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Gamification in Nederland
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Gamification in Nederland

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Eind 2013 gaf ik deze presentatie aan de nieuwe NIMA gecertificeerde marketeers in Nederland. Het geeft een tipje van de sluier van mijn nieuwe boek en een vijftal bewezen projecten die ik met ...

Eind 2013 gaf ik deze presentatie aan de nieuwe NIMA gecertificeerde marketeers in Nederland. Het geeft een tipje van de sluier van mijn nieuwe boek en een vijftal bewezen projecten die ik met BrandNewGame heb uitgevoerd om omzet te vergroten voor opdrachtgevers als BelCompany en Ziggo of om kosten te verlagen bij Fontys Hogescholen en Schiphol. BrandNewGame houdt zich bezig met concept ontwikkeling en implementatie van applied (serious) games en gamification.

Download gratis mijn boek 'A brand new playground' via www.brandnewgame.nl

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Gamification in Nederland Presentation Transcript

  • 1. Twitter: @BartHufen #gamification Laat met je MERK spelen!
  • 2. Content 1. Wie ben Ik? 2. Download Gratis mijn boek! 3. Wat zijn jullie doelstellingen voor 2014? 4. Hoe kunnen games een bijdrage daaraan leveren? 5. Waar is meer info?
  • 3. Wie…? MAKE WORK MORE FUN! Publicaties Presentaties Projecten Producten
  • 4. Wie…? ABN Amro Bank ACN / Schiphol Airport BelCompany Fontys Hogescholen Haven Amsterdam Holland Casino Novamedia Red Bull Robeco Unilever Ziggo
  • 5. Gratis download… FREE DOWNLOAD www.brandnewgame.nl/book Twitter: @BartHufen #gamification
  • 6. Een aantal feiten..? 50% van de Facebook gebruikers loggen in om te kunnen gamen! 100 miljoen mensen spelen games via de portals van Spil Games 80 miljoen mensen spelen via PlayStation 3 5 miljoen pc gamers via Steam Aantal downloads van Angry Birds? Hoe oud is de gemiddelde gamer?
  • 7. Een aantal feiten..?
  • 8. Boze vogeltjes en Boer zoekt vriend… Marketing: Kansen in de markt zien… ! Wie wil mij een TON geven voor een goed idee? In ruil voor 10% aandelen…
  • 9. The story of FarmVille
  • 10. The story of FarmVille 32 million people like Farmville
  • 11. The story of FarmVille
  • 12. The story of FarmVille
  • 13. The story of FarmVille
  • 14. 3/5: What’s in a game? The story of FarmVille
  • 15. 3/5: What’s in a game? The story of FarmVille
  • 16. 3/5: What’s in a game? The story of FarmVille
  • 17. The story of FarmVille
  • 18. INTERN + OMZET ! ! ! ! ! ! ! ! ! ! BUSINESS ! PLAYGROUND ! ! ! ! ! ! ! ! ! - KOSTEN EXTERN GameStorm
  • 19. INTERN + OMZET ! ! #4 #1 Challenge ! Challenge ! ! ! Teach
  • 20.   1400
  • 21.   helpdesk
  • 22.    ! Increase
  • 23.   client
  • 24.    employees
  • 25.   up-&
  • 26.    !! satisfaction
  • 27.   and
  • 28.    Cross-selling improve
  • 29.   sales
  • 30.    ! ! ! BUSINESS ! PLAYGROUND ! ! Challenge #3 #2 Challenge ! ! ! ! Test
  • 31.   level
  • 32.   of
  • 33.    ! Give
  • 34.   insight
  • 35.   in
  • 36.   the
  • 37.    ‘compliant
  • 38.   behavior’
  • 39.    ! benefits
  • 40.   of
  • 41.   chain! in
  • 42.   organization thinking
  • 43.    ! ! GameStorm - KOSTEN EXTERN
  • 44. BelCompany Ziggo INTERN Ziggo + OMZET ! ! #4 #1 Challenge ! Challenge ! ! ! Teach
  • 45.   1400
  • 46.   helpdesk
  • 47.    ! Increase
  • 48.   client
  • 49.    employees
  • 50.   up-&
  • 51.    !! satisfaction
  • 52.   and
  • 53.    Cross-selling improve
  • 54.   sales
  • 55.    ! ! ! BUSINESS ! PLAYGROUND ! ! Challenge #3 #2 Challenge ! ! ! ! Test
  • 56.   level
  • 57.   of
  • 58.    ! Give
  • 59.   insight
  • 60.   in
  • 61.   the
  • 62.    ‘compliant
  • 63.   behavior’
  • 64.    ! benefits
  • 65.   of
  • 66.   chain! in
  • 67.   organization thinking
  • 68.    ! ! GameStorm - KOSTEN Björn Borg EXTERN Schiphol
