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GAMIFICATION
changing brands
how game thinking is
ALEXDROZDOVSKY
Are you selling
ice-cream?
Successful seller
sellshimself
BUSINESS
classics
?howdo
we sell
Sexsells!
click
Magic sells!
ProfitQ4
$6b $8b
2011 2012
Free stuff sells!
Cats sell!
click
Fun sells!
Joy stick
industry
2011
Globalsales$154b
+20% in 2014
wordoftheyear
OXFORD
dictionary
Gamification
>300mpeopleplay
social games
3bhoursaweek
Weplaygames
as a planet
PLAYis fun
takes place within defined boundaries
cannot be enforced
Johan Huizinga
Homo Ludens
MOTIVATION
LOYALTY
engagement
Tangible
Goods
1800s
Tangible
Goods
1800s
Cash
Incentives
1930s
Tangible
Goods
1800s
Cash
Incentives
1930s
Loyalty
Systems
1980s
Tangible
Goods
1800s
Cash
Incentives
1930s
Virtual
Rewards
2000s
Loyalty
Systems
1980s
0
50
100
150
200
1800 1850 1900 1950 2000 2050
loyaltycosts status&socialpower
EXPLORATIONunstructured process of understanding
life around
PLAYplay is unstructured exploration
within certain parameters
GAMEa game is a problem solving activity,
approached with a playful attitude
GAMIFICATION the use of game-thinking and game mechanics
in non-game contexts in order
to solve problems and
engage audiences
click
Games are structured PlayStructured play imposes further objectives and rules
resulting in a game
Explore
Play
Game
BehaviorLife
Explore
Play
Game
Behavior
Explore
Life
Explore
Play
Game
Behavior
Explore
Play
Life
Explore
Play
Game
Behavior
Explore
Play
Game
Life
Gamingmakes
lifemoreFunnn!
TheStructure
ofaGame
Wincondition
whichservesasa criteria for completing thegamesuccessfully
Objectives
whattheplayer has to achieve
Actions
thebehaviortheplayerhastoexhibittoplaythegame
Obstacles
whattheplayer has to overcome to achieve theobjective
Rules
constraints thatmustbeobservedwhilst playing thegame
Game
Win condition
Objectives Actions Obstacles Rules
Achieve
X
By
Y
Overcoming
Z
Without
A B C
Structuring
brands
asGames
Wincondition
Game:whichserves as a criteria for completing thegamesuccessfully
Brand Game:what behavior does the brand help consumers‘game’,how do they win?
Objectives
Game:whattheplayer has toachieve
Brand Game:what are we actually asking people to do?
Actions
Game:thebehaviortheplayerhastoexhibittoplaythegame
Brand Game:how does the player go about gaming that behavior,what does the brand
provide to make this possible?
Obstacles
Game:whattheplayer has toovercome to achieve theobjective
Brand Game:what obstacles will the player encounter,how does the brand help the
player overcome them?
Rules
Game:constraintsthatmustbeobserved whilst playing thegame
Brand Game:what are the rules of the brand game,and how are they enforced?
Thanks
GamerTypologies
Achievers
ExplorersSocializers
Killers
acting
interacting
worldplayers
acting on other players
interacting with other players
acting on the world
interacting with the world
Achievers
Achievers
ExplorersSocializers
Killers
acting
interacting
worldplayers
acting on other players
interacting with other players
acting on the world
interacting with the world
Explorers
Achievers
ExplorersSocializers
Killers
acting
interacting
worldplayers
acting on other players
interacting with other players
acting on the world
interacting with the world
Socializers
Achievers
ExplorersSocializers
Killers
acting
interacting
worldplayers
acting on other players
interacting with other players
acting on the world
interacting with the world
Killers
Achievers
ExplorersSocializers
Killers
acting
interacting
worldplayers
acting on other players
interacting with other players
acting on the world
interacting with the world
fromBroadcastBrand
1. choosing a behavior to game
2. understanding the consumer as a gamer
3. gaming behavior
4. setting a brand ‘win condition’
5. building the brand as a game
toan
InteractiveBrand
Escore
recency
frequency
duration
virality
ratings
0
25
50
75
100
cafe dating ecommerce
recency frequency duration virality ratings
Cases
Whatkindof
armyman
areyou
dude?
1. Intense competition in the labor market
2. Low image (the success of promotion - just the physical aspect)
3. Loss of interest in the army as a place to work
SWEDISHARMYBACKGROUND
To launch a unique interactive game, in which users need to solve first
intellectual challenges and puzzles, and prove that they deserve to
work in the Swedish army
The games test memory,concentration,spatial thinking and multitasking
and on conclusion a result is delivered which collates the team’s ability
as a whole.
This multiple connectivity experience is sure to grab the attention of the
restless target audience,but it remains to be seen if it will result in
additional sign-ups.
SOLUTION
RESULTS
30% of the core audience (56K people)
were involved in the communication
360K users came to the site, 50% of them
had attempted to solve the problem
The high level of buzz
In one month,the Swedish army enrolled
more than during the previous year
DEAD
HOPE
Consumer conversion dramatically increases if we make them
involved into the communication and get huge positive charge
Try to make consumer wanting to stay young and reckless again:
we all need that.The only one that does not work - girls teenagers:
they can not be young and they like to older
SOLUTION
RESULTS
After one month of the campaign the number of clients
for 'Charter' exceeded summer season’s numbers
thanks for playing!

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