Saturday, March 5, 2011

5 Things You Probably Didn't Know About Pac-Man

Five things you never knew about Pac-Man

(Reposted from Yahoo!)
By Chris Morris
Having been a part of the pop-culture landscape for over 30 years now, Pac-Man is a pretty familiar character.
He has adorned cereal boxes, been the star of a Saturday morning cartoon program and appeared on virtually every gaming platform to have ever been released.
That's not just systems from Microsoft, Sony and Nintendo. It also includes essentially every cell phone that has a screen, long-dead portable systems and plug-and-play devices for your TV. Along the way, the little pellet-muncher has built an empire that has allowed publisher Namco-Bandai to survive the worst the economy could throw at it.
But even the most well known icons have their secrets. This week, at the Game Developers Conference in San Francisco, Toru Iwatani, creator of the game, offered a postmortem on the industry's biggest franchise-and told a few tales most fans have probably never heard.
Here are the five most surprising:
The point of the game was to attract girls
While today's player is slightly more likely to be male, gaming in the late 1970s was pretty much exclusively a men's club. Iwatani wanted to change this, creating something that could appeal to both women and families, he says.
"The reason I created Pac-Man was because we wanted to attract female gamers," he says. "Back then, there were no home games. People had to go to the arcade center to play games. That was a playground for boys. It was dirty and smelly. So we wanted to include female players, so it would become cleaner and brighter."
Each ghost had specific orders
When you play the game, it might seem as if the four ghosts are actively chasing you. That's not exactly true. Iwatani intentionally avoided programming them with that purpose, since that would have resulted in Pac-Man zipping around the screen with four ghosts always right behind him.
Instead, it's only Blinky, the red ghost, who doggedly pursues you throughout the game. Pinky, the pink ghost (naturally), simply wants to position itself at a point that's 32 pixels in front of Pac-Man's mouth.  The blue ghost, Inky, is seeking to position itself at a similar fixed spot. And Clyde, the orange ghost, moves completely at random.
Because the player constantly has Pac-Man on the go, however, the ghosts are always changing direction and trying to achieve their goal, which adds to the challenge of the game.
What, exactly, does Pac-Man mean?
You may have heard the story about how a pizza with a missing slice inspired Pac-Man's design. But it turns out the game was designed entirely around food.
"I thought about something that may attract girls," says Iwatani. "Maybe boy stories or something to do with fashion. However, girls love to eat desserts. My wife often does! So the verb ‘eat' gave me a hint to create this game."
That theme continued with the game's name. In Japanese, "puck puck" is akin to the U.S. saying "munch munch". So the original name - Puck-Man - translated as "Munch man". (A savvy Midway Games official changed it to Pac-Man when the game hit the U.S. to discourage vandals from shaving off part of the "P," thereby creating an obscene word.)
The missing puzzle piece
Pac-Man was designed to be as simple as possible, to attract a wide audience. The limits of technology in 1980 made this a little easier to achieve. Iwatani says he's happy about this now, but at the time, there was one more thing he wanted to add to the game.
"I wanted to have a shelter and it would move up and down," he says. "When the ghost comes, the ghost would be pinched by the shelter which would disfigure the ghost." 
The ghosts were almost just one color
It's kind of hard to picture Pac-Man without the brightly colored ghosts today, but when the game was being developed, Iwatani says he was pressured hard to change that.
The president of Namco ordered him to make the ghosts a single color - red, to be precise - since she believed players would be confused that some ghosts, perhaps, were Pac-Man's ally.
Iwatani refused the order and on questionnaires to the game's testers, asked if they would prefer a single color ghost or four. Not a single person wanted the single-color option. That ultimately convinced the president she was wrong.





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Homer Nievera Business Development. Digital Marketing. Social Media.
http://homernievera.net

Thursday, March 3, 2011

Online publishers sign MOU for standard metric system to gauge performance

By Karen Boncocan
INQUIRER.net
First Posted 11:53:00 03/03/2011

MANILA, Philippines – Frontrunners in the industry of online publication have signed a Memorandum of Understanding (MOU) for a standard metric system to gauge their performance.
Six online publishers agreed on Monday to acquire a third-party standard metric system, which according to

Paolo Prieto, president of INQUIRER.net, was a "bold move" aimed at raising advertising spending for the industry.

Those part of this collaboration were Inquirer Interactive, Inc., GMA New Media, Inc., ABS-CBN Interactive, Inc., PhilStar Global Corp., Summit Publishing Co., Inc., Philippine Entertainment Portal, Inc., and BusinessWorld New Media, Inc.

The host of the event, GMA's Edna Belleza, said that talk of creating a standard metric system began five months ago when the six leading publishing companies started meeting regularly. She added that this collaboration among online publishers was relevant to the times, and that the MOU signing formalized their commitment to the progress of the industry.

