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Business Review
Q1 2019 !
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Let’s welcome our speaker !
Dominique Mangiatordi : serial entrepreneur and gamification expert
A proper gamified experience is not only about points and scores, it’s way more than that, it is
sometimes just a magic hint !
• Founder of Globule Bleu, a digital agency sold to Publicis
• Founder of ØPP, a Belgium-based gamification-oriented
startup studio
• Teacher of Engagement Techniques at Solvay Business
School, HEC Liège and IHECS Brussels
• Member of the CSA (Conseil Supérieur de l’Audiovisuel)
Keynote : How to scale user/employee/client engagement?
ENGAGE USERS WITH GAMING EXPERIENCE 
Dominique Mangiatordi - ngage consulting - April 2019
You can discover more about a person in
an hour of play than in a year of
conversation.
(Plato)
What’s the WORLD’s CULTURAL MOST SOLD GOOD?
WHAT’s THE GAME WITH THE HIGHEST PRIZE MONEY?
What are games TEACHING US?
1. CLEAR OBJECTIVES
2. SCORE = PROGRESS INDICATOR
3. STORYTELLING
4. direct feedback
5. predictable and unpredictable
REWARDS
What’s

GAMIFICATION
?
Gamification is the best use
of gaming techniques to
create engagement or
generate actions.
Sometimes, it is the best way to
get out of a non-engaging
environment.
But it is not, or rarely, a game.


EXTRINSINC MOTIVATION
EXTRINSINC MOTIVATION
DOING SOMETHING TO GET OR AVOID SOMETHING ELSE
WAITING AT STARBUCK’s
STUDYING
WORKING
RUNNING A STARTUP
YOUR MOCHA COFFEE
A JOB OR A DIPLOMA
A WAGE
TO IMPRESS YOUR FRIENDs

BECAUSE
YOU
WANT
THE

NUDGE
EFFECT
GAMIFICATION IS POWERFUL IN AN
INTRINSIC MOTIVATION
CONTEXT
72% or amateur runners
are using a self motivation gamified app
FROM WITHIN
AUTONOMY
MASTERY
PURPOSE
FROM OUTSIDE
COMPENSATION
PUNISHMENT
REWARD
MASTERYSCAFFOLDINGONBOARDING
THE PLAYER’S JOURNEY
(Kevin Werbach)
IDENTIFICATION
NAME THIS (addictive) game
GAMIFICATION =
WEIRD
term
HUMAN-
FOCUSED

DESIGN
FUNCTION
-FOCUSED

DESIGN
WHAT’s THE NAME OF THIS GAME?
EFFECTIVE

GAMIFICATION
MASTERYSCAFFOLDINGONBOARDING
THE PLAYER’S JOURNEY
(Kevin Werbach)
IDENTIFICATION
1.I want to have more fun with my friends
2.I want to finish in less than 1h30’
3.I want to discover what a big running event is
4.I don’t want to finish as last of the group
THE

FIGHTERS
THE 

COMPETITOR
BE BETTER THAN THE OTHERS
WHILE RESPECTING THE RULES
RANKINGS
awards
LEVELS
FRUSTRATIONS
THE 

KILLER
VICTORY AT ALL COSTS
TITLES more than levels
rankings are the world’s law
the

ACHIEVERS
THE 

COLLECTIONER
MAKE PROGRESS, ALWAYS
FEEDBACK
LEVELS
TRANSITION BADGES
NEW LIMITS, MOVING OBJECTIVES
THE 

EXPERT
BE THE BEST I CAN
feedback
OBSESSION FOR OBJECTIVES
LEVELS
THE

EXPLORERS
THE 

NAVIGATOR
Explore, more and more!
NEW FRONTIERS
NEW POWERS
milestones unlock
HIDDEN ZONES
THE 

Detective
SOLVE, see things other don’t
enigmas
‘out of the box’
learn
unlock
create
the

SOCIALISers
the 

COACH
BE USEFUL
find a place in a group
indirect scoring or team scoring
affective score
THE 

ROCKSTAR
Under social influence
be popular
be in the group
conformity bia
WHAT’s THIS GAME?
THE OCTALYSIS FRAMEWORK
8
CORE
DRIVES
Yu KAI CHOU
‘actionable
gamification’
#1

EPIC
MEANING
8
CORE
DRIVES
#8
LOSS AND
AVOIDANCE
#2

ACHIEVEMENT
#3

CREATIVITY
#4

possession
#5

Social
INFLUENCE
#6

SCARCITY
#7

UNPREDICTABILITY
CORE DRIVE 

#1
EPIC
MEANING
NAME THAT GAME
This is the drive where
people are motivated
because they believe
they are engaged in
something that is
bigger than
themselves.
GAME TECHNIQUE / MEANING
THE EPIC STORY
GAME TECHNIQUE / MEANING
ELITISM
Allowing your users or
customers to form a prideful
group based on ethnicity,
beliefs, or common interests
makes them feel like they
are part of a larger cause.
ENGAGEMENT TECHNIQUE / MEANING
HUMANITY HERO
If you can incorporate a world
mission into your offerings, you
can gain even more buy-in
during the on-boarding process.
The way this works is to tie the
actions you want people to take
to something that will make the
world a better place.
PLOGGING
ENGAGEMENT TECHNIQUE / MEANING
BEGINNER’s LUCK
This is the “Calling” in Epic
Meaning & Calling. Calling makes
people think they are uniquely
destined to do something. And one
of the Game Techniques that can
introduce the sense of Calling is
Beginner’s Luck.
#1

