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creëert merkinteractie




                    WE ARE GIDESIGN
WELKOM
           ALLEMAAL




creëert merkinteractie
creëert merkinteractie




                    Eelko Lommers
                                Creative & strategy director

                     “Take over the world and turn it into a playground.”
creëert merkinteractie




                         https://www.youtube.com/watch?v=OU1Q3b1EN9M
Chapter one: Science
creëert merkinteractie




                                           WORK!



          So who of you is doing sports?
                         So can you tell me why?... no really why?
creëert merkinteractie




                                  WHY?



                         Sports
creëert merkinteractie




                                  Because of ...




  Being fit                                        Fun




                         Social
                                         Winning
creëert merkinteractie




                   Is that the real reason?
creëert merkinteractie




Being fit was meant to ...



                         Survive.
                         Keep us from getting killed.
                         Feed ourselves.
                         And that was all the
                         motivation we needed.
creëert merkinteractie




   Inspite all the energy it is
costing us, the brain motivates
us to keep fit because we want
         to stay alive...
creëert merkinteractie




     Our brain wants us to be in
    shape so we will be able to...

                                            Hunt
                                      Run for our lives
                                          Live long
                         Be the strongest, fastest, best of our tribe
creëert merkinteractie




                  And we don’t need that
                     anymore do we?
                  Our survival instinct tells us we need to be fit,
        but we know we don’t need to be because life has changed for us.
creëert merkinteractie




   So according to evolution we
  nowadays should not be moving
  at all, because we don’t need it.
               But here comes the jedi mind trick of the brain....motivation
creëert merkinteractie




              But where does motivation
                    come from?
creëert merkinteractie




                                  Feb. 22, 2012
                                 Mathias Pessiglione
                                 (University Pierre and Marie Curie)


    Identified the part of the brain driving motivation during actions that combine
                              physical and/or mental effort:

                                 the ventral striatum.




  The attached dorsal striatum contributes directly to decision-making and initiation.
It does this by combining sensory, cognitive, and motivational/emotional information.
It is key to the motivational and learning processes that support goal-directed action.
creëert merkinteractie




         So, people get motivated by
         what they see, hear and feel.

                But how do we learn to use that what we see, hear and feel?
creëert merkinteractie




                         We play.
creëert merkinteractie




                   Play is the way we learn.
                   It is the way we learn to
                       motivate ourselves

                            So play is the method, motivation is the goal.
                         Just look at your kids, and you’ll know it is the truth.
creëert merkinteractie




                                  So...WHY?



                         Sports
creëert merkinteractie




 Because it has never been more
 fun, more challenging and more
         rewarding to...
                                            Hunt
                                      Run for our lives
                                          Live long
                         Be the strongest, fastest, best of our tribe
creëert merkinteractie




           We play, because it is how we
                evolve as a species
              Playing games triggers all kinds of areas in the human brain.
                Your problems solving skills and creativity get stimulated.
            Combine that with the purpose driven effectiveness that comes from
              motivation through playing games and the circle is complete.

                                  We are made to play
creëert merkinteractie




           We play, because it gives us a
           purpose that we can master,
                and allows us to be
             autonomous in doing so
              It makes us feel good about ourselves, and therefore motivates us.
creëert merkinteractie




                         http://www.youtube.com/watch?v=u6XAPnuFjJc
creëert merkinteractie




  So if you want to movitate
people into a certain behaviour?

                         Let them play
Chapter two: the power
        of play
creëert merkinteractie




  “Play is the only way the
  highest intelligence of
  humankind can unfold.”
  Joseph Chilton Pearce, Amerikaanse Child development expert
creëert merkinteractie




                           Gamification?
            Gamification is synonym for motivation techniques that originate
              from gameplay. While gameplay is as old as humanity itself,
            gamification uses elements from gameplay and games in a daily
                 context to motivate people or to direct them into action.
creëert merkinteractie




                         Gamification of....
                         Pimp the planet
creëert merkinteractie




                     But this is not just about games, so what we refer to as gamification to me is a;


     Playfull Individual Motivation Process©
                                                      P.I.M.P.