This development "heralds new and exciting times" to Connie Nolasco-Lopez, managing director of ABS-CBN Interactive, who said that online media was making progress even thought it was before "perceived a platform that is nice to have; a poor cousin to traditional platforms of television, radio and print." Online media, said Lopez, has the global reach and the “growth of access and the increasing amount of time people are spending online," has added to its relevance.

Prieto pegged the number of internet users in the country at 30 million but said that advertisers needed concrete data to base their decisions on placing advertisments. This was where Australian third party standard metric system Effective Measure came in.

Effective Measure analyzes impressions and page views, providing advertisers with the information they need to decide where to place their investments.

To Vergel Santos, Businessworld's executive editor, their collaboration with Effective Measure showed "their seriousness... to heed certain standards."

Summit Publishing and PEP president Liza Gokongwei-Cheng said that Effective Measure would provide "transparency in presenting data as publishers to advertisers using a common standard."
Like the other online media executives, Kevin Belmonte, president and CEO of Philstar.com expected great things from the collaboration, saying "finally, we will have a credible, accurate measurement of our business, across the industry."

GMA Network chairman Attorney Felipe Gozon said Effective Measure would ensure that advertisers would get a "credible standard by which they can judge where to put their money."

Belmonte explained that the move would be beneficial not only to the publishers and advertisers but to the readers as well.

Gary Libby, the Philippine Daily Inquirer's vice-president for Information Technology and Pre-Press and INQUIRER.net’s chief operating officer said that data from Effective Measure would be assessed by April.
Russel Conrad, Regional Director for Effective Measure Southeast Asia, said the MOU signing was special as it was the first in the region.

Other executives who witnessed the event were Philippine Daily Inquirer (PDI) president and chief executive officer Sandy Prieto-Romualdez, PDI chairman Marixi Prieto, Philstar.com chief operating officer Rose Anne Belmonte, GMA New Media president and chief operating officer Judd Gallares, and Businessworld executive editor Arnold Belleza.
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Homer Nievera Business Development. Digital Marketing. Social Media.
http://homernievera.net

Is Print Dead?

At the dawning of each digital revolution, the question still: "Is print dead?"

I vote a solid "NO." Print, in the form of newspapers, magazines books and journals are still alive albeit fighting for attention in many markets globally. Throughout the years since the birth and commercial use of the Internet, the demise of print has always been predicted to happen. Today, roughly 15 years since, print is still a media force and major information resource worldwide. Usage may be dwindling in developed countries but in Asia, where Internet penetration is still weak, print is still getting enough attention to draw decent advertising revenues. 

EMarketer estimated that online ad spending grew 13.9 percent in 2010 to 25.8 billion dollars while spending on print newspaper ads estimated a drop of 8.2 percent to 22.78 billion dollars globally. "The bad economy has actually accelerated the shift to digital advertising," eMarketer chief executive Geoff Ramsey said in his blog last year. He added, "Online ads -- especially search ads -- are increasingly seen by many marketers as a more reliable bet than print ads, which are often difficult to tie to a measurable financial result."

Realistically, however, in the Philippines, where digital advertising was thought to consistently grow 10% year-on-year since 2008, I only estimate the same 1-2% actual media ad spend versus total ad expenditures budgeted for 2011. This is roughly the same figure since at least 2 years ago. The only shift in digital media budgets happens when major sites move about in terms of Alexa rankings. This mirrors the poor education of many so-called digital marketers who try hard to cross the great divide from traditional media.

Don’t get me wrong. I have been in print and digital media longer than many. That revolution is coming and some would say it is already here. But the “tipping point” has yet to occur, especially in Asia.

News gathering and the cultures that move journalists, magazine and book writers hasn't really changed. The only things that have really changed are the ways materials have been delivered and processed. News is now delivered faster to the desks because of new technology. E-Books abound while Amazon's Kindle has been increasingly selling more each year. So just like any other product or service, technology has simply changed or added a way for us to consume information.

I know a lot of young people born in the age of cellphones and the Internet who read newspapers online but still buy printed magazines and devour printed books. How did Harry Potter and the Vampires become monster hits in movies? There is a different pull in terms of feel and experience that the print brings. It won't die. At least not in the next 20 years. It's not a fearless forecast. It's being practical. You can't scan all the books currently in libraries fast enough in 20 years. Even an act of Congress wouldn't pass fast enough to have everything digitized.

So as you read this blog entry electronically, you can soon reach for that newspaper or some paperback and relax for awhile, either in a lounge or a coffee table. Love those glossies, huh?



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Homer Nievera
Business Development. Digital Marketing. Social Media.
http://homernievera.net

Tuesday, March 1, 2011

Email Marketing: Triggered email nets 75% of referral program signups

by Adam T. Sutton, Senior Reporter, Marketing Sherpa

SUMMARY: Customer referrals are a powerful way to pull in more sales and leads. Some companies offer rewards, but you can push results even higher with a few simple tactics.

See how this consumer electronics company sent an automated email to encourage new customers to refer their friends and contacts. This email generated 75 percent of all registrations in the referral program.

