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PLAY
dinsdag 10 september 13

+1
CONSULT
CONCEPT
+2

ING
0/7 Program
1. WHO?
A.M. I & R.U.?
2. WHY?
Games and game mechanics are the most effective tools for change of knowledge,
attitude and behavior.
3. WHICH?
Elements are crucial in game design? Goals, Actions, Rules & Rewards? Flow?
4. HOW?
Can we apply game mechanics to non-game concepts? Gamification Workshop!
5. WHAT?
Proven Projects of Games, Gamevertising, Applied games and Gamification
6. WHERE?
Are games played? How does Context influence us?
7. WHEN?
Will you START? (a recap in 2 slides)
dinsdag 10 september 13
1/7: Who am I?
Make
Work
Fun
- ICIM
- Atari
- Diesel
- Crossmarks
- MBM

dinsdag 10 september 13
1/7: Who am I?
Air Cargo Netherlands
Port of Amsterdam
Fontys Hogescholen
ABN Amro Bank
Schiphol Airport
Holland Casino
Novamedia
Vodafone
Red Bull
Unilever
Robeco
Ziggo
UPC
Cito
dinsdag 10 september 13
1/7: Who am I?
Developer Who?

What?
Concept
Creative Direction
Quality Assurance

3

Client You?
1

2
Top 20
Experienced
Specialists!

dinsdag 10 september 13

BrandNewGame
Just Me

Questions?
Challenges!
Download at
www.brandnewgame.nl/book

dinsdag 10 september 13
1/7 Who are you?
Your Name?
Company Name?
What does it do?
What do you do?
What’s the objective of your presence?
What’s your favorite Game of all time?

dinsdag 10 september 13
1/7 Who are you?
How can we make this event an epic experience?
1.
2.
3.
4.
5.

What’s the objective of this workshop for you?
Which variables can I use to make it relevant & remarkable?
Which rules are there on this playground?
What’s the score model (do’s ++ and don’ts --)?
When is it finished?

dinsdag 10 september 13
dinsdag 10 september 13
dinsdag 10 september 13
START -/- FINISH
Strategic pointers
1. Define objective on three levels
2. Define audience, drives, motivations & context
3. Define essence of content of the game
Develop game concept
1. Name & Metaphor
2. Context: Platform, Interaction Design & Basic Mechanics
3. Why is it fun to play over and over again... (what’s the gameloop)

dinsdag 10 september 13
2/7 Why use Games?
Some facts about the game community
1. More than 50% of Facebook users log in to play games
2. Angry Birds games were downloaded over 1 billion times
3. 120 million* people play games through Spil Games monthly
4. The average amount of gamers playing through Steam is 4 million daily
5. More than one billion apps were downloaded through iTunes (up to 2013)
6. One billion game consoles were sold in the past 20 years
7. The average gamer is 35 years old
* That’s 4.000 filled football stadiums...
dinsdag 10 september 13
2/7 Why use Games?
Homo Ludens

Johan Huizinga
It is our natural urge to learn stuff, socially interact and progress...
dinsdag 10 september 13
2/7 Why use Games?
Life is a Game
Games are designed on life

dinsdag 10 september 13
2/7 Why use Games?

dinsdag 10 september 13
2/7 Why use Games?
1972 
 

dinsdag 10 september 13

1979 
 

1986 
 

2000 
 

2007 
 

2012 
 

...
2/7 Why use Games?

dinsdag 10 september 13
2/7 Why use Games?

dinsdag 10 september 13
2/7 Why use Games?
REMEMBER
THIS !!

1. 100% Attention
2. Fun!
3. Voluntary
4. Active experience
5. Multi-sensory
6. Hours, weeks and potentially years of engagement
7. Immersion: suitable to address complex issues
8. Measurable effect!
9. Re-playable & Variable outcome

dinsdag 10 september 13
3/7 Which elements?
0. Playing Circle
1. Game mechanics
2. Theory of Flow
3. Player motivations
4. Game loop

dinsdag 10 september 13
3/7 Which elements?
0. Playing Circle

dinsdag 10 september 13
3/7 Which elements?
Visual
0. Playing Circle

Objective
Tactics
Story
Mastery

DO NOT
DISTURB
Playing a Game is
like entering a Circle

dinsdag 10 september 13

Context outside the
playing circle
determines the
potential
immersion!
3/7 Which elements?
1. Game mechanics

dinsdag 10 september 13
3/7 Which elements?
1. Game mechanics

dinsdag 10 september 13
3/7 Which elements?
MAIN
GOAL

1. Game mechanics

Challenge
A

Ruleset

Challenge
B

dinsdag 10 september 13

Challenge
...

User Interface
Feedback System
+
Positive
Consequence

Metaphor
& Visual Layer

Challenge
C

Score
model

Actions

- Negative
Consequence
3/7 Which elements?
MAIN
GOAL

#1
REMEMBER
THIS !!

NOT DO

0

Challenge

DO

+1

Score
+/- / 0

GAME
LOOP

Consequence

dinsdag 10 september 13

DO NOT

Action

PROGRESS

-1
3/7 Which elements?
MAIN
GOAL

Victory
Conditions

Challenge
DO
Progress
Conditions

Real-life
rewards

VARIABLES
Time
Points
Energy
Unlock Particles
...

