunes, jumps and turns that required some serious driving skills.
In what Audi is calling “Enter Sandbox,” the real-time VR experience combines a physical installation with an immersive driving simulator, letting you test-drive the new Audi Q5 on a sandbox track you just made with your own hands.
VR Game with Brand/Product Placement
We already launched a successful driving game in AR with Toywheel, so we thought we not to repeat the success in virtual reality domain? We’re planning to launch a VR multiplayer driving game to advertising new car models. The unique part of such VR game is, there are a lot of places for different brands. The game offers level to brand, car to brand or even billboards in the game are all available to brand.
With Gamewheel Partner Network we already started collecting what our partners like Trivver and Vire.co need and how we can come up with the perfect solutions for their need on our platform. For example the partner – Trivver from LA – is working on an SDK-based approach of delivering product placements into the VR (and also 3D) games.
Jointly with Trivver we’re able to deliver VR ads on scale. How does it work?
Bidding: Digital publishers list their 3D generic content to be replaced by branded items on the ad exchange, and brands then bid on the advertising opportunity.
Product placement: The product is displayed in the immersive environment and appears in the consumer’s smart tab, an interactive screen that houses content all brands have placed in the viewer’s environment. The smart tab allows the consumer to learn more about a brand, download discount coupons and see shop locations; the information is presented in a non- intrusive way.
Targeting and predictive analytics: Advertisers use analytics to better target their audience, putting the ads that are most applicable in front the consumer, based on that consumer’s actions, in real time. Advertisers are provided with analytics reports on viewability metrics, user engagement metrics and user data (behavioral patterns and psychographic and demographic information). The information can be used to create an even more personalized experience for the consumer.
Last, but not least – you can also run simple VR game experiences or gamified banners. We already have lots of experience running 2D Game ads or Playable ads – what prevents us from putting the VR game into a mobile ad banner?
So, don’t you want to be on another reality too?
Let’s be a part of 2017, the year of mobile VR games!
Finally, we are saying goodbye to 2016. This year has been like a rollercoaster for all of us. It had some amazing ups, also had some very hard downs. But we never lost the spirit and we know that neither did you. We believed in us, believed in you and believed in the positive thinking.
And at the end of the year when we look back, we see a very successful year. Here are some highlights from our 2016.
On December 23rd we have reached another milestone: #3000 game has been created using Gamewheel platform. And the 3000th game is created by our GPN partner Zanox to advertise the awesome Momox app.
4 campaigns with Burger King
Many awesome brands like Oracle, Paramount, Pizza.de / Delivery Hero, T-Systems and Deutsche Bahn started using Gamewheel this year. We especially proud of the continuous collaboration with Burger King and their creative agency setup. Behold; here comes the latest “Halloween campaign success story”
Please Welcome: Gamewheel Partner Network (GPN)
At last but definitely not least, we’ve launched our Gamewheel Partner Network with 15+ awesome selected partners like Vizeum / The Story Lab, Zanox and Splicky / Jaduda! Also interested? Why don’t you drop us a mail?
We know that success is something that you always follow and also we know that we owe part of this success to you.
We wish you a Merry Christmas and a Happy New Year!
Thank you for being there with us on this journey where we opened all the doors one by one! Speaking of opening doors, here is what Gamewheel is all about (our Adventskalender):
Merry Christmas & Happy New Year!
Your Gamewheel Team
Let’s chat about instant games today!
Ready Player One
If you know the book, you just smiled. If you did not know the book, you should.
Ernest Cline’s Ready Player One is one of our company’s “holly book”. It gives the glimpse of a very near future and show us that gaming can change the world.
Now, that near future is arriving. We have VR and AR, so called as “The Last Medium” by Chris Milk.
And we have games in Facebook Messenger by this week.
We said before; “Playing games is a serious business”, and apparently things getting more and more serious.
By the announcement of Facebook Instant Games, HTML games will be shifting gear up, so welcome to our world!
This announcement means a lot for us, a lot for our product. It opens the door for us to embed our gamified mobile ad games inside messenger, and we can say that in very near future all the other social media channels will join up.
We will see what future will bring up but it is clear that gaming is taking a whole important new role in marketing area.
So player 1, are you ready to play games with your friends in WhatsApp groups? Because we and our brands are!
If you haven’t met Gamewheel yet, now is the perfect time to start gamifying your online ads without any code knowledge. With Gamewheel’s next-gen Content Creation Platform you can easily create your own gamified content.
With Gamewheel you can generate leads, improve CTR, boost online sales, improve brand awareness, entertain your target audience and … many more exciting result that will add value to your marketing strategy! Check out how Burger King, Oracle and Paramount are leveraging Gamewheel.
Now, Gamewheel team is offering a great opportunity to everyone. With this 30’ webinar, our experts team will walk you through all the steps of content creation. Collect your Free Eventbrite ticket and join our session on 29.11 from 03.30 until 04.00 pm for German speakers or from 04.30 until 05.00 pm for English speakers. Pick up the one that suits you the best!