CHALLENGE

Marketers at Roku, a video-streaming device for television, knew that word-of-mouth helped push sales. About 25 percent of their customers said they had first heard of the company from a friend or family member.

"Our goal was to try to increase that because word-of-mouth and referrals are one of the most cost-effective ways of acquiring customers," says Lomit Patel, Senior Director, Direct Marketing, Roku. "Even if they don't translate directly into sales, it helps create a positive image and a positive awareness of Roku."

In response, Patel's team launched a great referral program. It offered rewards to customers who sent referrals via email, Facebook or Twitter. But the team needed to get more customers to participate.

CAMPAIGN

Patel planned to send triggered emails to Roku's newest customers to ask if they'd like to tell their friends about the product. Email would be central to the program's promotion.

Here are the steps his team followed:

Step #1. Establish a program and relevant rewards

Customers could visit Roku's referral landing page to suggest the product to friends via email, Facebook, Twitter or another channel. The page generated a customizable default message and referral link. Each link included a tracking code which tallied sales made through each customer's referral.

Roku tested several different rewards to offer. Once Patel's team realized that more than 80 percent of Roku's customers were also Netflix customers, they settled on free one-month Netflix memberships.

- No limit on rewards

Customers received coupons for a free month of Netflix for every sale made through their referral links. There was no limit on the number and rewards were not based on the number of referrals sent.

"The program really started to go forward after we changed the reward structure," Patel says.

Step #2. Design referral landing page

The referral landing page had two goals:
1. Get customers to register in the referral program
2. Get customers to send referrals

After arriving, visitors were shown an overlay that requested their first name, last name and email address. Once information was submitted, the overlay disappeared to reveal the referral page (see creative samples below).

The referral page emphasized the Netflix offer as well as:

- Email form

Visitors could type contacts' email addresses or import them from a Hotmail, Yahoo!, Gmail or another email account. Recommended text for the email was included and could be removed or altered. The text:

"Try Roku - Brilliant device for streaming HD Movies from Netflix! My link gets you 10% OFF the Roku XDS."

After visitors clicked "send," the system generated emails for all listed contacts and included the referral link.

- Other sharing buttons

Visitors could use the page to share similar messages on Facebook, Twitter and Blogger. A unique referral URL was also offered, which visitors could copy and paste anywhere they preferred.

Step #3. Design email for new customers

Roku needed a systematic way to encourage new customers to send referrals. The team designed a triggered email to automatically reach out after a purchase (see creative samples below). The email included:
o Image of a TV with Netflix on it
o Large text: "Get a free month of Netflix for each friend who tries Roku"
o Description of three steps to getting rewards
o Button to visit referral landing page

- Test the timing

Roku has a 30-day money-back guarantee and Patel's team wanted to avoid asking for referrals during that period. Likewise, he did not want to wait too long to send the email, since customers would likely discover the program through Roku's other channels.

The team tested sending the email after three different periods: 35 days, 40 days and 45 days after purchase (results are below).

Step #4. Promote in additional channels

In addition to the automated email to new customers, Roku promoted the referral program in the following areas:

- Launch emails

The automated emails described above would not reach Roku's older customers. But older customers still needed to be kept in the loop.

The team twice promoted the referral program in dedicated emails to its house list. It sent the first email at the program's launch, and the second about three months later. These emails were similar to the program's automated messages.

- Email newsletters

Roku's monthly email newsletter typically reserved its upper right-hand portion to advertise for the referral program.

- Links on website

Links to the referral program were also included in Roku's website footer and in a button on the website's "reviews" section.


RESULTS


"Email has been the biggest way to promote this," Patel says. "The newsletters definitely help, but these individual emails after purchase have had the most effect."

After launching the referral program:

o 75% of registrations for Roku's referral program are driven by the triggered emails to new customers

o 30% more customers report that their decision to purchase Roku was influenced by a friend or family member

o 5% of all Roku customers participate in the referral program

By testing, Patel's team discovered that sending the triggered emails 45 days after purchase worked best. The results of those tests:

Forty-five days after purchase:
o Open rate: 33.4%
o CTR: 14.7%
o Conversion rate: 22.4%

Forty days after purchase
o Open rate: 23.7%
o CTR: 12.1%
o Conversion rate: 17.7%

Thirty-five days after purchase
o Open rate: 19.8%
o CTR: 6.4%
o Conversion rate: 13.5%

- Page tweak surged conversions

After these tests, the team tested a change to the referral landing page. Instead of using an overlay to request visitors' names and email addresses, visitors arriving from these emails had their information pre-loaded into the form.

This increased conversion rates for these emails to 55 percent, Patel says.

- Emailed referrals beat social referrals

Of all the channels through which customers could send referrals to contacts, referrals sent via email drove 70 percent of all sales in the program, Patel says.

"Our customer demographics tend to be in the 30s to 50s range, and that could indicate why they are more comfortable using email versus using social media."

Source: Marketing Sherpa

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Homer Nievera
Digital Marketing, Social Media
http://homernievera.net