                          It is not about the destination, it is about the process
creëert merkinteractie




              With Gamification, your wish is to motivate someone. So give them
                a purpose, something they can master and grant them autonomy.
                               The reward is progress and engagement.




                    So if you want people to like your brand through gamification,
   you need to give them a purpose, something they can master and autonomy.
                         The reward is total brand ownership and engagement.
                                This way they will mobilise themselves.
creëert merkinteractie




                         https://www.youtube.com/watch?v=nhStKDFGv_s
creëert merkinteractie




                                   Tangeantal learning
                         Learn by experiencing things. Not by being taught or told.

             “Tell me and I forget, show me and I remember, involve me and I will understand”
                                             Benjamin franklin
creëert merkinteractie




                                   But how do i turn gameplay into motivation?



  We get triggered by what we
 see, hear and feel & we want
purpose, mastery and autonomy.
                                               So, we...


                                              • Visualise.
                         • Provide clarity by setting one single main goal.
  • Direct everything towards that goal, this means visually, audio, emotion
 story, tasks. We create an optimal experience environment for motivation.
creëert merkinteractie




          NO FUN
                                        We visualise                                        FUN

                         Because seing is believing. Our whole world is visual and we are
                                      sensitive to visually aided concepts.
creëert merkinteractie




  CLARITY                                                                                    NO FOCUS

                                    One single goal
                         Because seing is believeing. Our whole world is visual and we are
                                      sensitive to visually aided concepts.
creëert merkinteractie




                         Create environment
     Scaffolded challenges + optimal environment + feedback (preferable juicy feedback) = FLOW
creëert merkinteractie




                             +




+
creëert merkinteractie




                                      You play to win don’t you?

                  No... you play to “epic win!”
Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
creëert merkinteractie




                                      You play to win don’t you?

                  No... you play to “epic win!”
Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
creëert merkinteractie




                                      You play to win don’t you?

                  No... you play to “epic win!”
Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
creëert merkinteractie




                                      You play to win don’t you?

                  No... you play to “epic win!”
Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
creëert merkinteractie




                                      You play to win don’t you?

                  No... you play to “epic win!”
Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
creëert merkinteractie




                                         That is nice and all,


     but that’s just games, real life
             is not like that
                 Not exactly, but in a way we think it is. Remember it is not
                         about the game, it is about achieving something.
           And once you realise you’ve made it, it is follwed by an epic win.
    And real life is full of epic win’s because of achievements through play.
creëert merkinteractie




                         https://www.youtube.com/watch?v=Jr0bXVlBd3A
creëert merkinteractie




                                               WORK!

       Can you think of real life events
       that are structured like games?
                         What would be the goal, the rules, the scaffolding
                                  challenges, and the epic win?




     How to influence this, give them the playing field and the weapons to win!
creëert merkinteractie




                                             And now what?



                We look at the peer driven
                    motivational cycle
                                          This means...


              • Peer pressure. When everybody else is doing it, I want it to.
                         • Peer pleasure. It is more fun to do it together
 • Peer recognition. I am more motivated if I get good feedback from peers
                • Peer sharing. If it is good I want to share it with my friends
creëert merkinteractie




                                              What about

                                  Peer pressure
Ever heard that good parenting is not about your kids follow your adivce or
                         what you want them to do. They mimic by example.


  Peer pressure is kind of the same thing. We naturally follow by example.
                             If I see something is working for someone,
            I want to be part of it. And if we are in a group while doing so, it
       creates a bond between us. And I will give it my best, because i do
                               want to look good in front of my peers.


                                  Peer pressure enhance the fun.
creëert merkinteractie




                         https://www.youtube.com/watch?v=2lXh2n0aPyw
creëert merkinteractie




                                            What about

                                  Peer pleasure
                                 Together most stuff is more fun.
                     This is one the reasons that MMO Mass Multipayer Online
              games are highly popular, you get to share the fun without losing
                              your own position in the play situation.




