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             PLAY          CONSULT
                           CONCEPT   ING
                             +2


maandag 15 augustus 2011
Gamification
                           What is it and how can organizations and brands benefit from it?




maandag 15 augustus 2011
Kahlil Gibran
                           Your children are not your children.
                           They are the sons and daughters of Life's longing for itself.
                           They come through you but not from you,
                           And though they are with you yet they belong not to you.
                           You may give them your love but not your thoughts,
                           For they have their own thoughts.
                           You may house their bodies but not their souls,
                           For their souls dwell in the house of tomorrow,
                           which you cannot visit, not even in your dreams.
                           You may strive to be like them,
                           but seek not to make them like you.
                           For life goes not backward nor tarries with yesterday.
                           You are the bows from which your children
                           as living arrows are sent forth.
                           The archer sees the mark upon the path of the infinite,
                           and He bends you with His might
                           that His arrows may go swift and far.
                           Let your bending in the archer's hand be for gladness;
                           For even as He loves the arrow that flies,
                           so He loves also the bow that is stable.


maandag 15 augustus 2011
Our Vision...
                • Branding, Marketing and Advertising these days is a brand new
                       game compared to a few years ago.

                • Digital media have changed consumer behavior tremendously
                • One medium that is here to stay is games and it will be the
                       marketing tool of the future...

                • BrandNewGame = Consultancy & Concepts


maandag 15 augustus 2011
Our Proposition...

                                    1

                           PLAY   CONSULT
                                  CONCEPT
                                    2
                                            ING


maandag 15 augustus 2011
Content
                1. Definition

                2. Game-elements

                3. Example: Trash Can Run

                4. Why we play

                5. Credits




maandag 15 augustus 2011
1/5: Definition
                    Gamification = use of game mechanics to achieve organizational
                    and brand-related objectives




maandag 15 augustus 2011
2/5: Game-elements
             1. Objective

             2. Variables

             3. Rules of Play

             4. Flow (as a result of 1, 2, 3 & 5)

             5. Feedback system

             6. Admins (referees)

maandag 15 augustus 2011
2/5: Game-elements
             1. Objective (a goal, purpose, meaning, ...)

                    Each game has one or multiple (dynamic) objectives that
                    contribute to one of the most important reasons why we
                    play games: a sense of meaning (purpose)




maandag 15 augustus 2011
2/5: Game-elements
             2. Variables

                    We are provided with variables that help to achieve our goals

                    These can be time, speed and points (in games)

                    But also money, knowledge and power (in life)




maandag 15 augustus 2011
2/5: Game-elements
             3. Rules of Play

                    Although it sounds strange, rules make playing fun

                    If there are no rules, there are no boundaries.
                    People cannot comprehend infinity...




maandag 15 augustus 2011
2/5: Game-elements
             3. Rules of Play

                    If there are no rules, there are no boundaries and people
                    cannot comprehend infinity...




maandag 15 augustus 2011
2/5: Game-elements
             3. Rules of Play

                    Rules are Related to Rewards and need to be Righteous,
                    which brings us to balancing...




maandag 15 augustus 2011
2/5: Game-elements
             4. Flow; Balancing all the mechanics

                    To get players in the flow; objective, variables and rules
                    need to be in balance.


                                             Objective
                                              Reward
                                          Rules    Variables

maandag 15 augustus 2011
2/5: Game-elements
             4. Flow = Challenge vs Required Skills
                      Challenge




                                                   Objectives

                                  Frustration




                                                Boredom


                                                            Skills
maandag 15 augustus 2011
2/5: Game-elements
              4. Flow = Learning Curve & Progress vs Reward
         70
       64


       52,5


                                                                                         Reward
         35
       32



       17,5
       16
        8
        4
        2
        1 0
            Level 1        Level 2     Level 3   Level 4   Level 5   Level 6   Level 7

maandag 15 augustus 2011
2/5: Game-elements
              5. Feedback system
         70
       64


       52,5


                                                                                         Feedback
         35
       32



       17,5
       16
        8
        4
        2
        1 0
            Level 1        Level 2     Level 3   Level 4   Level 5   Level 6   Level 7

maandag 15 augustus 2011
2/5: Game-elements
             5. Feedback system:

             • progress bar                                   80/100

             • points                +5 / - 2 points

             • skills                You can now jump twice as high!

