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Gamefication & gamified branding

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  • 1. creëert merkinteractie WE ARE GIDESIGN
  • 2. WELKOM ALLEMAALcreëert merkinteractie
  • 3. creëert merkinteractie Eelko Lommers Creative & strategy director “Take over the world and turn it into a playground.”
  • 4. creëert merkinteractie https://www.youtube.com/watch?v=OU1Q3b1EN9M
  • 5. Chapter one: Science
  • 6. creëert merkinteractie WORK! So who of you is doing sports? So can you tell me why?... no really why?
  • 7. creëert merkinteractie WHY? Sports
  • 8. creëert merkinteractie Because of ... Being fit Fun Social Winning
  • 9. creëert merkinteractie Is that the real reason?
  • 10. creëert merkinteractieBeing fit was meant to ... Survive. Keep us from getting killed. Feed ourselves. And that was all the motivation we needed.
  • 11. creëert merkinteractie Inspite all the energy it iscosting us, the brain motivatesus to keep fit because we want to stay alive...
  • 12. creëert merkinteractie Our brain wants us to be in shape so we will be able to... Hunt Run for our lives Live long Be the strongest, fastest, best of our tribe
  • 13. creëert merkinteractie And we don’t need that anymore do we? Our survival instinct tells us we need to be fit, but we know we don’t need to be because life has changed for us.
  • 14. creëert merkinteractie So according to evolution we nowadays should not be moving at all, because we don’t need it. But here comes the jedi mind trick of the brain....motivation
  • 15. creëert merkinteractie But where does motivation come from?
  • 16. creëert merkinteractie Feb. 22, 2012 Mathias Pessiglione (University Pierre and Marie Curie) Identified the part of the brain driving motivation during actions that combine physical and/or mental effort: the ventral striatum. The attached dorsal striatum contributes directly to decision-making and initiation.It does this by combining sensory, cognitive, and motivational/emotional information.It is key to the motivational and learning processes that support goal-directed action.
  • 17. creëert merkinteractie So, people get motivated by what they see, hear and feel. But how do we learn to use that what we see, hear and feel?
  • 18. creëert merkinteractie We play.
  • 19. creëert merkinteractie Play is the way we learn. It is the way we learn to motivate ourselves So play is the method, motivation is the goal. Just look at your kids, and you’ll know it is the truth.
  • 20. creëert merkinteractie So...WHY? Sports
  • 21. creëert merkinteractie Because it has never been more fun, more challenging and more rewarding to... Hunt Run for our lives Live long Be the strongest, fastest, best of our tribe
  • 22. creëert merkinteractie We play, because it is how we evolve as a species Playing games triggers all kinds of areas in the human brain. Your problems solving skills and creativity get stimulated. Combine that with the purpose driven effectiveness that comes from motivation through playing games and the circle is complete. We are made to play
  • 23. creëert merkinteractie We play, because it gives us a purpose that we can master, and allows us to be autonomous in doing so It makes us feel good about ourselves, and therefore motivates us.
  • 24. creëert merkinteractie http://www.youtube.com/watch?v=u6XAPnuFjJc
  • 25. creëert merkinteractie So if you want to movitatepeople into a certain behaviour? Let them play
  • 26. Chapter two: the power of play
  • 27. creëert merkinteractie “Play is the only way the highest intelligence of humankind can unfold.” Joseph Chilton Pearce, Amerikaanse Child development expert
  • 28. creëert merkinteractie Gamification? Gamification is synonym for motivation techniques that originate from gameplay. While gameplay is as old as humanity itself, gamification uses elements from gameplay and games in a daily context to motivate people or to direct them into action.
  • 29. creëert merkinteractie Gamification of.... Pimp the planet
  • 30. creëert merkinteractie But this is not just about games, so what we refer to as gamification to me is a; Playfull Individual Motivation Process© P.I.M.P. It is not about the destination, it is about the process
  • 31. creëert merkinteractie With Gamification, your wish is to motivate someone. So give them a purpose, something they can master and grant them autonomy. The reward is progress and engagement. So if you want people to like your brand through gamification, you need to give them a purpose, something they can master and autonomy. The reward is total brand ownership and engagement. This way they will mobilise themselves.
  • 32. creëert merkinteractie https://www.youtube.com/watch?v=nhStKDFGv_s
  • 33. creëert merkinteractie Tangeantal learning Learn by experiencing things. Not by being taught or told. “Tell me and I forget, show me and I remember, involve me and I will understand” Benjamin franklin
  • 34. creëert merkinteractie But how do i turn gameplay into motivation? We get triggered by what we see, hear and feel & we wantpurpose, mastery and autonomy. So, we... • Visualise. • Provide clarity by setting one single main goal. • Direct everything towards that goal, this means visually, audio, emotion story, tasks. We create an optimal experience environment for motivation.
