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Gamification, Game Based Marketing, Serious Business
 

Gamification, Game Based Marketing, Serious Business

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Gamification, the next big thing? Wat is het, hoe werkt het en wat kun je er mee doen? John Meulemans van 3sixtyfive gaf tijdens de Cross Examination #2 een aantal insights in the wereld van ...

Gamification, the next big thing? Wat is het, hoe werkt het en wat kun je er mee doen? John Meulemans van 3sixtyfive gaf tijdens de Cross Examination #2 een aantal insights in the wereld van Gamification. Inmiddels Serious Business. Als je er mee aan de slag wil ook een aantal handige "Pointers".

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  • http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
  • http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
  • Foursquare heeft waarschijnlijk een kleine 200.000 gebruikers in NL. \nGroeit keihard maar is nog steeds geen mainstream.\n
  • http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
  • http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
  • http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
  • http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
  • http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
  • http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
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  • http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
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  • Socializers (like to socialize with other people)\n \n Explorers (like to fully explore the game world and its limits)\n \n Achievers (like to gather points and raise levels)\n \n Killers (like to win and will do everything for it)\n
  • Socializers (like to socialize with other people)\n \n Explorers (like to fully explore the game world and its limits)\n \n Achievers (like to gather points and raise levels)\n \n Killers (like to win and will do everything for it)\n
  • Socializers (like to socialize with other people)\n \n Explorers (like to fully explore the game world and its limits)\n \n Achievers (like to gather points and raise levels)\n \n Killers (like to win and will do everything for it)\n
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  • http://founderfuel.com/2011/10/28/day-55-turntable-fm-and-social-engagement-loops/\n
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  • Foursquare heeft waarschijnlijk een kleine 200.000 gebruikers in NL. \nGroeit keihard maar is nog steeds geen mainstream. \nPS: 10 M users in june 2011. Growth now 1M users per month.\n
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  • http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
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  • don’t over do it...\n
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Gamification, Game Based Marketing, Serious Business Gamification, Game Based Marketing, 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
  • 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
  • 1. GamificationY ES O R NO
  • 1. GamificationY ES O R NO - but can be used for loyalty -
  • 1. GamificationY ES O R NO
  • 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
  • 1. GamificationW HY DO P E OP L E P L AY ? Socializing Mastery
  • 1. GamificationW HY DO P E OP L E P L AY ? Socializing Mastery Destress
  • 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
  • 1. GamificationTY PE S O F P L AY E R S Socializers Explorers
  • 1. GamificationTY PE S O F P L AY E R S Socializers Explorers Achievers
  • 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
  • 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
  • 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
  • 3. Game MechanicsS OME EXAM P L E S Point systems Leaderboard / Achievements
  • 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
  • 3. Game MechanicsS OME EXAM P L E S Countdown Progression
  • 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
  • 4. What you can do with itU S ER E NGA GE M E N T Check in: Movies, music, games, books
  • 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
  • 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
  • 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
  • 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 And you thought this was crazy!
  • 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
  • 5. Serious BusinessDO N’T FO RGE T T H E D UT CH 1st gamified travel platform
  • 5. Serious BusinessDO N’T FO RGE T T H E D UT CH 1st gamified travel platform Fans + Locals + Visitors + Trade
  • 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
  • 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?