*The Gamification of
Business

Anne Vroegop
17 October 2013
Bali Bungkus
annevroegop@xs4all.nl
UX/game designer

www.annevroegop.nl
annevroegop@xs4all.nl
* Step 1. Learn how to play again…
Step 2. Discover best game principles
Step 3. Fill in the game canvas model
Step 4. Def...
We are Homo ludens
(Playing people)

- Play is a principal element of culture
- Play is not “ordinary” or “real” life.
- P...
Learn again how to play…
* Practise what you preach: try to play more
often.
* Tip: create a list of favorite
games/gamifi...
What was the first digital game?
A) Tennis for two

B) Packman

C) Pong

annevroegop@xs4all.nl
What was the first digital game?
A) Tennis for two
(1958)
B) Packman
(1980)
C) Pong
(1972, earliest arcade video game)
ann...
What is a game?
new story

input/
interaction

story

story + input

new story
Game design is…
…the game development process of
designing the content and rules of a game in
the pre-production stage. An...
Marketing games are…
* Voting games
* Online games
* Quizzes
* Guerilla games
* Puzzels
* Gambling games
* In-game adverts...
Goals marketing games:

Increase loyality

Brand awareness
Community building
Increase conversion
What have those people in common?

annevroegop@xs4all.nl
A) They all feel heavy emotions
B) They all bet on something

C) They are all involved in a game
annevroegop@xs4all.nl
*

A) They all feel heavy emotions
B) They all bid on something

C) They are all involved in a game
annevroegop@xs4all.nl
*

Gamification is…
…the use of game thinking and game
mechanics to engage users in solving
problems. Gamification is used...
Why is gamification working?
A) Internal motivation: users like to do a
task, they want to develop themselves
during the p...
Why is gamification working?
A) Internal motivation: users like to do a
task, they want to develop themselves
during the p...
Some nice gamification
examples

http://vimeo.com/62023380

annevroegop@xs4all.nl
Fitbit Flex
$ 100,1. Set a goal (steps, calories, or distance)
2. Live your day
3. Watch LED lights to show how you're sta...
Step 1. Learn again how to play…

* Step 2. Discover best game
principles
Step 3. Fill in the game canvas model
Step 4. De...
Discover best game principles

/status

Social/
Discover best game principles
Already an idea to do something with
gaming?
> Apply all game principles on your
idea, and s...
How Bol.com could implement
more game principles:

• Status: Write 10 reviews and receive a „good
review badge‟.
• Reward:...
How Groupon could implement
more game principles:

• Status: Buy 5 restaurant coupons and you'll
receive a good taste badg...
Step 1. Learn again how to play…
Step 2. Discover best game principles

* Step 3. Fill in the game canvas
model
Step 4. De...
Fill in the gamification model canvas
1.
2.
*
*
*
*

Write down a nice game concept (A4) (Try to mix
analoque&digital game...
*

http://www.gameonlab.com
Step 1. Learn again how to play…
Step 2. Discover best game principles
Step 3. Fill in the game canvas model

* Step 4. De...
Define levels of engagement
Think in levels of engagement if you are designing
your business game. Each level has it‟s own...
*

Define levels of engagement
Level 1: Trigger
First change a visitor into a user, for example by
registering for your ne...
Define levels of engagement
Level 2: Like it
Your user is now turning into a buyer of a product
bought in your store.
Crea...
connect
Start with a muffin 

Something is complete 
Build something

Collect something
Reward: it’s green and complete
*
Define levels of engagement
Level 3: Love it
Your buyer becomes a loyal customer.
He/she is sharing or recommending your p...
*
*
*

annevroegop@xs4all.nl
Step 1. Learn how to play again…

Step 2. Discover game principles
Step 3. Define game canvas model
Step 4. Define levels ...
Step 5. Test and play
Make sure what you need to test

Make your own cards/badges/points or use old game boards elemen

Pr...
Conclusions how to make a
business game

Do's

* Allow users to make comments, generate product
lists, view related produc...
Conclusions how to make a
business game

Do’s

* If you create a brand story, add drama to it and
game principles
* Stop w...
Conclusions how to make a
business game

Dont's

* Don't use high-end technology, it's not necessary
(avoid 3d environment...
Some inspiration for you
* Create a service/tool. Try to combine your brand with game
apps for mental/emotional/spiritual ...
Thank you!
Give your email to receive presentation.

