Gamification is the process of using game mechanics and game design techniques to engage and motivate people to achieve their goals. This presentation discusses how gamification can be used in digital marketing and communication for brands. It provides examples of how brands have incorporated gamification, such as through branded games and experiences. The presentation also outlines best practices for designing gamified experiences, including defining objectives, validating creative concepts, and ensuring gameplay loops and rewards systems align with brand values.

1. gamifica'on
digital marke'ng entertainment

2. Digiworks: play with brands!
> Since 2008, we design games and interac've apps for leading brands
Christmas
Speed Robot

3. 1
The ba8le for
a8en:on
2
Everybody
plays
3
4
« Gamification » ? Games for
communication

4. 1
The ba8le for
a8en:on

5. From 500 to 2,000 ads per day

6. Do you see those ads ?
Do you click on them ?

7. 83% of French people think that ads disturb their web naviga'on

8. 1/3 of French people do not wish to receive adver'sing

9. What could aIract the aIen'on of this boy ?
«Gamers» par Phil Toledano

10. A game !
Fez de Polytron

11. 2
Everybody plays !

12. Everybody plays…

13. Gaming is a part of our society
2,000 years BC, Atys saved his people from starva'on thanks to games

14. The gaming industry is mass market
Call Of Duty Black Ops : 23 million units
CityVille : 36 million units
Fifa 2013 : 11 million units
Angry Birds : 1,5 billion downloads

15. In France too !
In France, the video game market is bigger than music and cinema
Videogames
2,7 billions €
Music
817 millions €
Source : SNJV (2011)
Cinema
1,3 billion €

16. 3
« Gamification »
?

17. “A game is a problem-­‐solving ac'vity, approached with a playful
aetude. ”
Jesse Shell
Heavy Rain, de Quan'c Dream

18. What is a game?
« Work consists of whatever a body is obliged to do, and play consists of whatever a body
is not obliged to do.»
Mark Twain
football players need to win, their careers
revolve around games
kids play just for fun, defeat has no
consequence

19. « Gamifica:on » : not a very good word

20. « Gamifica:on » : not a good word
«Gamification is not a project...it's a program that gets invested in for the long-term.
Those that understand that see the most impactful and meaningful results».
Gabe Zichermann
«Gamification is bullshit»
Ian Bogost

21. Defini:on of « gamifica:on »
«The process of game-­‐thinking and game mechanics is to engage users and solve
problems»
Gabe Zichermann
Les DémocraSims : 25 000 votes

22. A story to share, not just rules to apply
« Poin:fica:on »
collect points
level progression
leaderboards
missions
Storytelling, experience and
emo:on
fun
sense of accomplishment
learning
feelings and emo'ons
social connections

23. We aIach a great deal of importance to providing an excellent gaming experience; that’s
what WE call « gamifica'on ». We do not want « poin'fica'on » because it forgets the
whole concept of experience.
A deep gaming experience creates strong emo'onal resonance and a long
term engagement.
From Dust, Ubisom

24. Several brands are using « gamifica:on »
Educa'on with the Khan Academy
Communica'on with Domino’s Pizza
Health with Oral-­‐B
Work with Rypple
Environment with Nissan Leaf
Connected TV with Heineken

25. « Gamifica:on » : Nike
Games
Tools

26. Redbull own a gaming studio

27. Gaming is an essen:al part of brand content
Redbull produce newspapers and games about extreme sports. It is a media/brand beIer known
for their entertainment ac'vi'es than for their energy drinks.

28. Being Henry is an interac've fic'on produced by Range Rover. You decide the
next steps in the story. Once finished, you get a custom Range Rover based on
your own story-­‐based choices.

29. « Gamifica:on » and marke:ng
Heineken’s marke'ng campaign, during the Champion Leagues in 2011, allowed viewers to play while they
watched games on TV.
!
Viewers could bet by an'cipa'ng the outcome of the game. Players collected points when they won and
reached the top of the leaderboard.

30. It works!
< Nike+
7 million users
Wonderfnac >
110,000 games
-­‐ 35 minutes of play 'me
-­‐ one tweet per minute during 3 weeks
-­‐ a gold lion in Cannes

31. « Gamifica:on »’s advantages
Engagement and loyalty
Branding
Community management
Human Ressources
Qualifica'on of data

32. « Gamifica:on » can work with social commerce
« Gamifica'on » must include the most important aspects of digital marke'ng:
social media and e-­‐commerce.
social
e-­‐commerce
Purchases record
Products wish-­‐list
sociodemographic informa'on
Loyalty
Promo'ons
Comment blogs and products
hotline support
social connec'on with other clients
Facebook, twiIer etc…
Beyond « gamifica'on », brands must offer high quality content : advice, tests,
special offers…

33. In a game you earn points…
Number of lives
Cash collected
Points collected
Coins collected
Player
Enemy
Time remaining
Rewards
Super Mario Wii 2

34. but you can play without points
In Ico you try to get out of a castle and to protect a young girl. No points, no
badges, s'll fun.
Player
Character you
need to protect
Ico

35. 4
Communication
and Gaming

36. How to design a game for a brand ?
the experience needs to share the brand values and missions

37. Let’s define your project
Before star'ng a « project of gamifica'on », we need to define this project. The following are sample ques'ons we
might want to ask :
!
Are you targe'ng the BtoB or BtoC?
What is the iden'ty of key target popula'ons?
Do you need social components?
What are the goals? Branding, data collec'on, loyalty?
Do you want to encourage specific behaviors?
Those answers are useful to build the « gamifica:on » tools
Motivation
Challenge
Reputation
Awards

38. Le Ranch : a ranch management game

39. How to validate the crea:ve concept
Game concept / look & feel
How the game works, the feeling provided
!
Objec:ves and targets
In keeping with the concept
!
Branding
How the experience shares the brand values and
missions
!
Look
Design and visual universe
!
Key Drivers / USP
Why your concept is amazing
Sketch : «elemental tetrade», Jesse Shell

40. Gameplay loop
Upgrading the ranch
Management
Take care of your
horse !
- coins
- coins
+ experience
Care
+ coins
Competition!
The more competition you win,
the more money you earn
The animated tv show «Le Ranch» is also an online game

41. How to design a video game
Game mechanics
Design
Technic
PLAYTEST
Prototype
Story-telling
Tutorials must be thought-through carefully

42. A good game must be well adver:sed
Web and Facebook
!
iPad, iPhone, Androïd
!
Press Rela:on
Press release, teaser
!
Media Buying
!
Cross Promo:on
Street Marke'ng
TV ad

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