      Playing or getting motivated together is creating strong social bonds that
                              work motivating us towards our goals.
creëert merkinteractie




                         https://www.youtube.com/watch?v=VCqYn2FZW0c
creëert merkinteractie




                                    What about

                         Peer Recognition
                          The best example is Wikipedia




                                    Like only one of the biggest games ever...


                                    • 15.000.000 articles.
                                    • As acurate as the Encyclopedia Brittannica.
                                    • Peer driven.
                                    • Inbuild point system that enhances mastery.
                                     Your authority as a writer depends on the
                                     points you get from your peers.
creëert merkinteractie




                               What about

                         Peer Sharing




                           Need is say more?
creëert merkinteractie




                         https://www.youtube.com/watch?v=C0Je0GxnMTw
creëert merkinteractie



                          Currently?


This is how we use “gamification“ now
creëert merkinteractie



                          Currently?


This is how we use “gamification“ now
creëert merkinteractie




                         Currently?



     If you look at the potential, then
     how we use gamification now is
         the online equivalent of...
creëert merkinteractie
creëert merkinteractie



                         What is the proper use?


   You use the area where user
     value and business value
  create symbiosis and relevance

                               This isn’t it!
creëert merkinteractie



                         What is the proper use?


   You use the area where user
     value and business value
  create symbiosis and relevance
creëert merkinteractie




                         http://www.youtube.com/watch?v=_zJ7ngSF8no
creëert merkinteractie
creëert merkinteractie
creëert merkinteractie
creëert merkinteractie
creëert merkinteractie




                         e-Strategy
                         Interaction starts with the unique GiDesign e-strategy session!
                         Goal: define your e-DNA and create real interaction
                         How: in 1 active session that feels like a ‘game‘
                         (based on gamification)
                         What: Define your: -social channels, -online tone of voice and measure skills levels. Describe your
                         online target group and competitors.
                         Result
                         Online masterplan in one passport with SMART goals and next steps
creëert merkinteractie




                                              So what now?

                         How do i gamify stuff?
                         • Visualise your challenge
                         • Trigger all senses
                         • Create a purpose
                         • Clarify your main goal
                         • Evoke mastery
                         • Provide Autonomy
                         • It is about the experience
                         • Make it challenging
                         • Use tangeantal learning
                         • What will motivate the player
                         • Make it personal
                         • Make it social
                         • Use the peer driven motivational cycle

