Business gamification annevroegop

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Presentation about marketing games, game principles and how to get a business game in 5 steps?

Presentation about marketing games, game principles and how to get a business game in 5 steps?

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  • 1. *The Gamification of Business Anne Vroegop 17 October 2013 Bali Bungkus annevroegop@xs4all.nl
  • 2. UX/game designer www.annevroegop.nl annevroegop@xs4all.nl
  • 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. 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. 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. What was the first digital game? A) Tennis for two B) Packman C) Pong annevroegop@xs4all.nl
  • 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. What is a game? new story input/ interaction story story + input new story
  • 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. 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. Goals marketing games: Increase loyality Brand awareness Community building Increase conversion
  • 12. What have those people in common? annevroegop@xs4all.nl
  • 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. * A) They all feel heavy emotions B) They all bid on something C) They are all involved in a game annevroegop@xs4all.nl
  • 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. 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. 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. Some nice gamification examples http://vimeo.com/62023380 annevroegop@xs4all.nl
  • 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. 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. Discover best game principles /status Social/
  • 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. 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. 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. 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. 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. * http://www.gameonlab.com
  • 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. 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. * 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. 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. connect Start with a muffin  Something is complete  Build something Collect something Reward: it’s green and complete
  • 33. *
  • 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
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  • 37. * annevroegop@xs4all.nl
  • 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. 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. 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. 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. 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. 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. Thank you! Give your email to receive presentation. Anne Vroegop www.annevroegop.nl annevroegop@xs4all.nl