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Gamification: Serious Business
 

Gamification: Serious Business

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I presentation I held at the Cooper + Cross event at 24th November 2011 in Amsterdam.

I presentation I held at the Cooper + Cross event at 24th November 2011 in Amsterdam.

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    Gamification: Serious Business Gamification: Serious Business Presentation Transcript

    • GAMIFICATIONGame Based Marketing, Serious Business 24 november 2011 C O P Y R I G H T 3 S I X T Y F I V E B . V.
    • Table of contents1 Gamification?2 Not new but different3 Game mechanics4 What you can do with it5 Serious Business6 Some pointers Kudos to @sethpriebatsch @dingstweets @mysticmobile @gamespacenl
    • Gam ifi cation
    • 1. GamificationTH E DECA D E OF GA M E SSocial Layer:Last decadeConnectionsFacebook’s Open GraphConstruction is overGame Layer:Next decade Seth PriebatschInfluence & behaviour Chief NinjaNo foundation SCVNGRConstruction has just begun
    • 1. Gamification DE FINI TIO NThe use of game-mechanics andgame-thinking in order to create userengagement and solve problems.
    • Maybe this helps...
    • 1. GamificationY ES O R NO
    • 1. GamificationY ES O R NO - but can be used for loyalty -
    • 1. GamificationY ES O R NO YES!
    • 1. GamificationI T’ S ALL ABO UT D OPA M I NE Is released when we go from challenge to achievement
    • 1. GamificationY ES O R NOIt’s about positive rewards
    • 1. GamificationW HY DO P E OP L E P L AY ? Socializing Mastery Destress Fun
    • 1. GamificationTY PE S O F P L AY E R S Socializers Explorers Achievers Killers
    • 1. GamificationDE S IG N SO M E T H I N G I N T E R ES T I N G F O R E VE R YB O D Y Anything that can measured, can be gamified.
    • NotNewbut different
    • 1. Not New But DifferentR E MEM BE R T H E S E ? Spend more and get an upgrade Fly more and get an upgrade Master!
    • GameMechanics
    • 3. Game MechanicsS OME EXAM P L E S Point systems Leaderboard / Achievements Level up
    • 3. Game MechanicsS OME EXAM P L E S Countdown Progression Badges / Stickers
    • 3. Game MechanicsS OME EXAM P L E S Community Collaboration
    • Whatcan you do with it
    • 4. What you can do with itU S ER E NGA GE M E N T Maximize engagement
    • 4. What you can do with itU S ER E NGE GE M E N T 15 Million users and counting, 77% checks-in 30x per month
    • 4. What you can do with itU S ER E NGA GE M E N T Check in: Movies, music, games, books Earn stickers, points Follow friends Become guru!
    • 4. What you can do with itU S ER E NGA GE M E N T
    • 4. What you can do with itU S ER E NGA GE M E N T And you thought this was crazy!
    • 4. What you can do with itU S ER E NGA GE M E N T Publishing
    • 4. What you can do with itS OLVE P RO B L E M S Saving energy can be fun, competitive and social
    • 4. What you can do with itS OLVE P RO B L E M S Get people to vote. Not so far fetched
    • 4. What you can do with itS OLVE P RO B L E M S Do good. Stimulate charity. Help people.
    • seriousbusiness cases
    • 5. Serious BusinessS U CC ES LIE S I N M ULT I P L E G AME ME C H AN I C S It’s in the combination of game-mechanics that creates success. Seth Priebatsch Chief Ninja SCVNGR
    • 5. Serious BusinessG R OUP O N 2009: $100k 2010: $10M 2011: $2.6B
    • 5. Serious BusinessNIK E + Run against & with friends. Stay motivated. Nike facilitates.
    • 5. Serious BusinessDO N’T FO RGE T T H E D UT CH How to use in a campaign
    • 5. Serious BusinessDO N’T FO RGE T T H E D UT CH 1st gamified travel platform Fans + Locals + Visitors + Trade Stimulate quantity & quality Plakkers!
    • 3. Serious BusinssP LA KK E RS
    • Somepointers
    • 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
    • 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
    • 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
    • 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
    • 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
    • 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
    • 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
    • 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
    • One more thing
    • There is nomagic potion
    • thanks any questions?