Anne Vroegop
www.annevroegop.nl
annevroegop@xs4all.nl
Business gamification annevroegop
Business gamification annevroegop
Business gamification annevroegop
Business gamification annevroegop
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Presentation about marketing games, game principles and how to get a business game in 5 steps?

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Business gamification annevroegop

  1. 1. *The Gamification of Business Anne Vroegop 17 October 2013 Bali Bungkus annevroegop@xs4all.nl
  2. 2. UX/game designer www.annevroegop.nl annevroegop@xs4all.nl
  3. 3. * Step 1. Learn how to play again… Step 2. Discover best game principles Step 3. Fill in the game canvas model Step 4. Define levels of engagement Step 5. Test and play
  4. 4. We are Homo ludens (Playing people) - Play is a principal element of culture - Play is not “ordinary” or “real” life. - Play creates order, is order. Play demands order absolute and supreme.
  5. 5. Learn again how to play… * Practise what you preach: try to play more often. * Tip: create a list of favorite games/gamification elements and find out why you enjoyed it. annevroegop@xs4all.nl
  6. 6. What was the first digital game? A) Tennis for two B) Packman C) Pong annevroegop@xs4all.nl
  7. 7. What was the first digital game? A) Tennis for two (1958) B) Packman (1980) C) Pong (1972, earliest arcade video game) annevroegop@xs4all.nl
  8. 8. What is a game? new story input/ interaction story story + input new story
  9. 9. Game design is… …the game development process of designing the content and rules of a game in the pre-production stage. And the design of gameplay, environment, storyline, and characters during production stage. (Wikipedia) It‟s about creating behaviour and emotions with rules for a specific time and place. annevroegop@xs4all.nl
  10. 10. Marketing games are… * Voting games * Online games * Quizzes * Guerilla games * Puzzels * Gambling games * In-game adverts * Contests * Memory games * Viral marketing games annevroegop@xs4all.nl
  11. 11. Goals marketing games: Increase loyality Brand awareness Community building Increase conversion
  12. 12. What have those people in common? annevroegop@xs4all.nl
  13. 13. A) They all feel heavy emotions B) They all bet on something C) They are all involved in a game annevroegop@xs4all.nl
  14. 14. * A) They all feel heavy emotions B) They all bid on something C) They are all involved in a game annevroegop@xs4all.nl
  15. 15. * Gamification is… …the use of game thinking and game mechanics to engage users in solving problems. Gamification is used in applications and processes to improve user engagement, return on investment, data quality, timeliness and learning. (Wikipedia) annevroegop@xs4all.nl
  16. 16. Why is gamification working? A) Internal motivation: users like to do a task, they want to develop themselves during the participation. B) External motivation: users are participating to win something, to grow their status or getting nice rewards. (this is not dealing with the task they have to do) annevroegop@xs4all.nl
  17. 17. Why is gamification working? A) Internal motivation: users like to do a task, they want to develop themselves during the participation. B) External motivation: users are participating to win something, to grow their status or getting nice rewards. (this is not dealing with the task they have to do) annevroegop@xs4all.nl
  18. 18. Some nice gamification examples http://vimeo.com/62023380 annevroegop@xs4all.nl
  19. 19. Fitbit Flex $ 100,1. Set a goal (steps, calories, or distance) 2. Live your day 3. Watch LED lights to show how you're stacking up.
  20. 20. Step 1. Learn again how to play… * Step 2. Discover best game principles Step 3. Fill in the game canvas model Step 4. Define levels of engagement Step 5. Test and play
  21. 21. Discover best game principles /status Social/
  22. 22. Discover best game principles Already an idea to do something with gaming? > Apply all game principles on your idea, and see how it works… What can I do with….
  23. 23. How Bol.com could implement more game principles: • Status: Write 10 reviews and receive a „good review badge‟. • Reward: For every product you reviewed, you receive points and lift in the ranking. • Social: Ask the community what the book of the month is. annevroegop@xs4all.nl
  24. 24. How Groupon could implement more game principles: • Status: Buy 5 restaurant coupons and you'll receive a good taste badge, which you can share via social media • Reward: If you buy often in one specific category, next deals start faster (you are the first!). • Social: Invite your friends to buy a deal together annevroegop@xs4all.nl
