130416 moa-gamification-in-marketing

2,185 views
2,032 views

Published on

Presentation for MOA () about gamification in marketing. Outlines what gamification is, where it is heading and how to succesfully implement gamification strategies. Lot's of examples, best practices and case stories of major brands.

130416 moa-gamification-in-marketing

  1. 1. MOA Gamification @rutgerteunissen GAMIFICATION in practice
  2. 2. MOA Gamification @rutgerteunissen (serious) Games Gamification PARTSWHOLE Gamification is applying game thinking and game mechanics to non-game contexts
  3. 3. MOA Gamification @rutgerteunissen GAMIFICATION IS ENRICHMENT CHALLENGE ACTION FEEDBACK PROGRESSION
  4. 4. MOA Gamification @rutgerteunissen “NOT THE CARROT BUT THE HUNT”
  5. 5. MOA Gamification @rutgerteunissen “IT’S NOT ABOUT THE PRINCESS”
  6. 6. MOA Gamification @rutgerteunissen A  STORY  OF  TEMPTATION,  OPPORTUNITIES  AND  CHALLENGE  
  7. 7. MOA Gamification @rutgerteunissen UNLIMITED ENGAGEMENT
  8. 8. MOA Gamification @rutgerteunissen I want that!
  9. 9. MOA Gamification @rutgerteunissen WELCOME GAMIFICATION
  10. 10. MOA Gamification @rutgerteunissen Gartner Report 2011 Top of the Hype Cycle 70% of organizations have > 1 gamified application by 2014
  11. 11. MOA Gamification @rutgerteunissen GAMIFICATION  IS  MORE  THAN  BADGES                          REWARDS                          WINNING           Easy?
  12. 12. MOA Gamification @rutgerteunissen Gartner Report 2011 2012 80% of implementations will fail by 2014 due to bad design
  13. 13. MOA Gamification @rutgerteunissen Copy-paste gamification does not lead to engagement
  14. 14. MOA Gamification @rutgerteunissen How to implement it?  
  15. 15. MOA Gamification @rutgerteunissen NO EASY APPROACH
  16. 16. MOA Gamification @rutgerteunissen 4 TIPS
  17. 17. MOA Gamification @rutgerteunissen 1. Keep it simple
  18. 18. MOA Gamification @rutgerteunissen
  19. 19. MOA Gamification @rutgerteunissen
  20. 20. MOA Gamification @rutgerteunissen
  21. 21. MOA Gamification @rutgerteunissen
  22. 22. MOA Gamification @rutgerteunissen
  23. 23. MOA Gamification @rutgerteunissen Selfdestructive
  24. 24. MOA Gamification @rutgerteunissen 2. Beware of extrinsic motivation  
  25. 25. MOA Gamification @rutgerteunissen
  26. 26. MOA Gamification @rutgerteunissen 3. Truly hit their motivation What drives me? Who am I?
  27. 27. MOA Gamification @rutgerteunissen ACTING INTERACTING WORLDPLAYERS KILLERS   ACHIEVERS   EXPLORERS  SOCIALIZERS   Bartle  model,  1996  
  28. 28. MOA Gamification @rutgerteunissen ACTING INTERACTING WORLDPLAYERS KILLERS   ACHIEVERS   EXPLORERS  SOCIALIZERS  
  29. 29. MOA Gamification @rutgerteunissen
  30. 30. MOA Gamification @rutgerteunissen ACTING INTERACTING WORLDPLAYERS KILLERS   ACHIEVERS   EXPLORERS  SOCIALIZERS  
  31. 31. MOA Gamification @rutgerteunissen It all starts wrong /// We need love, not steroids
  32. 32. MOA Gamification @rutgerteunissen Epic meaning Progression Discovery Collections Lottery Challenges Random acts Customization
  33. 33. MOA Gamification @rutgerteunissen
  34. 34. MOA Gamification @rutgerteunissen 4. Use the right Gamification SET TOOLSELEMENTSSYSTEM POINTS LEVELS PROGRESS RULES WIN STATUS COLLABORATION SURPRISE LEADERBOARD ACHIEVEMENTS PROGRESS BAR LOTTERY
  35. 35. MOA Gamification @rutgerteunissen CHALLENGE  LEVEL   SKILL  LEVEL  
  36. 36. MOA Gamification @rutgerteunissen ACTING INTERACTING WORLDPLAYERS KILLERS   ACHIEVERS   EXPLORERS  SOCIALIZERS  
  37. 37. MOA Gamification @rutgerteunissen Epic meaning Progression Badges Leaderboard Status Challenges Rewards Instant feedback
  38. 38. MOA Gamification @rutgerteunissen
  39. 39. MOA Gamification @rutgerteunissen
  40. 40. MOA Gamification @rutgerteunissen MARIO SAYS…
  41. 41. MOA Gamification @rutgerteunissen Gamification is not a game Gamification is about enriching Not the carrot but the hunt There’s no easy trick…
  42. 42. MOA Gamification @rutgerteunissen Keep it simple Beware of extrinsic motivation Truly hit their motivation Use the right gamification SET
  43. 43. MOA Gamification @rutgerteunissen ?

×