Challenge
DO NOT

Challenge
Score
+/- / 0

GAME
LOOP

Consequence

VARIABLES
Gain / Loose
Develop Skill
Discover / Collect
...

dinsdag 10 september 13

Defeat
Conditions

Action

PROGRESS

VARIABLES
Move
Speed
Touch / Hit
...

Regress
Conditions
dinsdag 10 september 13
3/7 Which elements?
2. Theory of Flow

dinsdag 10 september 13
3/7 Which elements?
EPIC

2. Theory of Flow

EPIC

EXP
ERI

ENC
E

dinsdag 10 september 13

EXP
ERI
ENC
E
3/7 Which elements?
Mastery*
Learn

Purpose

Experiment
* Balancing the Flow gives the
player a ‘Sense of Control’

Start
Doing

RO
P
dinsdag 10 september 13

R
G

SS
E
3/7 Which elements?
Self-Express

#2

Challenge

3. Player motivations

REMEMBER
THIS !!

Explore

DEFEND

Sensation

Fantasize

ACQUIRE

BOND

Story

Submission
dinsdag 10 september 13

LEARN

Social
3/7 Which elements?
ICT
Self-Express

Sales
Challenge

3. Player motivations
R&D
Explore

Marketing

LEARN

DEFEND

Customer Relations
Public Relations

Support
Fantasize

ACQUIRE

Submission
Legal & Finance
dinsdag 10 september 13

Sensation

BOND

Social
Human Resources

Story
3/7 Which elements?
INDIVIDUAL
Self-Express
Challenge

3. Player motivations
Explore

INTELLECTUAL
CHALLENGES

ACTIONS AS
CHALLENGES

LEARN

DEFEND

INTROVERT

EXTRAVERT
COLLECTING
POSSESSIONS

Fantasize

SOCIAL
INTERACTION

ACQUIRE

BOND

Submission
Social
COLLECTIVE
dinsdag 10 september 13

Sensation

Story
3/7 Which elements?
4. Game loop

dinsdag 10 september 13
3/7 Which elements?
Buy
Seeds

4. Game loop
FARM VILLE

Harvest
for
Money

Plant
Seeds

Wait

dinsdag 10 september 13
3/7 Which elements?
Buy
Tools

Unlock
Bonus

Gain

Buy
Seeds

Buy Land

Etc.

Buy ...
Harvest
for
Money

Loop
Loop
Loop

Plant
Seeds

Protect

Etc.

dinsdag 10 september 13

Use...
Moisturise

Furtilize

Buy
Animals

Wait

Employ...

Deploy...

Etc.
3/7 Which elements?
MAIN
GOAL

4. Game loop
Life of a Lion

+
DO
Challenge 1

0
DON’T DO

Rest

Accelerate

...

High Speed

dinsdag 10 september 13

Endurance

DO NOT
Challenge 2

...

Aim

...

Speed

Persistance

...

Accelerate

...

High Speed

Endurance

ACTIONS

SKILLS
3/7 Which elements?
MAIN
GOAL
=
Survive!

4. Game loop
Life of a Lion

Challenge 2

Challenge 1

Don’t get
Eaten...

Eat & Drink

Rest

Accelerate

Run

High Speed

dinsdag 10 september 13

Endurance

Grasp

Aim

Bite

Speed

Persistance

Run

Accelerate

Hide

High Speed

Endurance

ACTIONS

SKILLS
3/7 Which elements?
4. Game loop

Challenge

Score
+/-/0

Feedback
Feedback
Feedback

Actions
+/-/0

Consequence
+/-/0
Progress!

dinsdag 10 september 13
Applied Game Objectives
Business Objective
=
Increase Turnover / Decrease Costs

Company Objective

Purpose of Playing
Purpose of Playing
=
Who & What to influence?
Goal in the Game
=
...

dinsdag 10 september 13

Goal in
the Game
Problem Determination
+
Increase Turnover
Business Objective
Creating
Challenge is to
more demand,
use external
increase
relations to
distribution,
increase turnover
etc.

Challenge is to
Training staff
use internal
Optimizing
resources &
Products to
increase turnover
Processes
Internal

Business
Playground

Reward
Challenge is to
staffinternal
use for cost
reduction,
resources to
improve
decrease costs
commitment

Challenge is to
Improve
use external
relations,
relations to
optimize
decrease costs
logistics, etc.
Decrease Costs
-

dinsdag 10 september 13

External
Relevance for Players & Company
LEARN

Explore
Purpose of Playing
=
Who & What to influence?

