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GAMIFICATIONGame Based Marketing,  Serious Business    24 november 2011       C O P Y R I G H T 3 S I X T Y F I V E B . V.
Table of contents1 Gamification?2 Not new but different3 Game mechanics4 What you can do with it5 Serious Business6 Some p...
Gam  ifi cation
1. GamificationTH E DECA D E OF GA M E SSocial Layer:Last decadeConnectionsFacebook’s Open GraphConstruction is overGame L...
1. Gamification DE FINI TIO NThe use of game-mechanics andgame-thinking in order to create userengagement and solve proble...
Maybe this helps...
1. GamificationY ES O R NO
1. GamificationY ES O R NO              - but can be used for loyalty -
1. GamificationY ES O R NO              YES!
1. GamificationI T’ S ALL ABO UT D OPA M I NE             Is released when we go from challenge to achievement
1. GamificationY ES O R NOIt’s about positive rewards
1. GamificationW HY DO P E OP L E P L AY ? Socializing     Mastery      Destress   Fun
1. GamificationTY PE S O F P L AY E R S  Socializers      Explorers   Achievers   Killers
1. GamificationDE S IG N SO M E T H I N G I N T E R ES T I N G F O R E VE R YB O D Y                   Anything that can m...
NotNewbut different
1. Not New But DifferentR E MEM BE R T H E S E ? Spend more and get an upgrade   Fly more and get an upgrade   Master!
GameMechanics
3. Game MechanicsS OME EXAM P L E S    Point systems    Leaderboard / Achievements   Level up
3. Game MechanicsS OME EXAM P L E S   Countdown         Progression   Badges / Stickers
3. Game MechanicsS OME EXAM P L E S                     Community Collaboration
Whatcan you do    with it
4. What you can do with itU S ER E NGA GE M E N T                      Maximize engagement
4. What you can do with itU S ER E NGE GE M E N T            15 Million users and counting, 77% checks-in 30x per month
4. What you can do with itU S ER E NGA GE M E N T                          Check in: Movies, music, games, books          ...
4. What you can do with itU S ER E NGA GE M E N T
4. What you can do with itU S ER E NGA GE M E N T                     And you thought this was crazy!
4. What you can do with itU S ER E NGA GE M E N T                          Publishing
4. What you can do with itS OLVE P RO B L E M S               Saving energy can be fun, competitive and social
4. What you can do with itS OLVE P RO B L E M S                 Get people to vote. Not so far fetched
4. What you can do with itS OLVE P RO B L E M S                 Do good. Stimulate charity. Help people.
seriousbusiness   cases
5. Serious BusinessS U CC ES LIE S I N M ULT I P L E G AME ME C H AN I C S It’s in the combination of game-mechanics that ...
5. Serious BusinessG R OUP O N              2009: $100k   2010: $10M   2011: $2.6B
5. Serious BusinessNIK E +          Run against & with friends. Stay motivated. Nike facilitates.
5. Serious BusinessDO N’T FO RGE T T H E D UT CH                   How to use in a campaign
5. Serious BusinessDO N’T FO RGE T T H E D UT CH                          1st gamified travel platform                     ...
3. Serious BusinssP LA KK E RS
Somepointers
6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DO...
6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DO...
6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DO...
6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DO...
6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DO...
6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DO...
6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DO...
6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DO...
One more  thing
There is nomagic potion
thanks any questions?
Gamification: Game based marketing, serious business
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Gamification: Game based marketing, serious business

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Presentation that's actually an introduction to gamification and gives quite a few real world examples / case to show it's not theoretical, it's already here.

