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Gamification, Game Based Marketing, Serious Business

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Gamification, the next big thing? Wat is het, hoe werkt het en wat kun je er mee doen? John Meulemans van 3sixtyfive gaf tijdens de Cross Examination #2 een aantal insights in the wereld van Gamification. Inmiddels Serious Business. Als je er mee aan de slag wil ook een aantal handige "Pointers".

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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
  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
  9. 9. 1. GamificationY ES O R NO
  10. 10. 1. GamificationY ES O R NO - but can be used for loyalty -
  11. 11. 1. GamificationY ES O R NO
  12. 12. 1. GamificationY ES O R NO YES!
  13. 13. 1. GamificationI T’ S ALL ABO UT D OPA M I NE Is released when we go from challenge to achievement
  14. 14. 1. GamificationY ES O R NOIt’s about positive rewards
  15. 15. 1. GamificationW HY DO P E OP L E P L AY ? Socializing Mastery
  16. 16. 1. GamificationW HY DO P E OP L E P L AY ? Socializing Mastery
  17. 17. 1. GamificationW HY DO P E OP L E P L AY ? Socializing Mastery Destress
  18. 18. 1. GamificationW HY DO P E OP L E P L AY ? Socializing Mastery Destress Fun
  19. 19. 1. GamificationTY PE S O F P L AY E R S Socializers
  20. 20. 1. GamificationTY PE S O F P L AY E R S Socializers Explorers
  21. 21. 1. GamificationTY PE S O F P L AY E R S Socializers Explorers Achievers
  22. 22. 1. GamificationTY PE S O F P L AY E R S Socializers Explorers Achievers Killers
  23. 23. 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.
  24. 24. NotNewbut different
  25. 25. 1. Not New But DifferentR E MEM BE R T H E S E ? Spend more and get an upgrade
  26. 26. 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
  27. 27. 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!
  28. 28. GameMechanics
  29. 29. 3. Game MechanicsS OME EXAM P L E S Point systems
  30. 30. 3. Game MechanicsS OME EXAM P L E S Point systems Leaderboard / Achievements
  31. 31. 3. Game MechanicsS OME EXAM P L E S Point systems Leaderboard / Achievements Level up
  32. 32. 3. Game MechanicsS OME EXAM P L E S Countdown
  33. 33. 3. Game MechanicsS OME EXAM P L E S Countdown Progression
  34. 34. 3. Game MechanicsS OME EXAM P L E S Countdown Progression Badges / Stickers
  35. 35. 3. Game MechanicsS OME EXAM P L E S Community Collaboration
  36. 36. Whatcan you do with it
  37. 37. 4. What you can do with itU S ER E NGA GE M E N T Maximize engagement
  38. 38. 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
  39. 39. 4. What you can do with itU S ER E NGA GE M E N T
  40. 40. 4. What you can do with itU S ER E NGA GE M E N T Check in: Movies, music, games, books
  41. 41. 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
  42. 42. 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
  43. 43. 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!
  44. 44. 4. What you can do with itU S ER E NGA GE M E N T
  45. 45. 4. What you can do with itU S ER E NGA GE M E N T
  46. 46. 4. What you can do with itU S ER E NGA GE M E N T
  47. 47. 4. What you can do with itU S ER E NGA GE M E N T And you thought this was crazy!
  48. 48. 4. What you can do with itU S ER E NGA GE M E N T And you thought this was crazy!
  49. 49. 4. What you can do with itU S ER E NGA GE M E N T And you thought this was crazy!
  50. 50. 4. What you can do with itU S ER E NGA GE M E N T Publishing
  51. 51. 4. What you can do with itS OLVE P RO B L E M S Saving energy can be fun, competitive and social
  52. 52. 4. What you can do with itS OLVE P RO B L E M S Get people to vote. Not so far fetched
  53. 53. 4. What you can do with itS OLVE P RO B L E M S Do good. Stimulate charity. Help people.
  54. 54. seriousbusiness cases
  55. 55. 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
  56. 56. 5. Serious BusinessG R OUP O N 2009: $100k 2010: $10M 2011: $2.6B
  57. 57. 5. Serious BusinessNIK E + Run against & with friends. Stay motivated. Nike facilitates.
  58. 58. 5. Serious BusinessDO N’T FO RGE T T H E D UT CH How to use in a campaign
  59. 59. 5. Serious BusinessDO N’T FO RGE T T H E D UT CH
  60. 60. 5. Serious BusinessDO N’T FO RGE T T H E D UT CH 1st gamified travel platform
  61. 61. 5. Serious BusinessDO N’T FO RGE T T H E D UT CH 1st gamified travel platform Fans + Locals + Visitors + Trade
  62. 62. 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
  63. 63. 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!
  64. 64. 3. Serious BusinssP LA KK E RS
  65. 65. Somepointers
  66. 66. 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)
  67. 67. 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)
  68. 68. 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)
  69. 69. 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)
  70. 70. 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)
  71. 71. 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)
  72. 72. 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)
  73. 73. 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)
  74. 74. One more thing
  75. 75. There is nomagic potion
  76. 76. thanks any questions?

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