Fantasize

ACQUIRE
dinsdag 10 september 13

Self-Express

Challenge

Knowledge
Attitude
Behavior
Skills
Emotions
Opinion
Needs
...?
Submission

DEFEND

Sensation

Story

Social

BOND
Why is it Fun to Play?
Game loop
Challenge

Score
+/-/0

Main Goal
Feedback
Challenges

Goal in the Game
=
...
Consequence

dinsdag 10 september 13

What makes it fun and relevant to do
over and over again
Define the Main Goal & Basic Game Loop

Action
+/-/0
Game Goals
Game loop

Buy
Seeds

FARM VILLE

Harvest
for
Money

Optimize your
Main Goal
farm to your
Challenges
liking

Goal in the Game
=
...
Wait

dinsdag 10 september 13

Level
1

What makes it fun and relevant to do
over and over again
Define the Main Goal & Basic Game Loop

Plant
Seeds
Applied Game Objectives
Company Objective
=
Increase Turnover / Decrease Costs

Company Objective

Purpose of Playing
Purpose of Playing
=
Who & What to influence?
Goal in the Game
=
...

dinsdag 10 september 13

Goal in
the Game
5/7 Card Game time!
Strategic pointers
1. Define objective on three levels
2. Define audience, drives, motivations & context
3. Define essence of contents of the game
Develop game concept
1. Name & Metaphor
2. Context: Platform, Interaction Design & Basic Mechanics
3. Why is it fun to play over and over again... (what’s the gameloop)

dinsdag 10 september 13
5/7 What kind of projects?
CASES
Applied Games, Related to:
+ Product (Innovation Management / Research)
+ Place (Virtual Distribution)
+ Price (Play for Value)
+ Personnel (Training / E-Learning)
+ Promotion (Advergames)
Gamification: location based, social media, salesforce, advertising

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Product related

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Product related

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Product related

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Product related

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Product related

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Product related

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Personnel

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Personnel

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Personnel

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Personnel

A Game to Train Marketeers
Objective: Create Awareness & Change Behavior
Target: 100 marketeers of a big telecom-, tv- & internet provider
Essence: create awareness for the intranet portal that contains loads of
information of consumer segments and train marketeers to work more
‘segment-conscious’...

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Personnel
Games that supported Change Management
Objective: Create awareness, willingness and teach new methods
Target: 350 companies in Air Cargo Industry
Essence: Inform the next in the Chain to speed up the process and
teach consequences of red and green cargo

dinsdag 10 september 13
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Place

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Place

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Place

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Place

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Place

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Place
Virtual distribution for Real money? Y€$
Freemium?
Microtransactions?
Hold on...

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Place
Virtual shopping
PlayStation 3 sold over 66 million PS3’s (August 2012)
50% of users are online.
If only 1 percent buys an items in a year, it will generate 330.000 euro revenues of
virtual goods!

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Place
Ingame economy – microtransactions

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Place

dinsdag 10 september 13
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Price related

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Price
A game that helps to build a CRM dBase using price influence...
Objective: increase store traffic
Target: young minded consumers
Essence: being comfortable during uncomfortable situations

dinsdag 10 september 13
2/3: How can We?

Price (and builds up a CRM

2/5: A game that influences the Price (and builds up a CRM dBase)
Weird'Scores'

Fun'
Tongue'in'cheek''

Urban''

Tennis'

Lifestyle'
ParEes''
Dance'

Leading'

Quality'

Sports''

Björn'Borg''
Down'to'
earth'

dinsdag 10 september 13

New'Balls'

Swedish'
Abba'

Fashion'

Underwear'

Comfortable'

Colorful''
Young'
Minded'
Consumer'
5/7 What kind of projects?
Weird'Scores'

Fun'
Tongue'in'cheek''

Urban''

Tennis'

Lifestyle'
ParEes''
Dance'

Leading'

Quality'

Sports''

Björn'Borg''
Down'to'
earth'

dinsdag 10 september 13

New'Balls'

Swedish'
Abba'

Fashion'

Underwear'

Comfortable'

Colorful''
Young'
Minded'
Consumer'
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?
Weird'Scores'

Fun'
Tongue'in'cheek''

Urban''

Tennis'

Lifestyle'
ParEes''
Dance'

Leading'

Quality'

Sports''

Björn'Borg''
Down'to'
earth'

dinsdag 10 september 13

New'Balls'

Swedish'
Abba'

Fashion'

Underwear'

Comfortable'

Colorful''
Young'
Minded'
Consumer'
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?
Mini&game&
on&Facebook&

Seed&the&
game&on&
websites&

Bjöng&
Voucher&
to&be&
redeemed&
in:store&&

dinsdag 10 september 13

Game&for&
iPhone&
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Promotion purposes

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Promotion
1. Product placement
2. In-game advertising [advertising on virtual billboards, boarding, etc.]
3. Branded content or elements of a game
a - Skins (branded game characters or objects)
b - Interface
c - Mod
d - Level
e - Scripted events
4. Visually adapted games
5. Advergame (100% branded)
6 Gameportals

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Promotion
1. Product placement
Diesel collection in Driver 2 & Devil may Cry 2
Renault Mégane in Need for Speed Underground
55DSL clothing in Need for Speed Carbon
H&M clothing in The Sims
Ikea furniture in The Sims
Sony-Ericsson phone in Splintercell

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Promotion
1. Product placement

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Promotion
2. In-game advertising
Brands active in ingame advertising (source: IGA)

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Promotion
3. Branded content
a - Skins (branded game characters or objects)
b - Interface
c - Mod
d - Level
e - Scripted events

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Promotion
3. Branded content

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Promotion
3. Branded content
Gameportal
From catalogue model
Work your way up
To become a supermodel
Hair
Make-up
Beauty
Being fit
Dressing up
Making friends
Socializing
Discussing teen problems
dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Promotion
4. Visually adapted games
- Grolsch Air Hockey for iPhone