Click on here for a link of your Eventbrite free ticket.
It’s the most beautiful time of the year! Santa Claus visited Gamewheel team earlier this year to share some of his magical tricks in building Christmas games!
So, we are proud to announce that we have everything you need for your Christmas campaign. A list of 10+ Christmas mini-games are available for you to jingle your Christmas Marketing Carols. From the beloved Adventskalender to Christmas Collector, Santas Scratch Card, Bouncing Elf, Christmas Gift Catcher, Gift Stalker and Christmas Gremlins.
You can build your entire Christmas campaign through Gamewheel wizard. Firstly, sign-up to create a Gamewheel profile – in case you haven’t done it already – here. Then, pick up your favourite Christmas design and easily create your own Christmas Game adding your personalized features. Hohohoho!!!
What is impressive about Gamewheel is that previous programming knowledge is not required. You can just link the code you’ll get of your Christmas Game with any existing landing page or special Christmas offer you have; plus it is possible to integrate it across all your communications channels like social media, mobiles, in-app, or even AR/VR features. As for the costs, you can just start with 1000 free game plays and pay us per play as you go or get in touch with firstname.lastname@example.org in case you’re planning a major campaign.
Make this Christmas special to your target audience! Boost your sales, advance your marketing goals and impress with your CTR! This Christmas you have everything you need by Gamewheel,the first complete self-service online platform for Gamified Ads.
“The future’s in the air
I can feel it everywhere
Blowing with the wind of change”
When legendary band Scorpions released “Wind of Change” in 1991, a lot of people agreed on the fact that it was a good song but so few could guess that it would be –wait for it- legendary.
In 1991 we didn’t have social media. Or internet. Or even mobile phones. We were not “connected” and “digitally evolved”. But we had one thing: Games.
Sometimes Games appeared in the shape of a black box called as Atari, sometimes a small light grey box called as “Gameboy”, before that we had “Gamewatch” and even we had “Game”- “Watch”. And last but not least, as you can guess, arcade stores.
A lot of people agreed on the fact that it was a good way to spend time but so few could guess that it will be,…legendary.
The games were not impressive if you compare them with today games but those small games were achieving a huge mission: Making youngsters social.
We were socializing through these small games. We were making tournaments, sharing our games, playing together. It was the first glimpse of what social media will be.
Then when the internet era started, those small games were suppressed by massive MMO games and PS, Xbox consoles and you know the rest. “Gamers” were a niche group, mainly focusing on games with high graphics and deep stories.
But suddenly something unexpected happened. With the invention of “App Store” and with the rise of Facebook, games became more and more reachable and easy to play. Your 64 years old mom started one day cultivate carrots and the other day she crush candies.
Thanks to the rise of mobile, smart phones and tablets; age barrier collapsed, easy-to-play games became a new way of spending quality time. And more than just spending time, it started a social hype. We were sending lives to each other or asking money for the cows. Games were once again socializing people. But this time not only for the youngsters, but for everybody.
The Wheel of game started spinning.
And that’s where we, Gamewheel joined the game.
Gamewheel founded by this vision:
“Games will become a new communication medium after video to connect physical and virtual realities in the mixed-reality world.”
Is this absurd?
What if I told you 10 years ago that you will be communicating without talking, not even typing but only sending some static or looped moving images?
Or that you will share your feelings to thousands of people that you actually don’t know with small illustrated sad and crying faces?
We believed in this future and we knew that communication means talking, talking means offering, offering means advertising, advertising means marketing.
And this means business. Serious business.
While everybody was in the hype of video ads, we were claiming that future is in game advertising.
Now everyone is excited about the Facebook Messenger & King game. Having a game inside message chat screen is getting serious than ever and people are looking for some ways to do it.
And here we are, with our Cuuura campaign where a brand game worked flawlessly in Kik Chatbot. Yes a game in a chat screen.
So in Gamewheel, even with an experience of VR from 1994 on board, and faith from our hearts, we are always taking our steps further or quicker or faster. We are strengthening our connections with major companies like Facebook each and everyday and with new games, new ideas, and as a result new partnership doors will be opening very soon.
If you read this and have come this far and if you’ll ever think of making a VR game in a chat screen, an AR game working in a banner, an addictive HTML games for your campaign or something just innovative and functional, you know how to find us:
Trick or Treat?
Our latest campaign of Burger King for Halloween 2016 is just released! Believe us it is scary, spicy and yummy! To play the game is simple, but the whole experience is unique. You can find the game within Burger King app and start playing it by downloading the Burger King app here.
The challenge: Burger King released three special Halloween Whopper editions. We had to create a gamified story-lined mobile campaign to engage with target audience, increase sales and generate leads. In addition, the campaign had to be linked with social media influencers that would offer some hints for the game. Special discount coupons and a mind blowing secret event had also to be part of the creative gamified content. Tough brief, but one of a kind “mixed-reality game experience” by Gamewheel SaaS tool and gamification platform!
