GAMIFICATION changing brands how game
thinking is ALEXDROZDOVSKY

Are you selling
ice-cream?

Successful seller
sellshimself

BUSINESS
classics

?howdo
we sell

Sexsells!

click

Magic sells!

ProfitQ4
$6b $8b
2011 2012

Free stuff sells!

Cats sell!

click

Fun sells!

Joy stick
industry

2011

Globalsales$154b
+20% in 2014

wordoftheyear
OXFORD
dictionary
Gamification

>300mpeopleplay
social games

3bhoursaweek
Weplaygames
as a planet

PLAYis fun takes place within
defined boundaries cannot be enforced Johan Huizinga Homo Ludens

MOTIVATION

LOYALTY

engagement

Tangible
Goods
1800s

Tangible Goods 1800s Cash Incentives
1930s

Tangible Goods 1800s Cash Incentives
1930s Loyalty Systems 1980s

Tangible Goods 1800s Cash Incentives
1930s Virtual Rewards 2000s Loyalty Systems 1980s

0 50 100 150 200
1800 1850 1900 1950 2000 2050 loyaltycosts status&socialpower

EXPLORATIONunstructured process of understanding life
around

PLAYplay is unstructured exploration within
certain parameters

GAMEa game is a problem
solving activity, approached with a playful attitude

GAMIFICATION the use of game-thinking and
game mechanics in non-game contexts in order to solve problems and engage audiences

click

Games are structured PlayStructured play
imposes further objectives and rules resulting in a game

Explore
Play
Game
BehaviorLife

Explore Play Game Behavior Explore
Life

Explore Play Game Behavior Explore
Play Life

Explore Play Game Behavior Explore
Play Game Life

Gamingmakes
lifemoreFunnn!

TheStructure
ofaGame

Wincondition whichservesasa criteria for completing
thegamesuccessfully

Objectives
whattheplayer has to achieve

Actions
thebehaviortheplayerhastoexhibittoplaythegame

Obstacles whattheplayer has to overcome
to achieve theobjective

Rules
constraints thatmustbeobservedwhilst playing thegame

Game Win condition Objectives Actions
Obstacles Rules Achieve X By Y Overcoming Z Without A B C

Structuring
brands
asGames

Wincondition Game:whichserves as a criteria
for completing thegamesuccessfully Brand Game:what behavior does the brand help consumers‘game’,how do they win?

Objectives Game:whattheplayer has toachieve Brand
Game:what are we actually asking people to do?

Actions Game:thebehaviortheplayerhastoexhibittoplaythegame Brand Game:how does
the player go about gaming that behavior,what does the brand provide to make this possible?

Obstacles Game:whattheplayer has toovercome to
achieve theobjective Brand Game:what obstacles will the player encounter,how does the brand help the player overcome them?

Rules Game:constraintsthatmustbeobserved whilst playing thegame
Brand Game:what are the rules of the brand game,and how are they enforced?

Thanks

GamerTypologies

Achievers ExplorersSocializers Killers acting interacting
worldplayers acting on other players interacting with other players acting on the world interacting with the world

Achievers

Achievers ExplorersSocializers Killers acting interacting
worldplayers acting on other players interacting with other players acting on the world interacting with the world

Explorers

Achievers ExplorersSocializers Killers acting interacting
worldplayers acting on other players interacting with other players acting on the world interacting with the world

Socializers

Achievers ExplorersSocializers Killers acting interacting
worldplayers acting on other players interacting with other players acting on the world interacting with the world

Killers

Achievers ExplorersSocializers Killers acting interacting
worldplayers acting on other players interacting with other players acting on the world interacting with the world

fromBroadcastBrand 1. choosing a behavior
to game 2. understanding the consumer as a gamer 3. gaming behavior 4. setting a brand ‘win condition’ 5. building the brand as a game toan InteractiveBrand

Escore recency frequency duration virality
ratings

0 25 50 75 100
cafe dating ecommerce recency frequency duration virality ratings

Cases

Whatkindof
armyman
areyou
dude?

1. Intense competition in the
labor market 2. Low image (the success of promotion - just the physical aspect) 3. Loss of interest in the army as a place to work SWEDISHARMYBACKGROUND

To launch a unique interactive
game, in which users need to solve first intellectual challenges and puzzles, and prove that they deserve to work in the Swedish army The games test memory,concentration,spatial thinking and multitasking and on conclusion a result is delivered which collates the team’s ability as a whole. This multiple connectivity experience is sure to grab the attention of the restless target audience,but it remains to be seen if it will result in additional sign-ups. SOLUTION

RESULTS 30% of the core
audience (56K people) were involved in the communication 360K users came to the site, 50% of them had attempted to solve the problem The high level of buzz In one month,the Swedish army enrolled more than during the previous year

DEAD

HOPE

Consumer conversion dramatically increases if
we make them involved into the communication and get huge positive charge Try to make consumer wanting to stay young and reckless again: we all need that.The only one that does not work - girls teenagers: they can not be young and they like to older SOLUTION

RESULTS After one month of
the campaign the number of clients for 'Charter' exceeded summer season’s numbers

thanks for playing!