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Applied Games - Promotion
Results:
- Over 20.000 downloads in 1 month through various websites
- 50.000 downloads in 4 months

dinsdag 10 september 13
3/5 What games can do for Brands
5. Promotion
Part 5 – Promotion
5. Fully branded game (advergame)
a. Ola ijstijd (www.olaijstijd.nl)
b. Pritt knutselwereld (www.knutselwereld.nl)
c. BP Fuel game (offline)
d. Volvo Ocean Race game (http://www.volvooceanracegame.org)
e. Salt Discovery game (http://www.sonypictures.com/movies/salt/moviegame/)

dinsdag 10 september 13
3/5 What games can do for Brands
5. Promotion
Part 5 – Promotion
6. Gameportals
Facebook
Gamepoint
GoSupermodel
Jaludo
Spilgames
Zylom

> 800.000.000 people
> 400.000 Dutch adults and seniors
> 400.000 Dutch girls aged 12-16
> 25 mln users worldwide
> 150 million users worldwide
> 2 mln Dutch Young professional women aged 20-39

all amounts are monthly unique visitor

dinsdag 10 september 13
3/5 What games can do for Brands
5. Promotion
Top Games iPad

dinsdag 10 september 13
dinsdag 10 september 13
Game Elements

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Gamification
What is Gamification?
Data Driven Design
Goals - Actions - Consequences - Scores (+/-)

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Gamification
What is Gamification?
Data Driven Design
Goals - Actions - Rules - Score
Warning! It needs Real-life Relevance & Virtual consistency
Good concepts are generic enough to be scalable and specific enough
to be relevant. Now try to remain relevant by continuous innovation!
Start - Stupid - Simple
dinsdag 10 september 13
5/7 What kind of projects?
Cases of Gamification - social media

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Gamification - social media

Klout Addict? Really?
After three visits...?

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Gamification - location based

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Gamification - salesforce / project management

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Gamification - salesforce / project management

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Gamification - advertising

dinsdag 10 september 13
5/7 What kind of projects?
Cases of Gamification - personal health

dinsdag 10 september 13
6/7 Where do people play?
CONTEXT - The Cocha Model
Gamification:
Morning - Midday - Evening
location based, social media, salesforce, advertising

dinsdag 10 september 13
6/7 Where do people play?
The Cocha Model

dinsdag 10 september 13
6/7 Where do people play?
The Cocha Model

dinsdag 10 september 13
7/7 Recap of today?
Strategic pointers
1. Define objective on three levels
2. Define audience, drives, motivations & context
3. Define essence of contents of the game
Develop game concept
1. Name & Metaphor
2. Context: Platform, Interaction Design & Basic Mechanics
3. Why is it fun to play over and over again... (what’s the gameloop)

dinsdag 10 september 13
7/7 Recap of today?
A Game Exists of these Elements
1.
2.
3.
4.
5.
6.

Objective & Challenges
Variables that help to reach objectives
Rules of Play that limit players and set boundaries to define playing field
Feedback system & Score-model
Levels for gradual learning
Theme / Metaphor and Visual Style

Essential game design question is:
What’s the objective and why is it fun to invest time and effort?
dinsdag 10 september 13
5/5: Where is More?
My Publications and
contributions to books
www.brandnewgame.nl/blog
Twitter: @BartHufen

Website: www.brandnewgame.nl
Twitter: @BartHufen
dinsdag 10 september 13
Book: www.brandnewplayground.com

PLAY

CONSULT
Bizz: www.brandnewgame.nl
CONCEPT
Blog: www.gamingandbranding.com

Twitter: @BartHufen #gamification

dinsdag 10 september 13

ING

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Gamification Workshop handouts