  • 69. 3/5: How can We? A game that helps to build a CRM dBase Objective: increase store traffic Target: young minded consumers Essence: being comfortable during uncomfortable situations
  • 70. 2/3: How can We? Price (and builds up a CRM dBase) 2/5: A game that influences the Price (and builds up a CRM dBase) Weird'Scores' Fun' Tongue'in'cheek'' Urban'' Tennis' Lifestyle' ParEes'' Dance' New'Balls' Quality' Sports'' Björn'Borg'' Down'to' earth' Leading' Swedish' Abba' Fashion' Underwear' Comfortable' Colorful'' Young' Minded' Consumer'
  • 71. 3/5: How can We? Weird'Scores' Fun' Tongue'in'cheek'' Urban'' Tennis' Lifestyle' ParEes'' Dance' New'Balls' Quality' Sports'' Björn'Borg'' Down'to' earth' Leading' Swedish' Abba' Fashion' Underwear' Comfortable' Colorful'' Young' Minded' Consumer'
  • 72. 3/5: How can We?
  • 73. 3/5: How can We?
  • 74. 3/5: How can We? Weird'Scores' Fun' Tongue'in'cheek'' Urban'' Tennis' Lifestyle' ParEes'' Dance' New'Balls' Quality' Sports'' Björn'Borg'' Down'to' earth' Leading' Swedish' Abba' Fashion' Underwear' Comfortable' Colorful'' Young' Minded' Consumer'
  • 75. 3/5: How can We?
  • 76. 3/5: How can We?
  • 77. 3/5: How can We? Mini&game& on&Facebook& Seed&the& game&on& websites& Bjöng& Voucher& to&be& redeemed& in:store&& Game&for& iPhone&
  • 78. 3/5: How can We?
  • 79. 3/5: How can We?
  • 80. 3/5: How can We?
  • 81. 3/5: How can We?
  • 82. 3/5: How can We?
  • 83. 3/5: How can We?
  • 84. 3/5: How can We? Games that supported Change Management Objective: Create awareness, willingness and teach new methods Target: 350 companies in Air Cargo Industry Essence: Inform the next in the Chain to speed up the process and teach consequences of red and green cargo
  • 85. 3/5: How can We?
  • 86. 3/5: How can We?
  • 87. 3/5: How can We? 5. A Game concept to introduce and support Change Management !
  • 88. 3/5: How can We?
  • 89. 3/5: How can We? A Game to Train Marketeers Objective: Create Awareness & Change Behavior Target: 100 marketeers of a big telecom-, tv- & internet provider Essence: create awareness for the intranet portal that contains loads of information of consumer segments and train marketeers to work more ‘segment-conscious’... http://www.segmentenchallenge.nl/
  • 90. 3/5: How can We?
  • 91. 3/5: How can We?
  • 92. 3/5: How can We?
  • 93. 3/5: How can We? A Game concept to Train Helpdesk employees in up- and cross-selling Objective: Teach employees to translate product features into consumer benefits Target: 1.400 ‘customer touchpoint’ employees (retail & helpdesk staff) Essence: 3 product area’s (telephone, tv and internet) and 3 consumer segments (starters, families and senior citizens) with their specific product features and needs.
  • 94. 3/5: How can We? 5 DAGEN 
 5 VRAGEN = EEN WEEK LEERZAME LOL WEET JIJ DE HARTEN VAN ONZE KLANTEN TE VEROVEREN EN TEGELIJKERTIJD EEN MAXIMALE OMZET TE SCOREN? JOUW PERSOONLIJKE RESULTAAT IN EEN INFOGRAPHIC? DE ULTIEME KLANTBELEVING “ALTIJD IETS VOOR JOU“ STARTERS GEZINNEN SENIOREN BEHOEFTEN = SCORE = MATCH = +€+ KENMERKEN TV INTERNET BELLEN
  • 95. 3/5: How can We? 5 DAYS 
 5 QUESTS = A WEEK OF FUN LEARNING DO YOU KNOW TO STEEL THE HEARTS OF OUR CLIENTS AND INCREASE THE TURNOVER? YOUR PERSONAL RESULT IN AN INFO-GRAPHIC THE ULTIMATE CLIENT SATISFACTION “ALWAYS SOMETHING FOR YOU“ STARTERS FAMILIES SENIOR C NEEDS = SCORE = MATCH = +€+ FEATURES TV INTERNET TELEPHONE
  • 96. 3/5: How can We?
  • 97. 3/5: How can We? http://www.segmentenchallenge.nl/hvdk/index.php ! Results after 1 month: double digit growth in up and cross-selling
  • 98. 3/5: How can We? A game concept to address compliance Objective: Create awareness and teach contents of 12 compliance documents Target: 3.300 employees and service providers Essence: Address and teach the consequences of the most important possible scenario’s about security, legal issues, privacy, corporate values and more...