EPIC
MEANING
8
CORE
DRIVES
#2 #3
#4 #5
#6 #7
#8
CORE DRIVE 

#2
ACHIEVEMENT

-progression-
Where people are driven
by a sense of growth
towards a goal and
accomplishing it.
This is also the most
common implementation
of gamification we see in
the market, as most of the
PBLs – points, badges,
and leaderboards – appeal
heavily to this drive.
GAME TECHNIQUE / ACHIEVEMENT
POINTS
HOW ARE POINTS WORKING?
1. CUMULATED or exchangeable
2. TOTAL and intermediate scores
3. GOING UP and down
4. parallel currencies
PROBABLY THE BEST
LEVER EVER.
GAME TECHNIQUE / ACHIEVEMENT
LEVELS
ENGAGEMENT TECHNIQUE / ACHIEVEMENT
PROGRESS BAR
ENGAGEMENT TECHNIQUE / ACHIEVEMENT
MILESTONE UNLOCK
“when I achieved a major
milestone in my career, no
employer really opened up a
new world for me. The only
time new worlds opened for
me, it was mainly when I left to
join another firm, so I created
my own milestone unlock
scenario”.
GAME TECHNIQUE / INTERACTIVE PROGRESSION
CHATBOTS
ENGAGEMENT TECHNIQUE / ACHIEVEMENT
BOOSTERS
Boosters such as getting a jumping star in
Super Mario is limited by time, and for the
next dozen seconds, a player would rush
as quickly as he can as he enjoys the
adrenaline rush of using his limited
invincibility
#1
8
CORE
DRIVES
#3
#4 #5
#6 #7
#8
#2

ACHIEVEMENT
CORE DRIVE 

#3
CREATIVITY

STIMULATION
MAYBE THE MOST
‘NATURAL’ way to play.


Look at lego
blocks.
NAME THAT GAME
“In a study done by Queen Mary
University of London and
University College London in
2013 comparing the effects of
different games on the brain.
After six to eight weeks, the
study showed that students who
played Starcraft roughly an
hour a day improved their
memory, visual search,
informational filtering, and
other cognitive skills.”
CORE DRIVE 

#4
possession
Wait, is this mine?
I value it!
NAME THAT GAME
POKEMON GO?
this is so “last
week”…
GAME TECHNIQUE / OWNERSHIP
THE GRUNT WORK
To own something in a collection game, you shall
earn ‘money’ that increases the value perception
of it. They both work together, and this is why the
grunt work is efficient here.
ENGAGEMENT TECHNIQUE / POSSESSION
EXCHANGEABLE POINTS
ENGAGEMENT TECHNIQUE / POSSESSION
THE ALFRED EFFECT
The Alfred Effect is when
users feel that a product or
service is so personalized to
their own needs that they
cannot imagine using
another service.
Protector Quest is a concept
based on the occurrence
that people start to develop
a relationship with
something that they are
protecting.
ENGAGEMENT TECHNIQUE / POSSESSION
THE PROTECTOR QUEST
CORE DRIVE 

#5
social INFLUENCE
CORE DRIVE 

#5
social 

CONFORMITY
ENGAGEMENT TECHNIQUE / SOCIAL CONFORMITY
THE ASCH EXPERIMENT
ENGAGEMENT TECHNIQUE / SOCIAL INFLUENCE
MENTORSHIP
CORE DRIVE 

#5
social 

POPULARITY
ENGAGEMENT TECHNIQUE / ACHIEVEMENT
THE ROCKSTAR EFFECT
A Snapstreak occurs when two people have sent each other Snapchats
back and forth for more than three consecutive days. When you start a
Snapstreak with someone, you’ll see a fire emoji next to their name in
the app. The number next to the fire emoji indicates how long the
Snapstreak has been going.
ENGAGEMENT TECHNIQUE / SOCIAL INFLUENCE
GROUP QUESTS
ENGAGEMENT TECHNIQUE / SOCIAL INFLUENCE
SOCIAL TREASURES
Les ‘trésors sociaux’ sont
ceux que vous redistribuez
à un ami, collègue,
partenaire de jeu.
Cfr Google Social Bonus
SOCIAL INFLUENCE TECHNIQUE
TOUNTING FLAG
CORE DRIVE 

#6
SCARCITY
and curiosity
ENGAGEMENT TECHNIQUE 

SCARCITY & IMPATIENCE
APPOINTMENT 

DYNAMICS
APPOINTMENT DYNAMICS
smart korean 

shopping center
ENGAGEMENT TECHNIQUE 

SCARCITY & IMPATIENCE
TORTURE BREAKS
KEEP Or enforce the
engagement while
stopping or braking
the player.
GAME TECHNIQUE 

SCARCITY & IMPATIENCE
CORE DRIVE 

#7
UNPREDICTABILITY
Me against
the chance.
(I’ll be stronger)
RANDOM FOOD DISTRIBUTION
WHAT GAME DID HE INVENT IN 1984?
Alexey Pajitnov
Ex-USSR secret services
TETRIS
Tetris AS A CURE FOR POST-
TRAUMATIC SYNDROMS
Jessica Griggs
CORE DRIVE 

#8
LOSS 

AND AVOIDANCE
ENGAGEMENT TECHNIQUE / LOSS & AVOIDANCE
EVANESCENT OPPORTUNITY
ENGAGEMENT TECHNIQUE / LOSS & AVOIDANCE
EXPIRATION DATE
Cognitive bia that gives you
the illusion of a loss, even if
you don’t really own
something.
See Farmville or Smurf Village, again
BIG DATA = HYPER CUSTOMISATION
COGNITIVE SCIENCE = HYPER INFLUENCE
GAMIFICATION = HYPER ENGAGEMENT
A/R, V/R = HYPER EXPERIENCE
AI+ASSISTANTS = HYPER CONVERSATION

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