  • 1. PLAY dinsdag 10 september 13 +1 CONSULT CONCEPT +2 ING
  • 2. 0/7 Program 1. WHO? A.M. I & R.U.? 2. WHY? Games and game mechanics are the most effective tools for change of knowledge, attitude and behavior. 3. WHICH? Elements are crucial in game design? Goals, Actions, Rules & Rewards? Flow? 4. HOW? Can we apply game mechanics to non-game concepts? Gamification Workshop! 5. WHAT? Proven Projects of Games, Gamevertising, Applied games and Gamification 6. WHERE? Are games played? How does Context influence us? 7. WHEN? Will you START? (a recap in 2 slides) dinsdag 10 september 13
  • 3. 1/7: Who am I? Make Work Fun - ICIM - Atari - Diesel - Crossmarks - MBM dinsdag 10 september 13
  • 4. 1/7: Who am I? Air Cargo Netherlands Port of Amsterdam Fontys Hogescholen ABN Amro Bank Schiphol Airport Holland Casino Novamedia Vodafone Red Bull Unilever Robeco Ziggo UPC Cito dinsdag 10 september 13
  • 5. 1/7: Who am I? Developer Who? What? Concept Creative Direction Quality Assurance 3 Client You? 1 2 Top 20 Experienced Specialists! dinsdag 10 september 13 BrandNewGame Just Me Questions? Challenges!
  • 7. 1/7 Who are you? Your Name? Company Name? What does it do? What do you do? What’s the objective of your presence? What’s your favorite Game of all time? dinsdag 10 september 13
  • 8. 1/7 Who are you? How can we make this event an epic experience? 1. 2. 3. 4. 5. What’s the objective of this workshop for you? Which variables can I use to make it relevant & remarkable? Which rules are there on this playground? What’s the score model (do’s ++ and don’ts --)? When is it finished? dinsdag 10 september 13
  • 11. START -/- FINISH Strategic pointers 1. Define objective on three levels 2. Define audience, drives, motivations & context 3. Define essence of content of the game Develop game concept 1. Name & Metaphor 2. Context: Platform, Interaction Design & Basic Mechanics 3. Why is it fun to play over and over again... (what’s the gameloop) dinsdag 10 september 13
  • 12. 2/7 Why use Games? Some facts about the game community 1. More than 50% of Facebook users log in to play games 2. Angry Birds games were downloaded over 1 billion times 3. 120 million* people play games through Spil Games monthly 4. The average amount of gamers playing through Steam is 4 million daily 5. More than one billion apps were downloaded through iTunes (up to 2013) 6. One billion game consoles were sold in the past 20 years 7. The average gamer is 35 years old * That’s 4.000 filled football stadiums... dinsdag 10 september 13
  • 13. 2/7 Why use Games? Homo Ludens Johan Huizinga It is our natural urge to learn stuff, socially interact and progress... dinsdag 10 september 13
  • 14. 2/7 Why use Games? Life is a Game Games are designed on life dinsdag 10 september 13
  • 15. 2/7 Why use Games? dinsdag 10 september 13
  • 16. 2/7 Why use Games? 1972 dinsdag 10 september 13 1979 1986 2000 2007 2012 ...
  • 17. 2/7 Why use Games? dinsdag 10 september 13
  • 18. 2/7 Why use Games? dinsdag 10 september 13
  • 19. 2/7 Why use Games? REMEMBER THIS !! 1. 100% Attention 2. Fun! 3. Voluntary 4. Active experience 5. Multi-sensory 6. Hours, weeks and potentially years of engagement 7. Immersion: suitable to address complex issues 8. Measurable effect! 9. Re-playable & Variable outcome dinsdag 10 september 13
  • 20. 3/7 Which elements? 0. Playing Circle 1. Game mechanics 2. Theory of Flow 3. Player motivations 4. Game loop dinsdag 10 september 13
  • 21. 3/7 Which elements? 0. Playing Circle dinsdag 10 september 13
  • 22. 3/7 Which elements? Visual 0. Playing Circle Objective Tactics Story Mastery DO NOT DISTURB Playing a Game is like entering a Circle dinsdag 10 september 13 Context outside the playing circle determines the potential immersion!
  • 23. 3/7 Which elements? 1. Game mechanics dinsdag 10 september 13
  • 24. 3/7 Which elements? 1. Game mechanics dinsdag 10 september 13
  • 25. 3/7 Which elements? MAIN GOAL 1. Game mechanics Challenge A Ruleset Challenge B dinsdag 10 september 13 Challenge ... User Interface Feedback System + Positive Consequence Metaphor & Visual Layer Challenge C Score model Actions - Negative Consequence
  • 26. 3/7 Which elements? MAIN GOAL #1 REMEMBER THIS !! NOT DO 0 Challenge DO +1 Score +/- / 0 GAME LOOP Consequence dinsdag 10 september 13 DO NOT Action PROGRESS -1
  • 27. 3/7 Which elements? MAIN GOAL Victory Conditions Challenge DO Progress Conditions Real-life rewards VARIABLES Time Points Energy Unlock Particles ... Challenge DO NOT Challenge Score +/- / 0 GAME LOOP Consequence VARIABLES Gain / Loose Develop Skill Discover / Collect ... dinsdag 10 september 13 Defeat Conditions Action PROGRESS VARIABLES Move Speed Touch / Hit ... Regress Conditions
  • 29. 3/7 Which elements? 2. Theory of Flow dinsdag 10 september 13
  • 30. 3/7 Which elements? EPIC 2. Theory of Flow EPIC EXP ERI ENC E dinsdag 10 september 13 EXP ERI ENC E
  • 31. 3/7 Which elements? Mastery* Learn Purpose Experiment * Balancing the Flow gives the player a ‘Sense of Control’ Start Doing RO P dinsdag 10 september 13 R G SS E