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Gamification: Game based marketing, serious business

  1. 1. GAMIFICATIONGame Based Marketing, Serious Business 24 november 2011 C O P Y R I G H T 3 S I X T Y F I V E B . V.
  2. 2. Table of contents1 Gamification?2 Not new but different3 Game mechanics4 What you can do with it5 Serious Business6 Some pointers Kudos to @sethpriebatsch @dingstweets @mysticmobile @gamespacenl
  3. 3. Gam ifi cation
  4. 4. 1. GamificationTH E DECA D E OF GA M E SSocial Layer:Last decadeConnectionsFacebook’s Open GraphConstruction is overGame Layer:Next decade Seth PriebatschInfluence & behaviour Chief NinjaNo foundation SCVNGRConstruction has just begun
  5. 5. 1. Gamification DE FINI TIO NThe use of game-mechanics andgame-thinking in order to create userengagement and solve problems.
  6. 6. Maybe this helps...
  7. 7. 1. GamificationY ES O R NO
  8. 8. 1. GamificationY ES O R NO - but can be used for loyalty -
  9. 9. 1. GamificationY ES O R NO YES!
  10. 10. 1. GamificationI T’ S ALL ABO UT D OPA M I NE Is released when we go from challenge to achievement
  11. 11. 1. GamificationY ES O R NOIt’s about positive rewards
  12. 12. 1. GamificationW HY DO P E OP L E P L AY ? Socializing Mastery Destress Fun
  13. 13. 1. GamificationTY PE S O F P L AY E R S Socializers Explorers Achievers Killers
  14. 14. 1. GamificationDE S IG N SO M E T H I N G I N T E R ES T I N G F O R E VE R YB O D Y Anything that can measured, can be gamified.
  15. 15. NotNewbut different
  16. 16. 1. Not New But DifferentR E MEM BE R T H E S E ? Spend more and get an upgrade Fly more and get an upgrade Master!
  17. 17. GameMechanics
  18. 18. 3. Game MechanicsS OME EXAM P L E S Point systems Leaderboard / Achievements Level up
  19. 19. 3. Game MechanicsS OME EXAM P L E S Countdown Progression Badges / Stickers
  20. 20. 3. Game MechanicsS OME EXAM P L E S Community Collaboration
  21. 21. Whatcan you do with it
  22. 22. 4. What you can do with itU S ER E NGA GE M E N T Maximize engagement
  23. 23. 4. What you can do with itU S ER E NGE GE M E N T 15 Million users and counting, 77% checks-in 30x per month
  24. 24. 4. What you can do with itU S ER E NGA GE M E N T Check in: Movies, music, games, books Earn stickers, points Follow friends Become guru!
  25. 25. 4. What you can do with itU S ER E NGA GE M E N T
  26. 26. 4. What you can do with itU S ER E NGA GE M E N T And you thought this was crazy!
  27. 27. 4. What you can do with itU S ER E NGA GE M E N T Publishing
  28. 28. 4. What you can do with itS OLVE P RO B L E M S Saving energy can be fun, competitive and social
  29. 29. 4. What you can do with itS OLVE P RO B L E M S Get people to vote. Not so far fetched
  30. 30. 4. What you can do with itS OLVE P RO B L E M S Do good. Stimulate charity. Help people.
  31. 31. seriousbusiness cases
  32. 32. 5. Serious BusinessS U CC ES LIE S I N M ULT I P L E G AME ME C H AN I C S It’s in the combination of game-mechanics that creates success. Seth Priebatsch Chief Ninja SCVNGR
  33. 33. 5. Serious BusinessG R OUP O N 2009: $100k 2010: $10M 2011: $2.6B
  34. 34. 5. Serious BusinessNIK E + Run against & with friends. Stay motivated. Nike facilitates.
  35. 35. 5. Serious BusinessDO N’T FO RGE T T H E D UT CH How to use in a campaign
  36. 36. 5. Serious BusinessDO N’T FO RGE T T H E D UT CH 1st gamified travel platform Fans + Locals + Visitors + Trade Stimulate quantity & quality Plakkers!
  37. 37. 3. Serious BusinssP LA KK E RS
  38. 38. Somepointers
  39. 39. 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
  40. 40. 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
  41. 41. 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
  42. 42. 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
  43. 43. 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
  44. 44. 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
  45. 45. 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
  46. 46. 6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)
  47. 47. One more thing
  48. 48. There is nomagic potion
  49. 49. thanks any questions?

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