+1             PLAY          CONSULT                           CONCEPT   ING                             +2maandag 15 augu...
Gamification                           What is it and how can organizations and brands benefit from it?maandag 15 augustus...
Kahlil Gibran                           Your children are not your children.                           They are the sons a...
Our Vision...                • Branding, Marketing and Advertising these days is a brand new                       game co...
Our Proposition...                                    1                           PLAY   CONSULT                          ...
Content                1. Definition                2. Game-elements                3. Example: Trash Can Run             ...
1/5: Definition                    Gamification = use of game mechanics to achieve organizational                    and b...
2/5: Game-elements             1. Objective             2. Variables             3. Rules of Play             4. Flow (as ...
2/5: Game-elements             1. Objective (a goal, purpose, meaning, ...)                    Each game has one or multip...
2/5: Game-elements             2. Variables                    We are provided with variables that help to achieve our goa...
2/5: Game-elements             3. Rules of Play                    Although it sounds strange, rules make playing fun     ...
2/5: Game-elements             3. Rules of Play                    If there are no rules, there are no boundaries and peop...
2/5: Game-elements             3. Rules of Play                    Rules are Related to Rewards and need to be Righteous, ...
2/5: Game-elements             4. Flow; Balancing all the mechanics                    To get players in the flow; objecti...
2/5: Game-elements             4. Flow = Challenge vs Required Skills                      Challenge                      ...
2/5: Game-elements              4. Flow = Learning Curve & Progress vs Reward         70       64       52,5              ...
2/5: Game-elements              5. Feedback system         70       64       52,5                                         ...
2/5: Game-elements             5. Feedback system:             • progress bar                                   80/100    ...
2/5: Game-elements             5. Feedback system:             • progress bar             • points             • skills   ...
2/5: Game-elements             6. Admins             • Rules may be bend, but not broken             • Admins need to guar...
3/5: Example                    Trash Can Runmaandag 15 augustus 2011
3/5: Example                    Trash Can Run                    A Game concept to reduce litter in woods & parksmaandag 1...
3/5: Example                    Trash Can Run                    Objective: collect as much as litter as you can during yo...
3/5: Example                    Trash Can Run                    Rewards: a clean(er) running track, cleaner environment, ...
3/5: Example                    Trash Can Run - Rewards (feedback)                               Variable       Level*   P...
maandag 15 augustus 2011
3/5: Example                    Trash Can Run - How it works                    Log in by scanning the barcode on a trash-...
maandag 15 augustus 2011
maandag 15 augustus 2011
4/5: Why we Play                    Playing unlocks basic human Drivers and Needsmaandag 15 augustus 2011
4/5: Why we Play                    We play because we feel the need:             1.     To be Challenged             2.  ...
4/5: Why we Play                    We play because we feel the need:             1.     To be Challenged (drive to learn)...
4/5: Why we Play                    Playing unlocks basic human Drivers             1. Learn                              ...
4/5: Why we Play                    Drivers & Needs           Explore     Challenge                           Self-express...
4/5: Why we Play                                               Explore: Challenge:                    A Football match    ...
4/5: Why we Play                    Player types:             Explorers want to discover the world. It is their goal to sc...
4/5: Why we Play                    Player types compared to                    insights relationship                    m...
4/5: Why we Play                              Explorers       Explore     Challenge    Killers                           S...
Objective                                  Reward                            Explorers         Explore     Challenge    Ki...
5/5: Wrap up                    The objective of this presentation was to show you how                    gamification can...
5/5: Wrap up                    Contact us!                    Website: www.brandnewgame.nl                    Weblog: www...
