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130416 moa-gamification-in-marketing

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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 …

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.


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

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