This document discusses gamification and how applying game elements to non-game contexts can drive user engagement and desired behaviors. It defines gamification as using game mechanics for non-entertainment purposes, like achieving business goals. Several key elements of successful gamification are outlined, including having a clear "win" state, giving users choices, providing feedback on progress, rewarding users, creating a sense of purpose, and ensuring the experience is fun. The document also cautions that gamification requires understanding user motivations and targeting behaviors linked to business outcomes. An approach is presented where users first define target behaviors, players/user profiles, and how to design the game experience using the six critical elements. The goal is to get users intrinsically motivated by

1. Massive user engagement through gamification
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Start
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2. For the Win!
CONGRATULATIONS!
You understand the concept
of gamification and how you
can apply it for your
business

3. Workshop
Learn Apply Pitch
Learn about
gamification and the
6 success factors in
getting your users
engaged
Discover how a
gamified approach
can help you drive
user engagement
Share your insights
how you can use a
gamified approach to
motivate your users

4. Homo ludens
Play is freedom, is not ordinary or real,
happens outside ordinairy life, creates
order and is not connected to material
interest
Magic circle: stepping in the game
voluntarily, suspending the rules of
the real world and accepting the
rules of the game. Basis for game
thinking and design ever since

5. We play our whole
life
The concept of play starts early in life...
and never goes away

6. No matter
what age
Nowadays gaming is a widely accepted
pastime regardless the age. Whatever
generation. From baby boomer to gen Y in
any shape or form.
Millenials are more attuned to video or mobile
gaming. Other generations want to play just
like any other, however they need better
onboarding to start enjoying digital games

7. No matter what
culture
No matter what culture, race or gender
Play is all around us. From sweepstakes,
party games, serious games, gaming

8. Not
gamification
Gamification is about applying game
elements and game design techniques in a
non-game context. a non-game context that
drives a business objective in a fixed amount
of time. With a beginning and an ending
The proliferation of mobile games, game
consoles and PC gaming has nothing to do
with gamification.

9. Gamers get it
Game players as urgent optimists who are
part of a social fabric, engaged in blissful
productivity, and on the lookout for epic
meaning
Engagement with games comes in 4
categories:
1. Compete: challenge, win, showoff
2. Express: build, create, design
3. Explore: Collect, rate, review
4. Collaborate: Share, help, support

10. Drive
Carrot and sticks no longer work
Get people intrinsically motivated by tapping
into their
1. desire to direct their own lives;
autonomy
2. the urge to get better and better at
something that matters ; mastery
3. the desire to do this in the service of
something larger than ourselves;
purpose
Successful gamification requires a clear
understanding of desired behavior connected
to your business objectives and knowing who
your users are

11. Dangers / side effects / Risks
Corn syrup
Risks
Overjustification
Too many extrinsic tangible awards
Coerced play
Repurposing
Cheating

12. Six elements of
success
For the
win!
A state that your players
aspire for and is
challenging to reach
Choices
Freedom for the players to
voluntarily choose how to
reach the win state
Purpose
Connecting to player’s
personal goals, passion or
higher purpose
Rewards
Provides players a sense of
accomplishment intrinsically
or extrinsically to drive desired
behavior
progress..
Feedback
Keeps players engaged with
instant insight in progress
and performance
Fun
Fun because it is
challenging, unexpectantly
rewarding or connect
strongly to purpose

13. 3Target behavior Players
Describe your key player
(demographics, ambitions,
motivation & beliefs)
Desired user behavior linked
to relevant business
outcomes
Game design
Define the 6 elements to
drive your player towards
target behavior
“Apply” Workshop

14. 1.Target behavior
Desired
behaviors
Business
outcomes
Describe the behaviors you want your users to display. Be specific! Describe the ultimate business outcome(s) you expect to drive with achieving the
target behavior(s)

15. 2.Player
Demographics
Psychographics
Motivations & beliefs
Player type
Describe:
-Behaviors
-Preferences
Describe:
-Age
-Gender
-Place
-Occupation
-Income
Describe:
-Needs
-Motivations
-Interactions
Select applicable type(s)
based on the above:
-Express
-Compete
-Explore
-Collaborate

16. 3.Game design
For the win!
What is it that you want the player to be really
good at and what challenges will the player
face while progressing to the win state?
Choices
What choices will the player have to decide
how to progress towards and reach the win
state?
Feedback
What kind of instant and juicy feedback will
you provide to inform the player of its
progress and accomplishments?
Rewards
What kind of tangible or intangible rewards
will you provide the player for both
progression and accomplishments? Think
about expected and unexpected rewards
Purpose
How will the win state, the challenges and the
choices connect to the player’s personal
beliefs, motivation and interests?
Fun
How will your game be fun for the player?

17. Ready player two?

18. Our experience
A selection of brands and companies we worked with

19. Press StartPress Start
Making your business more engaging
Drive behavior
Business impact
Platform independent