  • 32. 3/7 Which elements? Self-Express #2 Challenge 3. Player motivations REMEMBER THIS !! Explore DEFEND Sensation Fantasize ACQUIRE BOND Story Submission dinsdag 10 september 13 LEARN Social
  • 33. 3/7 Which elements? ICT Self-Express Sales Challenge 3. Player motivations R&D Explore Marketing LEARN DEFEND Customer Relations Public Relations Support Fantasize ACQUIRE Submission Legal & Finance dinsdag 10 september 13 Sensation BOND Social Human Resources Story
  • 34. 3/7 Which elements? INDIVIDUAL Self-Express Challenge 3. Player motivations Explore INTELLECTUAL CHALLENGES ACTIONS AS CHALLENGES LEARN DEFEND INTROVERT EXTRAVERT COLLECTING POSSESSIONS Fantasize SOCIAL INTERACTION ACQUIRE BOND Submission Social COLLECTIVE dinsdag 10 september 13 Sensation Story
  • 35. 3/7 Which elements? 4. Game loop dinsdag 10 september 13
  • 36. 3/7 Which elements? Buy Seeds 4. Game loop FARM VILLE Harvest for Money Plant Seeds Wait dinsdag 10 september 13
  • 37. 3/7 Which elements? Buy Tools Unlock Bonus Gain Buy Seeds Buy Land Etc. Buy ... Harvest for Money Loop Loop Loop Plant Seeds Protect Etc. dinsdag 10 september 13 Use... Moisturise Furtilize Buy Animals Wait Employ... Deploy... Etc.
  • 38. 3/7 Which elements? MAIN GOAL 4. Game loop Life of a Lion + DO Challenge 1 0 DON’T DO Rest Accelerate ... High Speed dinsdag 10 september 13 Endurance DO NOT Challenge 2 ... Aim ... Speed Persistance ... Accelerate ... High Speed Endurance ACTIONS SKILLS
  • 39. 3/7 Which elements? MAIN GOAL = Survive! 4. Game loop Life of a Lion Challenge 2 Challenge 1 Don’t get Eaten... Eat & Drink Rest Accelerate Run High Speed dinsdag 10 september 13 Endurance Grasp Aim Bite Speed Persistance Run Accelerate Hide High Speed Endurance ACTIONS SKILLS
  • 40. 3/7 Which elements? 4. Game loop Challenge Score +/-/0 Feedback Feedback Feedback Actions +/-/0 Consequence +/-/0 Progress! dinsdag 10 september 13
  • 41. Applied Game Objectives Business Objective = Increase Turnover / Decrease Costs Company Objective Purpose of Playing Purpose of Playing = Who & What to influence? Goal in the Game = ... dinsdag 10 september 13 Goal in the Game
  • 42. Problem Determination + Increase Turnover Business Objective Creating Challenge is to more demand, use external increase relations to distribution, increase turnover etc. Challenge is to Training staff use internal Optimizing resources & Products to increase turnover Processes Internal Business Playground Reward Challenge is to staffinternal use for cost reduction, resources to improve decrease costs commitment Challenge is to Improve use external relations, relations to optimize decrease costs logistics, etc. Decrease Costs - dinsdag 10 september 13 External
  • 43. Relevance for Players & Company LEARN Explore Purpose of Playing = Who & What to influence? Fantasize ACQUIRE dinsdag 10 september 13 Self-Express Challenge Knowledge Attitude Behavior Skills Emotions Opinion Needs ...? Submission DEFEND Sensation Story Social BOND
  • 44. Why is it Fun to Play? Game loop Challenge Score +/-/0 Main Goal Feedback Challenges Goal in the Game = ... Consequence dinsdag 10 september 13 What makes it fun and relevant to do over and over again Define the Main Goal & Basic Game Loop Action +/-/0
  • 45. Game Goals Game loop Buy Seeds FARM VILLE Harvest for Money Optimize your Main Goal farm to your Challenges liking Goal in the Game = ... Wait dinsdag 10 september 13 Level 1 What makes it fun and relevant to do over and over again Define the Main Goal & Basic Game Loop Plant Seeds
  • 46. Applied Game Objectives Company Objective = Increase Turnover / Decrease Costs Company Objective Purpose of Playing Purpose of Playing = Who & What to influence? Goal in the Game = ... dinsdag 10 september 13 Goal in the Game
  • 47. 5/7 Card Game time! Strategic pointers 1. Define objective on three levels 2. Define audience, drives, motivations & context 3. Define essence of contents of the game Develop game concept 1. Name & Metaphor 2. Context: Platform, Interaction Design & Basic Mechanics 3. Why is it fun to play over and over again... (what’s the gameloop) dinsdag 10 september 13
  • 48. 5/7 What kind of projects? CASES Applied Games, Related to: + Product (Innovation Management / Research) + Place (Virtual Distribution) + Price (Play for Value) + Personnel (Training / E-Learning) + Promotion (Advergames) Gamification: location based, social media, salesforce, advertising dinsdag 10 september 13
  • 49. 5/7 What kind of projects? Cases of Applied Games - Product related dinsdag 10 september 13
  • 50. 5/7 What kind of projects? Cases of Applied Games - Product related dinsdag 10 september 13
  • 51. 5/7 What kind of projects? Cases of Applied Games - Product related dinsdag 10 september 13
  • 52. 5/7 What kind of projects? Cases of Applied Games - Product related dinsdag 10 september 13
  • 53. 5/7 What kind of projects? Cases of Applied Games - Product related dinsdag 10 september 13
  • 54. 5/7 What kind of projects? Cases of Applied Games - Product related dinsdag 10 september 13