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Gamefication2share

  • 1. creëert merkinteractie WE ARE GIDESIGN
  • 2. WELKOM ALLEMAAL creëert merkinteractie
  • 3. creëert merkinteractie Eelko Lommers Creative & strategy director “Take over the world and turn it into a playground.”
  • 4. creëert merkinteractie https://www.youtube.com/watch?v=OU1Q3b1EN9M
  • 6. creëert merkinteractie WORK! So who of you is doing sports? So can you tell me why?... no really why?
  • 8. creëert merkinteractie Because of ... Being fit Fun Social Winning
  • 9. creëert merkinteractie Is that the real reason?
  • 10. creëert merkinteractie Being fit was meant to ... Survive. Keep us from getting killed. Feed ourselves. And that was all the motivation we needed.
  • 11. creëert merkinteractie Inspite all the energy it is costing us, the brain motivates us to keep fit because we want to stay alive...
  • 12. creëert merkinteractie Our brain wants us to be in shape so we will be able to... Hunt Run for our lives Live long Be the strongest, fastest, best of our tribe
  • 13. creëert merkinteractie And we don’t need that anymore do we? Our survival instinct tells us we need to be fit, but we know we don’t need to be because life has changed for us.
  • 14. creëert merkinteractie So according to evolution we nowadays should not be moving at all, because we don’t need it. But here comes the jedi mind trick of the brain....motivation
  • 15. creëert merkinteractie But where does motivation come from?
  • 16. creëert merkinteractie Feb. 22, 2012 Mathias Pessiglione (University Pierre and Marie Curie) Identified the part of the brain driving motivation during actions that combine physical and/or mental effort: the ventral striatum. The attached dorsal striatum contributes directly to decision-making and initiation. It does this by combining sensory, cognitive, and motivational/emotional information. It is key to the motivational and learning processes that support goal-directed action.
  • 17. creëert merkinteractie So, people get motivated by what they see, hear and feel. But how do we learn to use that what we see, hear and feel?
  • 19. creëert merkinteractie Play is the way we learn. It is the way we learn to motivate ourselves So play is the method, motivation is the goal. Just look at your kids, and you’ll know it is the truth.
  • 20. creëert merkinteractie So...WHY? Sports
  • 21. creëert merkinteractie Because it has never been more fun, more challenging and more rewarding to... Hunt Run for our lives Live long Be the strongest, fastest, best of our tribe
  • 22. creëert merkinteractie We play, because it is how we evolve as a species Playing games triggers all kinds of areas in the human brain. Your problems solving skills and creativity get stimulated. Combine that with the purpose driven effectiveness that comes from motivation through playing games and the circle is complete. We are made to play
  • 23. creëert merkinteractie We play, because it gives us a purpose that we can master, and allows us to be autonomous in doing so It makes us feel good about ourselves, and therefore motivates us.
  • 24. creëert merkinteractie http://www.youtube.com/watch?v=u6XAPnuFjJc
  • 25. creëert merkinteractie So if you want to movitate people into a certain behaviour? Let them play
  • 26. Chapter two: the power of play
  • 27. creëert merkinteractie “Play is the only way the highest intelligence of humankind can unfold.” Joseph Chilton Pearce, Amerikaanse Child development expert
  • 28. creëert merkinteractie Gamification? Gamification is synonym for motivation techniques that originate from gameplay. While gameplay is as old as humanity itself, gamification uses elements from gameplay and games in a daily context to motivate people or to direct them into action.
  • 29. creëert merkinteractie Gamification of.... Pimp the planet
  • 30. creëert merkinteractie But this is not just about games, so what we refer to as gamification to me is a; Playfull Individual Motivation Process© P.I.M.P. It is not about the destination, it is about the process
  • 31. creëert merkinteractie With Gamification, your wish is to motivate someone. So give them a purpose, something they can master and grant them autonomy. The reward is progress and engagement. So if you want people to like your brand through gamification, you need to give them a purpose, something they can master and autonomy. The reward is total brand ownership and engagement. This way they will mobilise themselves.
  • 32. creëert merkinteractie https://www.youtube.com/watch?v=nhStKDFGv_s
  • 33. creëert merkinteractie Tangeantal learning Learn by experiencing things. Not by being taught or told. “Tell me and I forget, show me and I remember, involve me and I will understand” Benjamin franklin
  • 34. creëert merkinteractie But how do i turn gameplay into motivation? We get triggered by what we see, hear and feel & we want purpose, mastery and autonomy. So, we... • Visualise. • Provide clarity by setting one single main goal. • Direct everything towards that goal, this means visually, audio, emotion story, tasks. We create an optimal experience environment for motivation.