             • perks                 You are now allowed to comment!

             • badges                 You unlocked the swarm badge

             • leaderboard & stats    Place 3 of 10 ... and more ...
maandag 15 augustus 2011
2/5: Game-elements
             5. Feedback system:

             • progress bar
             • points
             • skills
             • perks
             • badges
             • leaderboard & statistics
maandag 15 augustus 2011
2/5: Game-elements
             6. Admins

             • Rules may be bend, but not broken
             • Admins need to guard the rules of play to ensure fair-play and
                    continuous flow

             • Cheaters destroy the flow and fun in play
             • Admins can be directors, moderators, managers, etc.


maandag 15 augustus 2011
3/5: Example
                    Trash Can Run




maandag 15 augustus 2011
3/5: Example
                    Trash Can Run

                    A Game concept to reduce litter in woods & parks




maandag 15 augustus 2011
3/5: Example
                    Trash Can Run

                    Objective: collect as much as litter as you can during your run

                    Variables: speed, agility, litter, points, the amount of litter, your
                    carrying capacity, the amount of trash cans during your run

                    Rules: depending on your ‘level’ you are allowed to collect certain
                    types of trash and redeem it for points and earn badges



maandag 15 augustus 2011
3/5: Example
                    Trash Can Run

                    Rewards: a clean(er) running track, cleaner environment, good
                    karma, points, badges, respect from friends and co-runners

                    Admins: co-runners and the online community




maandag 15 augustus 2011
3/5: Example
                    Trash Can Run - Rewards (feedback)
                               Variable       Level*   Points

                                Paper           1        5

                           Plastic wrappers     2        7

                            Plastic bottles     3       10

                               Tin cans         4       20
                                                                     * Your level is
                               Specials         5       50      influenced by playtime,
                                                                  points and distance

maandag 15 augustus 2011
maandag 15 augustus 2011
3/5: Example
                    Trash Can Run - How it works

                    Log in by scanning the barcode on a trash-can: START!

                    Start running (jogging) and collect trash along the way

                    Scan the trash you collected with your mobile phone

                    Log out by scanning the barcode on the trash-can: FINISH!

                    Go Online and check you progress, points, badges and respect

maandag 15 augustus 2011
maandag 15 augustus 2011
maandag 15 augustus 2011
4/5: Why we Play
                    Playing unlocks basic human Drivers and Needs




maandag 15 augustus 2011
4/5: Why we Play
                    We play because we feel the need:

             1.     To be Challenged
             2.     To Explore
             3.     To Fantasize
             4.     To experience a feeling of Sensation
             5.     For Social interaction
             6.     For great Stories
             7.     For Self expression
             8.     Of Submission


maandag 15 augustus 2011
4/5: Why we Play
                    We play because we feel the need:

             1.     To be Challenged (drive to learn)
             2.     To Explore (boundaries and rules)
             3.     To Fantasize (break from reality)
             4.     For the Sensation (be energized, adrenaline, excited, feel we’re alive)
             5.     For Social contact (drive to bond)
             6.     For great Stories (stories - books, films, games - stick well)
             7.     For Self expression (drive to defend: status = candy for our ego)
             8.     Of Submission (clear rules and doing what we’re told is relaxing)


maandag 15 augustus 2011
4/5: Why we Play
                    Playing unlocks basic human Drivers

             1. Learn
                                         Learn      Defend
             2. Defend

             3. Bond

             4. Acquire                 Acquire      Bond



maandag 15 augustus 2011
4/5: Why we Play
                    Drivers & Needs           Explore     Challenge


                           Self-expression     Learn       Defend     Sensation




                                Fantasize     Acquire       Bond      Story


                                             Submission    Social
maandag 15 augustus 2011
4/5: Why we Play
                                               Explore: Challenge:
                    A Football match          How to Win Opponent

                           Self-expression:                              Sensation:
                                                Learn       Defend
                               Show off                                   Scoring


                             Fantasize:                                     Story:
                           About Winning       Acquire       Bond          It went
                             and Status                                  Up & Down
                                              Submission: Social: Team
                                              To Referee Supporters
maandag 15 augustus 2011
4/5: Why we Play
                    Player types:

             Explorers want to discover the world. It is their goal to scout out every corner of the game map and to explore the physical
             laws of the game ("Which monster drops which loot with which probability", "Which weapon is the most effective against
             which monster"). They like to pass on their discoveries to other players by, for instance, creating their own websites on the
             game, enjoying the reputation they build p because of their knowledge base. For this kind of player, the game world has to
             be continually expanded and filled with new and tricky riddles.