PLAY          CONSULT                           CONCEPT   INGmaandag 15 augustus 2011
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Brand New Game on gamification

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Brand New Game on gamification

  1. 1. +1 PLAY CONSULT CONCEPT ING +2maandag 15 augustus 2011
  2. 2. Gamification What is it and how can organizations and brands benefit from it?maandag 15 augustus 2011
  3. 3. Kahlil Gibran Your children are not your children. They are the sons and daughters of Lifes longing for itself. They come through you but not from you, And though they are with you yet they belong not to you. You may give them your love but not your thoughts, For they have their own thoughts. You may house their bodies but not their souls, For their souls dwell in the house of tomorrow, which you cannot visit, not even in your dreams. You may strive to be like them, but seek not to make them like you. For life goes not backward nor tarries with yesterday. You are the bows from which your children as living arrows are sent forth. The archer sees the mark upon the path of the infinite, and He bends you with His might that His arrows may go swift and far. Let your bending in the archers hand be for gladness; For even as He loves the arrow that flies, so He loves also the bow that is stable.maandag 15 augustus 2011
  4. 4. Our Vision... • Branding, Marketing and Advertising these days is a brand new game compared to a few years ago. • Digital media have changed consumer behavior tremendously • One medium that is here to stay is games and it will be the marketing tool of the future... • BrandNewGame = Consultancy & Conceptsmaandag 15 augustus 2011
  5. 5. Our Proposition... 1 PLAY CONSULT CONCEPT 2 INGmaandag 15 augustus 2011
  6. 6. Content 1. Definition 2. Game-elements 3. Example: Trash Can Run 4. Why we play 5. Creditsmaandag 15 augustus 2011
  7. 7. 1/5: Definition Gamification = use of game mechanics to achieve organizational and brand-related objectivesmaandag 15 augustus 2011
  8. 8. 2/5: Game-elements 1. Objective 2. Variables 3. Rules of Play 4. Flow (as a result of 1, 2, 3 & 5) 5. Feedback system 6. Admins (referees)maandag 15 augustus 2011
  9. 9. 2/5: Game-elements 1. Objective (a goal, purpose, meaning, ...) Each game has one or multiple (dynamic) objectives that contribute to one of the most important reasons why we play games: a sense of meaning (purpose)maandag 15 augustus 2011
  10. 10. 2/5: Game-elements 2. Variables We are provided with variables that help to achieve our goals These can be time, speed and points (in games) But also money, knowledge and power (in life)maandag 15 augustus 2011
  11. 11. 2/5: Game-elements 3. Rules of Play Although it sounds strange, rules make playing fun If there are no rules, there are no boundaries. People cannot comprehend infinity...maandag 15 augustus 2011
  12. 12. 2/5: Game-elements 3. Rules of Play If there are no rules, there are no boundaries and people cannot comprehend infinity...maandag 15 augustus 2011
  13. 13. 2/5: Game-elements 3. Rules of Play Rules are Related to Rewards and need to be Righteous, which brings us to balancing...maandag 15 augustus 2011
  14. 14. 2/5: Game-elements 4. Flow; Balancing all the mechanics To get players in the flow; objective, variables and rules need to be in balance. Objective Reward Rules Variablesmaandag 15 augustus 2011
  15. 15. 2/5: Game-elements 4. Flow = Challenge vs Required Skills Challenge Objectives Frustration Boredom Skillsmaandag 15 augustus 2011
  16. 16. 2/5: Game-elements 4. Flow = Learning Curve & Progress vs Reward 70 64 52,5 Reward 35 32 17,5 16 8 4 2 1 0 Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Level 7maandag 15 augustus 2011
  17. 17. 2/5: Game-elements 5. Feedback system 70 64 52,5 Feedback 35 32 17,5 16 8 4 2 1 0 Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Level 7maandag 15 augustus 2011
  18. 18. 2/5: Game-elements 5. Feedback system: • progress bar 80/100 • points +5 / - 2 points • skills You can now jump twice as high! • perks You are now allowed to comment! • badges You unlocked the swarm badge • leaderboard & stats Place 3 of 10 ... and more ...maandag 15 augustus 2011
  19. 19. 2/5: Game-elements 5. Feedback system: • progress bar • points • skills • perks • badges • leaderboard & statisticsmaandag 15 augustus 2011
  20. 20. 2/5: Game-elements 6. Admins • Rules may be bend, but not broken • Admins need to guard the rules of play to ensure fair-play and continuous flow • Cheaters destroy the flow and fun in play • Admins can be directors, moderators, managers, etc.maandag 15 augustus 2011
  21. 21. 3/5: Example Trash Can Runmaandag 15 augustus 2011
  22. 22. 3/5: Example Trash Can Run A Game concept to reduce litter in woods & parksmaandag 15 augustus 2011
  23. 23. 3/5: Example Trash Can Run Objective: collect as much as litter as you can during your run Variables: speed, agility, litter, points, the amount of litter, your carrying capacity, the amount of trash cans during your run Rules: depending on your ‘level’ you are allowed to collect certain types of trash and redeem it for points and earn badgesmaandag 15 augustus 2011