  • 55. 5/7 What kind of projects? Cases of Applied Games - Personnel dinsdag 10 september 13
  • 56. 5/7 What kind of projects? Cases of Applied Games - Personnel dinsdag 10 september 13
  • 57. 5/7 What kind of projects? Cases of Applied Games - Personnel dinsdag 10 september 13
  • 58. 5/7 What kind of projects? Cases of Applied Games - Personnel A Game to Train Marketeers Objective: Create Awareness & Change Behavior Target: 100 marketeers of a big telecom-, tv- & internet provider Essence: create awareness for the intranet portal that contains loads of information of consumer segments and train marketeers to work more ‘segment-conscious’... dinsdag 10 september 13
  • 59. 5/7 What kind of projects? Cases of Applied Games - Personnel Games that supported Change Management Objective: Create awareness, willingness and teach new methods Target: 350 companies in Air Cargo Industry Essence: Inform the next in the Chain to speed up the process and teach consequences of red and green cargo dinsdag 10 september 13
  • 60. 5/7 What kind of projects? dinsdag 10 september 13
  • 61. 5/7 What kind of projects? dinsdag 10 september 13
  • 62. 5/7 What kind of projects? dinsdag 10 september 13
  • 63. 5/7 What kind of projects? dinsdag 10 september 13
  • 64. 5/7 What kind of projects? dinsdag 10 september 13
  • 65. 5/7 What kind of projects? dinsdag 10 september 13
  • 66. 5/7 What kind of projects? Cases of Applied Games - Place dinsdag 10 september 13
  • 67. 5/7 What kind of projects? Cases of Applied Games - Place dinsdag 10 september 13
  • 68. 5/7 What kind of projects? Cases of Applied Games - Place dinsdag 10 september 13
  • 69. 5/7 What kind of projects? Cases of Applied Games - Place dinsdag 10 september 13
  • 70. 5/7 What kind of projects? Cases of Applied Games - Place dinsdag 10 september 13
  • 71. 5/7 What kind of projects? Cases of Applied Games - Place Virtual distribution for Real money? Y€$ Freemium? Microtransactions? Hold on... dinsdag 10 september 13
  • 72. 5/7 What kind of projects? Cases of Applied Games - Place Virtual shopping PlayStation 3 sold over 66 million PS3’s (August 2012) 50% of users are online. If only 1 percent buys an items in a year, it will generate 330.000 euro revenues of virtual goods! dinsdag 10 september 13
  • 73. 5/7 What kind of projects? Cases of Applied Games - Place Ingame economy – microtransactions dinsdag 10 september 13
  • 74. 5/7 What kind of projects? Cases of Applied Games - Place dinsdag 10 september 13
  • 75. 5/7 What kind of projects? dinsdag 10 september 13
  • 76. 5/7 What kind of projects? Cases of Applied Games - Price related dinsdag 10 september 13
  • 77. 5/7 What kind of projects? Cases of Applied Games - Price A game that helps to build a CRM dBase using price influence... Objective: increase store traffic Target: young minded consumers Essence: being comfortable during uncomfortable situations dinsdag 10 september 13
  • 78. 2/3: How can We? Price (and builds up a CRM 2/5: A game that influences the Price (and builds up a CRM dBase) Weird'Scores' Fun' Tongue'in'cheek'' Urban'' Tennis' Lifestyle' ParEes'' Dance' Leading' Quality' Sports'' Björn'Borg'' Down'to' earth' dinsdag 10 september 13 New'Balls' Swedish' Abba' Fashion' Underwear' Comfortable' Colorful'' Young' Minded' Consumer'
  • 79. 5/7 What kind of projects? Weird'Scores' Fun' Tongue'in'cheek'' Urban'' Tennis' Lifestyle' ParEes'' Dance' Leading' Quality' Sports'' Björn'Borg'' Down'to' earth' dinsdag 10 september 13 New'Balls' Swedish' Abba' Fashion' Underwear' Comfortable' Colorful'' Young' Minded' Consumer'
  • 80. 5/7 What kind of projects? dinsdag 10 september 13
  • 81. 5/7 What kind of projects? Weird'Scores' Fun' Tongue'in'cheek'' Urban'' Tennis' Lifestyle' ParEes'' Dance' Leading' Quality' Sports'' Björn'Borg'' Down'to' earth' dinsdag 10 september 13 New'Balls' Swedish' Abba' Fashion' Underwear' Comfortable' Colorful'' Young' Minded' Consumer'
  • 82. 5/7 What kind of projects? dinsdag 10 september 13
  • 83. 5/7 What kind of projects? Mini&game& on&Facebook& Seed&the& game&on& websites& Bjöng& Voucher& to&be& redeemed& in:store&& dinsdag 10 september 13 Game&for& iPhone&
  • 84. 5/7 What kind of projects? dinsdag 10 september 13
  • 85. 5/7 What kind of projects? dinsdag 10 september 13
  • 86. 5/7 What kind of projects? dinsdag 10 september 13
  • 87. 5/7 What kind of projects? dinsdag 10 september 13
  • 88. 5/7 What kind of projects? Cases of Applied Games - Promotion purposes dinsdag 10 september 13
  • 89. 5/7 What kind of projects? Cases of Applied Games - Promotion 1. Product placement 2. In-game advertising [advertising on virtual billboards, boarding, etc.] 3. Branded content or elements of a game a - Skins (branded game characters or objects) b - Interface c - Mod d - Level e - Scripted events 4. Visually adapted games 5. Advergame (100% branded) 6 Gameportals dinsdag 10 september 13
  • 90. 5/7 What kind of projects? Cases of Applied Games - Promotion 1. Product placement Diesel collection in Driver 2 & Devil may Cry 2 Renault Mégane in Need for Speed Underground 55DSL clothing in Need for Speed Carbon H&M clothing in The Sims Ikea furniture in The Sims Sony-Ericsson phone in Splintercell dinsdag 10 september 13
