This document discusses gamification and its application to sales impact case studies. It defines gamification as using game elements in non-game contexts. It outlines four main player types - achievers, killers, explorers, and socializers - based on Bartle's player type taxonomy. It then provides four examples of applying gamification design principles centered around each player type to a midnight sale promotion case study. Specifically, it focuses on using achiever, killer, explorer, and socializer motivations to increase functional value, make the experience fun, and give it meaningful purpose in a way that is usable and aesthetically pleasing.

1. Gamification
Creating Value for an activity
INSIGHT/THINK / CONCEPT
SAM CREATIVE GROUP INDONESIA
Giant
Managing Director &
Chief Innovation Officer

2. gamification is the use of game element
in non game context

4. character gamer
achiever
killer
explorer
socializer

5. internal
acting
killers achiever
people player world environment
socializer explorer
interacting
Bartles player type 1996
external

6. internal
acting
win, compare,
challenge, showoff,
create
killers achiever
people player world environment
socializer explorer
interacting
external

7. #1
achiever (point) Sales impact case study

8. #1
achiever (point) Sales impact case study

9. internal
acting
killers achiever
people player world environment
socializer explorer
help, like,
comment, give,
share, greeting,
express
interacting
external

10. #4
socializer Sales impact case study

11. internal
acting
killers achiever
people player world environment
socializer explorer
explore, vote, view,
review, rate, curate
interacting
external

12. #3
explorer (place) Sales impact case study

13. internal
acting
hack, cheat, harass,
tease, taunt
killers achiever
people player world environment
socializer explorer
interacting
external

14. #2
killer (competition)
Sales impact case study

15. #2
killer (competition)
Sales impact case study
midnight Sale

16. internal
acting
win, compare,
hack, cheat, harass, challenge, showoff,
tease, taunt create
killers achiever
people player world environment
socializer explorer
help, like, explore, vote, view,
comment, give, review, rate, curate
share, greeting,
express
interacting
Bartles player type 1996
external

17. gamification design process
functional usable aesthetic pleasurable meaningful

18. gamification design process
midnight Sale
value
fun
packaging
reachable
Sales
functional usable aesthetic pleasurable meaningful

19. gamification App
achiever

20. gamification App
explorer

21. Unique
indonesia
Consumer
Behavior

22. community driven
WOM power
5-15

23. community driven
WOM power

24. 110% mobile penetration
61 juta internet user
58 juta from mobile
2012

25. Rise of Power Bank

26. community driven
WOM power

27. short term context oriented
price conscious
memory impulsive buyer

28. short term memory case study (stuck)

29. short term memory case study (euphoria)
senayan city