Well, if you really want to know the way, keep reading, as we are definitely going to make you say…Whoohh!
The game: Burger King Halloween game is a classic skill, in-app game and is based on three easy steps that the player should follow: Scan –Play- Win. Three different game scenarios with different challenges and mechanics are applied on the game. The player controls a mummy who must collect as many coins as possible and finally reach the exit to the next Burger King restaurant. Each of the 3 levels are set in different environments: “Underworld”, “Red Forest of Horror” and “Black Haunted House”.
Scan: Every Whopper comes with a unique QR code that the player can scan in Burger King app to start the “Halloween Let’s Play” game.
Play: The levels must be played in sequence, starting with the Entry Level and then moving onto the Red and Black.
Win: Players of all levels win discount coupons for Burger King products. In addition, after the completion of Burger King’s special form they can win 1 out of 50 double tickets for a secret event that takes place on October 29th. The concept of the event will combine elements of the game in 4D and will be a lifetime experience for the 50 people that are lucky enough to receive a double invitation.
Bonus Ember- codes: In order to trigger more excitement about the Halloween in-app game, 1000 magic ember-codes have been created that when scanned, will immediately unlock all levels of the game. These ember-codes will be distributed via key persons hidden in secret locations in Berlin, München, Köln, Hamburg, Leipzig, Wiesbaden and Hannover. So keep your eyes open and spot these hidden treasures that can be scanned and used up to 100 times!
So, are you ready to #GamifyYourself in this Halloween Burger King Game?
What I Learned in dmexco 2016
This year I was at dmexco (Digital Marketing Exposition & Conference) 2016 as an exhibitor first time in my life with Gamewheel. It was quite an experience to be there as an exhibitor but not as a visitor. But I didn’t just sit and wait, instead spent my time with collecting some knowledge and here are my learnings from dmexco.
Exhibitor vs. Visitor
First things first. Being an exhibitor is far more exhausting. Spending the 2 days in a row from early morning till the late night is something that requires energy.Being a visitor can be fun and more comfortable but being an exhibitor gives you the chance to discover all the halls and booths without crowd.It is hard to make new friendships if you are a visitor. But if you are an exhibitor, you are having so many “BFF”s for 2 days 🙂
This years motto was “Pure Business”. And at the end of 2 days, I want to shake hands of the fella who came up with this phrase because it was totally bullseye. dmexco was full of business.
It was all about experience. VR and AR were the sexy topics but the real issue were PaaS and SaaS providers.
Seems that ad blocking and the need to find a way around this resulted as the birth of so many startups with the claim of “finding a new and unique innovative way” solutions which were, to be honest, almost identical.
Cloud was another big player. So many cloud companies came up with offerings like a dozen different types of packages.
Where the Frak are Creative Agencies?!
It was a big shock for me to see -or maybe I should say not to see- none of the digital creative agencies in dmexco. Or worse, none of any advertising agencies. There was a lounge for ad agencies, called as “Agency Lounge”, that was it. HAVAS was the overweighting company in the lounge, but that was it.
Lounge for Agencies.
Dentsu was there and they acted more likely as the media agency but their message was to the point.
Sum of dmexco, sum of future
Only Digitas LBi was holding the doors as a “Marketing Agency” with creativity and media assets.
Meanwhile there were like DOZENS of media agencies, and the “Big Guys” were there, embracing the digital era.
More surprisingly, the “usual suspects” were there, as expected, but they were acting as a “media platform” instead of a search engine or social networking platform. Yes, Facebook, Google, Twitter, Yahoo, Bing, Vice, Spotify, Tumblr etc. Everyone was there. And they were positioning themselves like “media agencies” not any type of social platform. Even Adobe! They were there to show that they are the best friend of media agencies.
Big bosses were there; WPP, Publicis. But their creative and advertising branches were nowhere around. Imagine a conference where one of the opening talk is “Sir Martin Sorrell of WPP in a conversation with Jack Dorsey of Twitter” and none of the WPP agencies -despite media agencies- were there.
There was only 1 other gamifying ad company at the whole dmexco and it was not even a platform like us. Our approach with Gamewheel Creatorhad a magnetic effect on the visitors because there were no really creativity. I mean, of course there were creativity all around but not in a visual way. Mostly solution based. When we put on something which combines solution AND creativity, it was a blast. That gave me more hope about our future, we really may lead the way.
So the results,
Yes this is me and this is my “The Results” shot.
What I learned from this view is, if it will go like this, future is going to be written by media agencies, service providers and solution partners. This may sound boring and yes I know it is very nice to say that creativity is sexy, but to be honest business is grey suit, not the red night dress.
Every company trying to reserve a place in the future must reposition themselves and embrace the new way we are leading.
Mad Men era was good, but now we are entering the Mad Code era.