  • 91. 5/7 What kind of projects? Cases of Applied Games - Promotion 1. Product placement dinsdag 10 september 13
  • 92. 5/7 What kind of projects? Cases of Applied Games - Promotion 2. In-game advertising Brands active in ingame advertising (source: IGA) dinsdag 10 september 13
  • 93. 5/7 What kind of projects? Cases of Applied Games - Promotion 3. Branded content a - Skins (branded game characters or objects) b - Interface c - Mod d - Level e - Scripted events dinsdag 10 september 13
  • 94. 5/7 What kind of projects? Cases of Applied Games - Promotion 3. Branded content dinsdag 10 september 13
  • 95. 5/7 What kind of projects? Cases of Applied Games - Promotion 3. Branded content Gameportal From catalogue model Work your way up To become a supermodel Hair Make-up Beauty Being fit Dressing up Making friends Socializing Discussing teen problems dinsdag 10 september 13
  • 96. 5/7 What kind of projects? Cases of Applied Games - Promotion 4. Visually adapted games - Grolsch Air Hockey for iPhone dinsdag 10 september 13
  • 97. 5/7 What kind of projects? Cases of Applied Games - Promotion Results: - Over 20.000 downloads in 1 month through various websites - 50.000 downloads in 4 months dinsdag 10 september 13
  • 98. 3/5 What games can do for Brands 5. Promotion Part 5 – Promotion 5. Fully branded game (advergame) a. Ola ijstijd (www.olaijstijd.nl) b. Pritt knutselwereld (www.knutselwereld.nl) c. BP Fuel game (offline) d. Volvo Ocean Race game (http://www.volvooceanracegame.org) e. Salt Discovery game (http://www.sonypictures.com/movies/salt/moviegame/) dinsdag 10 september 13
  • 99. 3/5 What games can do for Brands 5. Promotion Part 5 – Promotion 6. Gameportals Facebook Gamepoint GoSupermodel Jaludo Spilgames Zylom > 800.000.000 people > 400.000 Dutch adults and seniors > 400.000 Dutch girls aged 12-16 > 25 mln users worldwide > 150 million users worldwide > 2 mln Dutch Young professional women aged 20-39 all amounts are monthly unique visitor dinsdag 10 september 13
  • 100. 3/5 What games can do for Brands 5. Promotion Top Games iPad dinsdag 10 september 13
  • 102. Game Elements dinsdag 10 september 13
  • 103. 5/7 What kind of projects? Cases of Gamification What is Gamification? Data Driven Design Goals - Actions - Consequences - Scores (+/-) dinsdag 10 september 13
  • 104. 5/7 What kind of projects? Cases of Gamification What is Gamification? Data Driven Design Goals - Actions - Rules - Score Warning! It needs Real-life Relevance & Virtual consistency Good concepts are generic enough to be scalable and specific enough to be relevant. Now try to remain relevant by continuous innovation! Start - Stupid - Simple dinsdag 10 september 13
  • 105. 5/7 What kind of projects? Cases of Gamification - social media dinsdag 10 september 13
  • 106. 5/7 What kind of projects? Cases of Gamification - social media Klout Addict? Really? After three visits...? dinsdag 10 september 13
  • 107. 5/7 What kind of projects? Cases of Gamification - location based dinsdag 10 september 13
  • 108. 5/7 What kind of projects? Cases of Gamification - salesforce / project management dinsdag 10 september 13
  • 109. 5/7 What kind of projects? Cases of Gamification - salesforce / project management dinsdag 10 september 13
  • 110. 5/7 What kind of projects? Cases of Gamification - advertising dinsdag 10 september 13
  • 111. 5/7 What kind of projects? Cases of Gamification - personal health dinsdag 10 september 13
  • 112. 6/7 Where do people play? CONTEXT - The Cocha Model Gamification: Morning - Midday - Evening location based, social media, salesforce, advertising dinsdag 10 september 13
  • 113. 6/7 Where do people play? The Cocha Model dinsdag 10 september 13
  • 114. 6/7 Where do people play? The Cocha Model dinsdag 10 september 13
  • 115. 7/7 Recap of today? Strategic pointers 1. Define objective on three levels 2. Define audience, drives, motivations & context 3. Define essence of contents of the game Develop game concept 1. Name & Metaphor 2. Context: Platform, Interaction Design & Basic Mechanics 3. Why is it fun to play over and over again... (what’s the gameloop) dinsdag 10 september 13
  • 116. 7/7 Recap of today? A Game Exists of these Elements 1. 2. 3. 4. 5. 6. Objective & Challenges Variables that help to reach objectives Rules of Play that limit players and set boundaries to define playing field Feedback system & Score-model Levels for gradual learning Theme / Metaphor and Visual Style Essential game design question is: What’s the objective and why is it fun to invest time and effort? dinsdag 10 september 13
  • 117. 5/5: Where is More? My Publications and contributions to books www.brandnewgame.nl/blog Twitter: @BartHufen Website: www.brandnewgame.nl Twitter: @BartHufen dinsdag 10 september 13
  • 118. Book: www.brandnewplayground.com PLAY CONSULT Bizz: www.brandnewgame.nl CONCEPT Blog: www.gamingandbranding.com Twitter: @BartHufen #gamification dinsdag 10 september 13 ING