  • 35. creëert merkinteractie NO FUN We visualise FUN Because seing is believing. Our whole world is visual and we are sensitive to visually aided concepts.
  • 36. creëert merkinteractie CLARITY NO FOCUS One single goal Because seing is believeing. Our whole world is visual and we are sensitive to visually aided concepts.
  • 37. creëert merkinteractie Create environment Scaffolded challenges + optimal environment + feedback (preferable juicy feedback) = FLOW
  • 39. creëert merkinteractie You play to win don’t you? No... you play to “epic win!” Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
  • 40. creëert merkinteractie You play to win don’t you? No... you play to “epic win!” Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
  • 41. creëert merkinteractie You play to win don’t you? No... you play to “epic win!” Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
  • 42. creëert merkinteractie You play to win don’t you? No... you play to “epic win!” Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
  • 43. creëert merkinteractie You play to win don’t you? No... you play to “epic win!” Winning is no fun without the anticpiation of reaching your goal. It is the anticipation that creates the epicness.
  • 44. creëert merkinteractie That is nice and all, but that’s just games, real life is not like that Not exactly, but in a way we think it is. Remember it is not about the game, it is about achieving something. And once you realise you’ve made it, it is follwed by an epic win. And real life is full of epic win’s because of achievements through play.
  • 45. creëert merkinteractie https://www.youtube.com/watch?v=Jr0bXVlBd3A
  • 46. creëert merkinteractie WORK! Can you think of real life events that are structured like games? What would be the goal, the rules, the scaffolding challenges, and the epic win? How to influence this, give them the playing field and the weapons to win!
  • 47. creëert merkinteractie And now what? We look at the peer driven motivational cycle This means... • Peer pressure. When everybody else is doing it, I want it to. • Peer pleasure. It is more fun to do it together • Peer recognition. I am more motivated if I get good feedback from peers • Peer sharing. If it is good I want to share it with my friends
  • 48. creëert merkinteractie What about Peer pressure Ever heard that good parenting is not about your kids follow your adivce or what you want them to do. They mimic by example. Peer pressure is kind of the same thing. We naturally follow by example. If I see something is working for someone, I want to be part of it. And if we are in a group while doing so, it creates a bond between us. And I will give it my best, because i do want to look good in front of my peers. Peer pressure enhance the fun.
  • 49. creëert merkinteractie https://www.youtube.com/watch?v=2lXh2n0aPyw
  • 50. creëert merkinteractie What about Peer pleasure Together most stuff is more fun. This is one the reasons that MMO Mass Multipayer Online games are highly popular, you get to share the fun without losing your own position in the play situation. Playing or getting motivated together is creating strong social bonds that work motivating us towards our goals.
  • 51. creëert merkinteractie https://www.youtube.com/watch?v=VCqYn2FZW0c
  • 52. creëert merkinteractie What about Peer Recognition The best example is Wikipedia Like only one of the biggest games ever... • 15.000.000 articles. • As acurate as the Encyclopedia Brittannica. • Peer driven. • Inbuild point system that enhances mastery. Your authority as a writer depends on the points you get from your peers.
  • 53. creëert merkinteractie What about Peer Sharing Need is say more?
  • 54. creëert merkinteractie https://www.youtube.com/watch?v=C0Je0GxnMTw
  • 55. creëert merkinteractie Currently? This is how we use “gamification“ now
  • 56. creëert merkinteractie Currently? This is how we use “gamification“ now
  • 57. creëert merkinteractie Currently? If you look at the potential, then how we use gamification now is the online equivalent of...
  • 59. creëert merkinteractie What is the proper use? You use the area where user value and business value create symbiosis and relevance This isn’t it!
  • 60. creëert merkinteractie What is the proper use? You use the area where user value and business value create symbiosis and relevance
  • 61. creëert merkinteractie http://www.youtube.com/watch?v=_zJ7ngSF8no
  • 66. creëert merkinteractie e-Strategy Interaction starts with the unique GiDesign e-strategy session! Goal: define your e-DNA and create real interaction How: in 1 active session that feels like a ‘game‘ (based on gamification) What: Define your: -social channels, -online tone of voice and measure skills levels. Describe your online target group and competitors. Result Online masterplan in one passport with SMART goals and next steps
  • 67. creëert merkinteractie So what now? How do i gamify stuff? • Visualise your challenge • Trigger all senses • Create a purpose • Clarify your main goal • Evoke mastery • Provide Autonomy • It is about the experience • Make it challenging • Use tangeantal learning • What will motivate the player • Make it personal • Make it social • Use the peer driven motivational cycle