  24. 24. 3/5: Example Trash Can Run Rewards: a clean(er) running track, cleaner environment, good karma, points, badges, respect from friends and co-runners Admins: co-runners and the online communitymaandag 15 augustus 2011
  25. 25. 3/5: Example Trash Can Run - Rewards (feedback) Variable Level* Points Paper 1 5 Plastic wrappers 2 7 Plastic bottles 3 10 Tin cans 4 20 * Your level is Specials 5 50 influenced by playtime, points and distancemaandag 15 augustus 2011
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  27. 27. 3/5: Example Trash Can Run - How it works Log in by scanning the barcode on a trash-can: START! Start running (jogging) and collect trash along the way Scan the trash you collected with your mobile phone Log out by scanning the barcode on the trash-can: FINISH! Go Online and check you progress, points, badges and respectmaandag 15 augustus 2011
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  30. 30. 4/5: Why we Play Playing unlocks basic human Drivers and Needsmaandag 15 augustus 2011
  31. 31. 4/5: Why we Play We play because we feel the need: 1. To be Challenged 2. To Explore 3. To Fantasize 4. To experience a feeling of Sensation 5. For Social interaction 6. For great Stories 7. For Self expression 8. Of Submissionmaandag 15 augustus 2011
  32. 32. 4/5: Why we Play We play because we feel the need: 1. To be Challenged (drive to learn) 2. To Explore (boundaries and rules) 3. To Fantasize (break from reality) 4. For the Sensation (be energized, adrenaline, excited, feel we’re alive) 5. For Social contact (drive to bond) 6. For great Stories (stories - books, films, games - stick well) 7. For Self expression (drive to defend: status = candy for our ego) 8. Of Submission (clear rules and doing what we’re told is relaxing)maandag 15 augustus 2011
  33. 33. 4/5: Why we Play Playing unlocks basic human Drivers 1. Learn Learn Defend 2. Defend 3. Bond 4. Acquire Acquire Bondmaandag 15 augustus 2011
  34. 34. 4/5: Why we Play Drivers & Needs Explore Challenge Self-expression Learn Defend Sensation Fantasize Acquire Bond Story Submission Socialmaandag 15 augustus 2011
  35. 35. 4/5: Why we Play Explore: Challenge: A Football match How to Win Opponent Self-expression: Sensation: Learn Defend Show off Scoring Fantasize: Story: About Winning Acquire Bond It went and Status Up & Down Submission: Social: Team To Referee Supportersmaandag 15 augustus 2011
  36. 36. 4/5: Why we Play Player types: Explorers want to discover the world. It is their goal to scout out every corner of the game map and to explore the physical laws of the game ("Which monster drops which loot with which probability", "Which weapon is the most effective against which monster"). They like to pass on their discoveries to other players by, for instance, creating their own websites on the game, enjoying the reputation they build p because of their knowledge base. For this kind of player, the game world has to be continually expanded and filled with new and tricky riddles. Achievers gather treasures. They hoard all the items they can find and train their characters skills. The capital the accumulate (equipment, strength) allows them to fight against increasingly dangerous monsters, thereby enabling them to gather even more wealth which they can use to brag. For these people the game is and will stay interesting as long as there is a lot of collectible and powerful equipment to be found. Socializers Like to meet other people. They search for or create new challenges together or simply chat about events within and byond the game. Good communication systems which which allow players to converse effectively as well as social strucures like cities, guilds and families support these actions. Killers Love to wield power. They fight not only against the hostile environment, but will also happily attack other players, what they consider to be a kind of sport. For this purpose they improve their tactics and use the element of surprise. They see the varied reactions of their human victims as a bigger challenge than the very predictable response of the computer- controlled monsters. However in many online role-playing games fighting against other players is forbidden or restricted asmaandag 15 augustus 2011
  37. 37. 4/5: Why we Play Player types compared to insights relationship model Explorers Killers Achievers Socializersmaandag 15 augustus 2011
  38. 38. 4/5: Why we Play Explorers Explore Challenge Killers Self-expression Learn Defend Sensation Fantasize Acquire Bond Story Achievers Submission Social Socializermaandag 15 augustus 2011
  39. 39. Objective Reward Explorers Explore Challenge Killers Self-expression Learn Defend Sensation Fantasize Acquire Bond Story Achievers Submission Social Socializers Rules Variablesmaandag 15 augustus 2011
  40. 40. 5/5: Wrap up The objective of this presentation was to show you how gamification can help to achieve your organization or brand objectives We hope we succeeded!maandag 15 augustus 2011
  41. 41. 5/5: Wrap up Contact us! Website: www.brandnewgame.nl Weblog: www.gamingandbranding.com Twitter: @BartHufen Don’t hesitate - the first visit is for free (Benelux only ;-)maandag 15 augustus 2011
  42. 42. PLAY CONSULT CONCEPT INGmaandag 15 augustus 2011

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