             Achievers gather treasures. They hoard all the items they can find and train their characters skills. The capital the
             accumulate (equipment, strength) allows them to fight against increasingly dangerous monsters, thereby enabling them to
             gather even more wealth which they can use to brag. For these people the game is and will stay interesting as long as there
             is a lot of collectible and powerful equipment to be found.

             Socializers Like to meet other people. They search for or create new challenges together or simply chat about events within
             and byond the game. Good communication systems which which allow players to converse effectively as well as social
             strucures like cities, guilds and families support these actions.

             Killers Love to wield power. They fight not only against the hostile environment, but will also happily attack other players,
             what they consider to be a kind of sport. For this purpose they improve their tactics and use the element of surprise. They
             see the varied reactions of their human victims as a bigger challenge than the very predictable response of the computer-
             controlled monsters. However in many online role-playing games fighting against other players is forbidden or restricted as

maandag 15 augustus 2011
4/5: Why we Play
                    Player types compared to
                    insights relationship
                    model
                               Explorers        Killers




                              Achievers        Socializers




maandag 15 augustus 2011
4/5: Why we Play
                              Explorers       Explore     Challenge    Killers




                           Self-expression     Learn       Defend     Sensation




                                Fantasize     Acquire       Bond      Story


                             Achievers       Submission    Social     Socializer

maandag 15 augustus 2011
Objective                                  Reward
                            Explorers         Explore     Challenge    Killers




                           Self-expression     Learn       Defend      Sensation




                                Fantasize     Acquire       Bond       Story


                            Achievers        Submission    Social     Socializers


                              Rules                                 Variables
maandag 15 augustus 2011
5/5: Wrap up
                    The objective of this presentation was to show you how
                    gamification can help to achieve your organization or brand
                    objectives

                    We hope we succeeded!




maandag 15 augustus 2011
5/5: Wrap up
                    Contact us!

                    Website: www.brandnewgame.nl

                    Weblog: www.gamingandbranding.com

                    Twitter: @BartHufen



                    Don’t hesitate - the first visit is for free (Benelux only ;-)

maandag 15 augustus 2011
PLAY          CONSULT
                           CONCEPT   ING
maandag 15 augustus 2011

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Brand New Game on gamification