  • 99. 3/5: How can We? Multiple Choice Questions Avatar Creator Scenario Questions Multiplayer Battles Leaderboard Turn-Key Compliance Game Management Dashboard
  • 100. 3/5: How can We? Avatar Creator Turn-Key Compliance Game
  • 101. 3/5: How can We? Multiple Avatar Choice Creator Questions Turn-Key Compliance Game
  • 102. 3/5: How can We? Scenario Avatar Questions Creator Turn-Key Compliance Game
  • 103. 3/5: How can We? Scenario Avatar Questions Creator
  • 104. 3/5: How can We? Scenario Avatar Questions Creator
  • 105. 3/5: How can We? Avatar Multiplayer Creator Battles Turn-Key Compliance Game
  • 106. 3/5: How can We? Avatar Leaderboard Creator Turn-Key Compliance Game
  • 107. 3/5: How can We?
  • 108. 3/5: How can We? Avatar Management Creator Dashboard Turn-Key Compliance Game
  • 109. 3/5: How can We? Results > 72% of all Ziggo employees played the game voluntarily (1.827 employees) > An average of 3,2 times > Scores improved 12% compared to the first played game > 724 multiplayer battles registered > More than 500 hours of engagement Demo http://ziggo.flavour.nl
  • 110. 3/5: How can We? TALENT LOADING 68%
  • 111. 3/5: How can We?
  • 112. 3/5: How can We?
  • 113. 3/5: How can We? A game concept to train store staff Objective: Turn sales employees into caring partners that sell based on a personal sales conversation instead of best functional offering Target: 700 employees in 140 stores Essence: BelCompany improved the contents of their service concept and wanted to train and measure the sales skills of store employees.
  • 114. 3/5: How can We? A game concept to train store staff The required evolution was to experience the effect of speaking the same language as different types of clients and adjusting the speed and contents of the sales conversation.
  • 115. 3/5: How can We? TALENT verdient 14.500 Tevreden klanten 13 Klanten geholpen 19 SPELER: Winkel: Dylan Utrecht Binnenstad
  • 116. 3/5: How can We?
  • 117. 3/5: How can We?
  • 118. 3/5: How can We?
  • 119. 3/5: How can We?
  • 120. 3/5: How can We?
  • 121. 3/5: How can We? Demo: http://brandnewflavour.com/demo/belcompany/hottalent/ Username: 9991, 9992, 9993, 9994, 9995 Password: 03-03-1980 ! Dashboard: http://brandnewflavour.com/belcompany/hottalent/app.php/dashboard ! Username: admin Password: h0tt4l3nt2013
  • 122. 3/5: How can We?
  • 123. 3/5: How can We? A game to stimulate students to study earlier Objective: motivate students to engage with the curriculum in an earlier stage and make it more ‘personal’. Target: 160 students Essence: challenge students to engage with four courses in their first semester: economics, business administration, law and marketing.
  • 124. 3/5: How can We? A game to stimulate students to study earlier Students form teams, choose a name & logo, choose a brand and product Every other week define one question per course to level up in the ‘Branson building’ to grow out to be the best ‘Management Team’ in 8 weeks. Teams could challenge each other through battles (one theory question per course - to be answered individually).
  • 125. 3/5: How can We? €200 per stude nt vanaf 1 00
  • 126. 3/5: How can We?
  • 127. 3/5: How can We?
  • 128. 3/5: How can We?
  • 129. 3/5: How can We?
  • 130. 3/5: How can We? 20% groei in het percentage studenten dat een voldoende scoorde voor beide tentamens ! Quote van één student: ! “Ik had nog niet eens geleerd voor het tentamen, maar haalde voor de tussentoets toch al een voldoende door het meespelen van de game!”
  • 131. 3/5: How can We? http://www.mtchallenge.nl/demo/
  • 132. Waarom Games? 1. 100% Attention 2. Fun! 3. Voluntary 4. Active experience 5. Multi-sensory 6. Re-playable: Hours, weeks and potentially years of engagement 7. Immersion: suitable to address complex issues 8. Measurable effect!
  • 133. 5/5: Waar is meer info? 5/5: Where is More? Website: www.brandnewgame.nl Twitter: @BartHufen #gamification www.brandnewgame.nl/blog Twitter: @BartHufen