“A game is a problem-‐solving ac'vity, approached with a playful
Heavy Rain, de Quan'c Dream
What is a game?
« Work consists of whatever a body is obliged to do, and play consists of whatever a body
is not obliged to do.»
football players need to win, their careers
revolve around games
kids play just for fun, defeat has no
« Gamiﬁca:on » : not a good word
«Gamiﬁcation is not a project...it's a program that gets invested in for the long-term.
Those that understand that see the most impactful and meaningful results».
«Gamiﬁcation is bullshit»
Deﬁni:on of « gamiﬁca:on »
«The process of game-‐thinking and game mechanics is to engage users and solve
Les DémocraSims : 25 000 votes
A story to share, not just rules to apply
« Poin:ﬁca:on »
Storytelling, experience and
sense of accomplishment
feelings and emo'ons
We aIach a great deal of importance to providing an excellent gaming experience; that’s
what WE call « gamiﬁca'on ». We do not want « poin'ﬁca'on » because it forgets the
whole concept of experience.
A deep gaming experience creates strong emo'onal resonance and a long
From Dust, Ubisom
Several brands are using « gamiﬁca:on »
Educa'on with the Khan Academy
Communica'on with Domino’s Pizza
Health with Oral-‐B
Work with Rypple
Environment with Nissan Leaf
Connected TV with Heineken
Gaming is an essen:al part of brand content
Redbull produce newspapers and games about extreme sports. It is a media/brand beIer known
for their entertainment ac'vi'es than for their energy drinks.
Being Henry is an interac've ﬁc'on produced by Range Rover. You decide the
next steps in the story. Once ﬁnished, you get a custom Range Rover based on
your own story-‐based choices.
« Gamiﬁca:on » and marke:ng
Heineken’s marke'ng campaign, during the Champion Leagues in 2011, allowed viewers to play while they
watched games on TV.
Viewers could bet by an'cipa'ng the outcome of the game. Players collected points when they won and
reached the top of the leaderboard.
7 million users
-‐ 35 minutes of play 'me
-‐ one tweet per minute during 3 weeks
-‐ a gold lion in Cannes
« Gamiﬁca:on »’s advantages
Engagement and loyalty
Qualiﬁca'on of data
« Gamiﬁca:on » can work with social commerce
« Gamiﬁca'on » must include the most important aspects of digital marke'ng:
social media and e-‐commerce.
Comment blogs and products
social connec'on with other clients
Facebook, twiIer etc…
Beyond « gamiﬁca'on », brands must oﬀer high quality content : advice, tests,
In a game you earn points…
Number of lives
Super Mario Wii 2
but you can play without points
In Ico you try to get out of a castle and to protect a young girl. No points, no
badges, s'll fun.
need to protect
How to design a game for a brand ?
the experience needs to share the brand values and missions
Let’s deﬁne your project
Before star'ng a « project of gamiﬁca'on », we need to deﬁne this project. The following are sample ques'ons we
might want to ask :
Are you targe'ng the BtoB or BtoC?
What is the iden'ty of key target popula'ons?
Do you need social components?
What are the goals? Branding, data collec'on, loyalty?
Do you want to encourage speciﬁc behaviors?
Those answers are useful to build the « gamiﬁca:on » tools
How to validate the crea:ve concept
Game concept / look & feel
How the game works, the feeling provided
Objec:ves and targets
In keeping with the concept
How the experience shares the brand values and
Design and visual universe
Key Drivers / USP
Why your concept is amazing
Sketch : «elemental tetrade», Jesse Shell
Upgrading the ranch
Take care of your
The more competition you win,
the more money you earn
The animated tv show «Le Ranch» is also an online game
How to design a video game
Tutorials must be thought-through carefully
A good game must be well adver:sed
Web and Facebook
iPad, iPhone, Androïd
Press release, teaser
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