  • 35. creëert merkinteractie NO FUN We visualise FUN Because seing is believing. Our whole world is visual and we are sensitive to visually aided concepts.
  • 36. creëert merkinteractie CLARITY NO FOCUS One single goal Because seing is believeing. Our whole world is visual and we are sensitive to visually aided concepts.
  • 37. creëert merkinteractie Create environment Scaffolded challenges + optimal environment + feedback (preferable juicy feedback) = FLOW
  • 38. creëert merkinteractie ++
  • 39. creëert merkinteractie You play to win don’t you? No... you play to “epic win!”Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
  • 40. creëert merkinteractie You play to win don’t you? No... you play to “epic win!”Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
  • 41. creëert merkinteractie You play to win don’t you? No... you play to “epic win!”Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
  • 42. creëert merkinteractie You play to win don’t you? No... you play to “epic win!”Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
  • 43. creëert merkinteractie You play to win don’t you? No... you play to “epic win!”Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
  • 44. creëert merkinteractie That is nice and all, but that’s just games, real life is not like that Not exactly, but in a way we think it is. Remember it is not about the game, it is about achieving something. And once you realise you’ve made it, it is follwed by an epic win. And real life is full of epic win’s because of achievements through play.
  • 45. creëert merkinteractie https://www.youtube.com/watch?v=Jr0bXVlBd3A
  • 46. creëert merkinteractie WORK! Can you think of real life events that are structured like games? What would be the goal, the rules, the scaffolding challenges, and the epic win? How to influence this, give them the playing field and the weapons to win!
  • 47. creëert merkinteractie And now what? We look at the peer driven motivational cycle This means... • Peer pressure. When everybody else is doing it, I want it to. • Peer pleasure. It is more fun to do it together • Peer recognition. I am more motivated if I get good feedback from peers • Peer sharing. If it is good I want to share it with my friends
  • 48. creëert merkinteractie What about Peer pressureEver heard that good parenting is not about your kids follow your adivce or what you want them to do. They mimic by example. Peer pressure is kind of the same thing. We naturally follow by example. If I see something is working for someone, I want to be part of it. And if we are in a group while doing so, it creates a bond between us. And I will give it my best, because i do want to look good in front of my peers. Peer pressure enhance the fun.
  • 49. creëert merkinteractie https://www.youtube.com/watch?v=2lXh2n0aPyw
  • 50. creëert merkinteractie What about Peer pleasure Together most stuff is more fun. This is one the reasons that MMO Mass Multipayer Online games are highly popular, you get to share the fun without losing your own position in the play situation. Playing or getting motivated together is creating strong social bonds that work motivating us towards our goals.
  • 51. creëert merkinteractie https://www.youtube.com/watch?v=VCqYn2FZW0c
  • 52. creëert merkinteractie What about Peer Recognition The best example is Wikipedia Like only one of the biggest games ever... • 15.000.000 articles. • As acurate as the Encyclopedia Brittannica. • Peer driven. • Inbuild point system that enhances mastery. Your authority as a writer depends on the points you get from your peers.
  • 53. creëert merkinteractie What about Peer Sharing Need is say more?
  • 54. creëert merkinteractie https://www.youtube.com/watch?v=C0Je0GxnMTw
  • 55. creëert merkinteractie Currently?This is how we use “gamification“ now
  • 56. creëert merkinteractie Currently?This is how we use “gamification“ now
  • 57. creëert merkinteractie Currently? If you look at the potential, then how we use gamification now is the online equivalent of...
  • 58. creëert merkinteractie
  • 59. creëert merkinteractie What is the proper use? You use the area where user value and business value create symbiosis and relevance This isn’t it!
  • 60. creëert merkinteractie What is the proper use? You use the area where user value and business value create symbiosis and relevance
  • 61. creëert merkinteractie http://www.youtube.com/watch?v=_zJ7ngSF8no
  • 62. creëert merkinteractie
  • 63. creëert merkinteractie
  • 64. creëert merkinteractie
  • 65. creëert merkinteractie
  • 66. creëert merkinteractie e-Strategy Interaction starts with the unique GiDesign e-strategy session! Goal: define your e-DNA and create real interaction How: in 1 active session that feels like a ‘game‘ (based on gamification) What: Define your: -social channels, -online tone of voice and measure skills levels. Describe your online target group and competitors. Result Online masterplan in one passport with SMART goals and next steps
  • 67. creëert merkinteractie So what now? How do i gamify stuff? • Visualise your challenge • Trigger all senses • Create a purpose • Clarify your main goal • Evoke mastery • Provide Autonomy • It is about the experience • Make it challenging • Use tangeantal learning • What will motivate the player • Make it personal • Make it social • Use the peer driven motivational cycle

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