  • 1. +1 PLAY CONSULT CONCEPT ING +2 maandag 15 augustus 2011
  • 2. Gamification What is it and how can organizations and brands benefit from it? maandag 15 augustus 2011
  • 3. Kahlil Gibran Your children are not your children. They are the sons and daughters of Life's longing for itself. They come through you but not from you, And though they are with you yet they belong not to you. You may give them your love but not your thoughts, For they have their own thoughts. You may house their bodies but not their souls, For their souls dwell in the house of tomorrow, which you cannot visit, not even in your dreams. You may strive to be like them, but seek not to make them like you. For life goes not backward nor tarries with yesterday. You are the bows from which your children as living arrows are sent forth. The archer sees the mark upon the path of the infinite, and He bends you with His might that His arrows may go swift and far. Let your bending in the archer's hand be for gladness; For even as He loves the arrow that flies, so He loves also the bow that is stable. maandag 15 augustus 2011
  • 4. Our Vision... • Branding, Marketing and Advertising these days is a brand new game compared to a few years ago. • Digital media have changed consumer behavior tremendously • One medium that is here to stay is games and it will be the marketing tool of the future... • BrandNewGame = Consultancy & Concepts maandag 15 augustus 2011
  • 5. Our Proposition... 1 PLAY CONSULT CONCEPT 2 ING maandag 15 augustus 2011
  • 6. Content 1. Definition 2. Game-elements 3. Example: Trash Can Run 4. Why we play 5. Credits maandag 15 augustus 2011
  • 7. 1/5: Definition Gamification = use of game mechanics to achieve organizational and brand-related objectives maandag 15 augustus 2011
  • 8. 2/5: Game-elements 1. Objective 2. Variables 3. Rules of Play 4. Flow (as a result of 1, 2, 3 & 5) 5. Feedback system 6. Admins (referees) maandag 15 augustus 2011
  • 9. 2/5: Game-elements 1. Objective (a goal, purpose, meaning, ...) Each game has one or multiple (dynamic) objectives that contribute to one of the most important reasons why we play games: a sense of meaning (purpose) maandag 15 augustus 2011
  • 10. 2/5: Game-elements 2. Variables We are provided with variables that help to achieve our goals These can be time, speed and points (in games) But also money, knowledge and power (in life) maandag 15 augustus 2011
  • 11. 2/5: Game-elements 3. Rules of Play Although it sounds strange, rules make playing fun If there are no rules, there are no boundaries. People cannot comprehend infinity... maandag 15 augustus 2011
  • 12. 2/5: Game-elements 3. Rules of Play If there are no rules, there are no boundaries and people cannot comprehend infinity... maandag 15 augustus 2011
  • 13. 2/5: Game-elements 3. Rules of Play Rules are Related to Rewards and need to be Righteous, which brings us to balancing... maandag 15 augustus 2011
  • 14. 2/5: Game-elements 4. Flow; Balancing all the mechanics To get players in the flow; objective, variables and rules need to be in balance. Objective Reward Rules Variables maandag 15 augustus 2011
  • 15. 2/5: Game-elements 4. Flow = Challenge vs Required Skills Challenge Objectives Frustration Boredom Skills maandag 15 augustus 2011
  • 16. 2/5: Game-elements 4. Flow = Learning Curve & Progress vs Reward 70 64 52,5 Reward 35 32 17,5 16 8 4 2 1 0 Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Level 7 maandag 15 augustus 2011
  • 17. 2/5: Game-elements 5. Feedback system 70 64 52,5 Feedback 35 32 17,5 16 8 4 2 1 0 Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Level 7 maandag 15 augustus 2011
  • 18. 2/5: Game-elements 5. Feedback system: • progress bar 80/100 • points +5 / - 2 points • skills You can now jump twice as high! • perks You are now allowed to comment! • badges You unlocked the swarm badge • leaderboard & stats Place 3 of 10 ... and more ... maandag 15 augustus 2011
  • 19. 2/5: Game-elements 5. Feedback system: • progress bar • points • skills • perks • badges • leaderboard & statistics maandag 15 augustus 2011
  • 20. 2/5: Game-elements 6. Admins • Rules may be bend, but not broken • Admins need to guard the rules of play to ensure fair-play and continuous flow • Cheaters destroy the flow and fun in play • Admins can be directors, moderators, managers, etc. maandag 15 augustus 2011
  • 21. 3/5: Example Trash Can Run maandag 15 augustus 2011
  • 22. 3/5: Example Trash Can Run A Game concept to reduce litter in woods & parks maandag 15 augustus 2011
  • 23. 3/5: Example Trash Can Run Objective: collect as much as litter as you can during your run Variables: speed, agility, litter, points, the amount of litter, your carrying capacity, the amount of trash cans during your run Rules: depending on your ‘level’ you are allowed to collect certain types of trash and redeem it for points and earn badges maandag 15 augustus 2011