  25. 25. Step 1. Learn again how to play… Step 2. Discover best game principles * Step 3. Fill in the game canvas model Step 4. Define levels of engagement Step 5. Test and play
  26. 26. Fill in the gamification model canvas 1. 2. * * * * Write down a nice game concept (A4) (Try to mix analoque&digital game concepts) Be clear about your targets: Increasing sales? Increasing conversion (from users to customers)? Increasing user loyalty? Increasing the number of users who access the store? 3. Think about nice rewards to extend the feel of a game by offering e.g virtual credits. Badge-based gamification works well because users are proud of their achievements. 4. Happy with the concept? -- > Fill in the gamification model canvas annevroegop@xs4all.nl
  27. 27. * http://www.gameonlab.com
  28. 28. Step 1. Learn again how to play… Step 2. Discover best game principles Step 3. Fill in the game canvas model * Step 4. Define levels of engagement Step 5. Test and play
  29. 29. Define levels of engagement Think in levels of engagement if you are designing your business game. Each level has it‟s own game principles. User comes to your site Level 1 Trigger Level 2 Like it Level 3 Love it
  30. 30. * Define levels of engagement Level 1: Trigger First change a visitor into a user, for example by registering for your newsletter or by some fun little games on Facebook. Always start with an easy participation. Increase loyality building Brand awareness Community
  31. 31. Define levels of engagement Level 2: Like it Your user is now turning into a buyer of a product bought in your store. Create the right balance between frustration and boredom. Give rewards on right moments. Show the user where she is in her journey. Increase loyality Brand awareness Community building
  32. 32. connect Start with a muffin  Something is complete  Build something Collect something Reward: it’s green and complete
  33. 33. *
  34. 34. Define levels of engagement Level 3: Love it Your buyer becomes a loyal customer. He/she is sharing or recommending your product to others. Your buyer is a fan of your brand, and likes to play again and again with your products or service. Status, Expectations and Social collaboration are important Community building Increase loyality Brand awareness Increase conversion
  35. 35. *
  36. 36. *
  37. 37. * annevroegop@xs4all.nl
  38. 38. Step 1. Learn how to play again… Step 2. Discover game principles Step 3. Define game canvas model Step 4. Define levels of engagement * Step 5. Test and play
  39. 39. Step 5. Test and play Make sure what you need to test Make your own cards/badges/points or use old game boards elemen Print it Play it, evaluate with your target group and make improvements
  40. 40. Conclusions how to make a business game Do's * Allow users to make comments, generate product lists, view related products, write reviews, etc. Then you will have a large number of actions available to “toy with”. * Content generation helps you to better position your online store and attracts new users * Encourage users to invite other users to your store: get only discount together. Give discounts to 'top inviters'. * Give users internal and external motivation
  41. 41. Conclusions how to make a business game Do’s * If you create a brand story, add drama to it and game principles * Stop with sending information (broadcasting), start dialogue with users, do user research and try to define users needs. Then come up with services and tools that they can use in their daily lifes. * Try to look for win-win collabaration with partners * Get inspired by nice games
  42. 42. Conclusions how to make a business game Dont's * Don't use high-end technology, it's not necessary (avoid 3d environments) * Don't make just one single game. Give gamification an important role in your entire brand identity. * Avoid too much marketing/sales in your game.
  43. 43. Some inspiration for you * Create a service/tool. Try to combine your brand with game apps for mental/emotional/spiritual growth. * Think different: http://www.youtube.com/watch?v=l1xtip-kv5w * Collect opinios and play with it. (vote etc) * Build a mobile game easily in Game Salad http://gamesalad.com * Build a interactive story easily in Meograph http://www.meograph.com * Think out-of-the-box
  44. 44. Thank you! Give your email to receive presentation. Anne Vroegop www.annevroegop.nl annevroegop@xs4all.nl
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