  • 24. 3/5: Example Trash Can Run Rewards: a clean(er) running track, cleaner environment, good karma, points, badges, respect from friends and co-runners Admins: co-runners and the online community maandag 15 augustus 2011
  • 25. 3/5: Example Trash Can Run - Rewards (feedback) Variable Level* Points Paper 1 5 Plastic wrappers 2 7 Plastic bottles 3 10 Tin cans 4 20 * Your level is Specials 5 50 influenced by playtime, points and distance maandag 15 augustus 2011
  • 27. 3/5: Example Trash Can Run - How it works Log in by scanning the barcode on a trash-can: START! Start running (jogging) and collect trash along the way Scan the trash you collected with your mobile phone Log out by scanning the barcode on the trash-can: FINISH! Go Online and check you progress, points, badges and respect maandag 15 augustus 2011
  • 30. 4/5: Why we Play Playing unlocks basic human Drivers and Needs maandag 15 augustus 2011
  • 31. 4/5: Why we Play We play because we feel the need: 1. To be Challenged 2. To Explore 3. To Fantasize 4. To experience a feeling of Sensation 5. For Social interaction 6. For great Stories 7. For Self expression 8. Of Submission maandag 15 augustus 2011
  • 32. 4/5: Why we Play We play because we feel the need: 1. To be Challenged (drive to learn) 2. To Explore (boundaries and rules) 3. To Fantasize (break from reality) 4. For the Sensation (be energized, adrenaline, excited, feel we’re alive) 5. For Social contact (drive to bond) 6. For great Stories (stories - books, films, games - stick well) 7. For Self expression (drive to defend: status = candy for our ego) 8. Of Submission (clear rules and doing what we’re told is relaxing) maandag 15 augustus 2011
  • 33. 4/5: Why we Play Playing unlocks basic human Drivers 1. Learn Learn Defend 2. Defend 3. Bond 4. Acquire Acquire Bond maandag 15 augustus 2011
  • 34. 4/5: Why we Play Drivers & Needs Explore Challenge Self-expression Learn Defend Sensation Fantasize Acquire Bond Story Submission Social maandag 15 augustus 2011
  • 35. 4/5: Why we Play Explore: Challenge: A Football match How to Win Opponent Self-expression: Sensation: Learn Defend Show off Scoring Fantasize: Story: About Winning Acquire Bond It went and Status Up & Down Submission: Social: Team To Referee Supporters maandag 15 augustus 2011
  • 36. 4/5: Why we Play Player types: Explorers want to discover the world. It is their goal to scout out every corner of the game map and to explore the physical laws of the game ("Which monster drops which loot with which probability", "Which weapon is the most effective against which monster"). They like to pass on their discoveries to other players by, for instance, creating their own websites on the game, enjoying the reputation they build p because of their knowledge base. For this kind of player, the game world has to be continually expanded and filled with new and tricky riddles. Achievers gather treasures. They hoard all the items they can find and train their characters skills. The capital the accumulate (equipment, strength) allows them to fight against increasingly dangerous monsters, thereby enabling them to gather even more wealth which they can use to brag. For these people the game is and will stay interesting as long as there is a lot of collectible and powerful equipment to be found. Socializers Like to meet other people. They search for or create new challenges together or simply chat about events within and byond the game. Good communication systems which which allow players to converse effectively as well as social strucures like cities, guilds and families support these actions. Killers Love to wield power. They fight not only against the hostile environment, but will also happily attack other players, what they consider to be a kind of sport. For this purpose they improve their tactics and use the element of surprise. They see the varied reactions of their human victims as a bigger challenge than the very predictable response of the computer- controlled monsters. However in many online role-playing games fighting against other players is forbidden or restricted as maandag 15 augustus 2011
  • 37. 4/5: Why we Play Player types compared to insights relationship model Explorers Killers Achievers Socializers maandag 15 augustus 2011
  • 38. 4/5: Why we Play Explorers Explore Challenge Killers Self-expression Learn Defend Sensation Fantasize Acquire Bond Story Achievers Submission Social Socializer maandag 15 augustus 2011
  • 39. Objective Reward Explorers Explore Challenge Killers Self-expression Learn Defend Sensation Fantasize Acquire Bond Story Achievers Submission Social Socializers Rules Variables maandag 15 augustus 2011
  • 40. 5/5: Wrap up The objective of this presentation was to show you how gamification can help to achieve your organization or brand objectives We hope we succeeded! maandag 15 augustus 2011
  • 41. 5/5: Wrap up Contact us! Website: www.brandnewgame.nl Weblog: www.gamingandbranding.com Twitter: @BartHufen Don’t hesitate - the first visit is for free (Benelux only ;-) maandag 15 augustus 2011
  • 42. PLAY CONSULT CONCEPT ING maandag 15 augustus 2011