BrandNewGame - how to gamify your business (1 case)

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By Bart Hufen

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INTRO

Download my Book at: www.brandnewplayground.com

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1974 - 1999: Playing Around 1999 - 2002: Atari Benelux 2002 - 2007: Diesel Benelux 2007 - 2009: Crossmarks 2009 - Now: BrandNewGame

Projects 2009 - 2012

ABN Amro BankPort of Amsterdam Schiphol Airport Unilever - YunomiHolland Casino Ziggo Novamedia Red Bull...?

INTRO

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1974 - 1999: Playing Around 1999 - 2002: Atari Benelux 2002 - 2007: Diesel Benelux 2007 - 2009: Crossmarks 2009 - Now: BrandNewGame

Projects 2009 - 2012

ABN Amro BankPort of Amsterdam Schiphol Airport Unilever - YunomiHolland Casino Ziggo Novamedia Red Bull...?

INTRO

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Past BartHufen

Present @BartHufen

Postings www.brandnewgame.nl/blog

INTRO

Twitter: @BartHufen #Gamification

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MEN-U

1. What Gamification really is

2. How to do it

3. Examples

Twitter: @BartHufen #Gamification

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GamesSocial

Mobile

Smart Television

Content

Cloud

Digital Sharing

Behavior

GamificationConcept

Marketing

Branding

Lifestyle

Owned

Earned

Bought

Context

Challenging

Smart

Sustainable

Data

THE FUTURE

Twitter: @BartHufen #Gamification

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Gamification

Data Driven Design Using Game Mechanics within Non-Game Concepts

1/3 GAMIFICATION

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Games

Teach players things by doing them. Players dare to experiment in a safe environment. We persist even after failing three lives...

1/3 GAMIFICATION

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Playing

Is natural behaviour Taps into our urge for exploration and seeking boundariesLearns us about act & consequence. We love predictability

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1/3 GAMIFICATION

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Magic?

If something unpredictable happens that we cannot (logically) explain it’s either magic, science fiction, an act of god, or it needs an excorsist real badly...

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Which Game Mechanics are there?

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Which Game Mechanics are there? 1.Objectives / Goals 2.Variables 3.Rules 4.Feedback System 5.Levels & Rewards 6.Referees / Admins

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Which Game Mechanics are there? 1.Objectives / Goals 2.Variables 3.Rules 4.Feedback System 5.Levels & Rewards 6.Referees / Admins

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= Purpose / Meaning = Evolving Abilities

= Provide Boudaries = Learning

= Motivating = Controlling

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Which Game Mechanics are there? 1.Objectives / Goals 2.Variables 3.Rules 4.Feedback System 5.Levels & Rewards 6.Referees / Admins

1/3 GAMIFICATION

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Which Game Mechanics are there? 1.Objectives / Goals 2.Variables 3.Rules 4.Feedback System 5.Levels & Rewards 6.Referees / Admins

1/3 GAMIFICATION

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Which Game Mechanics are there? 1.Objectives / Goals 2.Variables 3.Rules 4.Feedback System 5.Levels & Rewards 6.Referees / Admins

1/3 GAMIFICATION

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Game Design

1/3 GAMIFICATION

Levels of Involvement

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Gradual Learning

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Balancing of Flow

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Epic Experiences

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Acquire

DefendLearn

Bond

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1/3 GAMIFICATION

Fantasize

Explore Challenge

Sensation

Social

Story

Self-expression

Submission

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1/3 GAMIFICATION

Fantasize

Explore Challenge

Sensation

Social

Story

Self-expression

Submission

Acquire

DefendLearn

Bond

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1/3 GAMIFICATION

Acquire

DefendLearn

BondFantasize

About Winning and Status

Explore How to Win

Challenge Opponent

SensationScoring

Social Team Supporters

Story It went Up & Down

Self-expression Show off

SubmissionTo Referee

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1/3 GAMIFICATION

Fantasize

Explore Challenge

Sensation

Social

Story

Self-expression

Submission

Acquire

DefendLearn

Bond

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1/3 GAMIFICATION

AdministrationSupport

R&D Sales

Marketing

H&R

Customer Service Public Relations

ICT

Legal & Finance

Acquire

DefendLearn

Bond

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1/3 GAMIFICATION Rewards

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1/3 GAMIFICATION

Learning curve through Workshops

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1/3 GAMIFICATION

Learning curve through Gamification

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Ten Steps to Gamify your Business

2/3 HOW TO...?

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Ten Steps to Gamify your Business

1/10 - Define your Objective

2/3 HOW TO...?

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Ten Steps to Gamify your Business

1/10 - Define your Objective

“I want to engage my audience 10% longer for the period of 1 year and increase their involvement with 5%”

2/3 HOW TO...?

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Ten Steps to Gamify your Business

2/10 - Define your Players

2/3 HOW TO...?

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Ten Steps to Gamify your Business

2/10 - Define your Players

What makes them tickle...? Define Key Driver & 2 Key Motivations

2/3 HOW TO...?

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Ten Steps to Gamify your Business

2/10 - Define your Players

Drivers: Acquire, Defend, Learn, Bond Motivations: Explore, Express, Challenge, Sensation, Story, Social, Fantasize, Submission

2/3 HOW TO...?

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Ten Steps to Gamify your Business

3/10 - Define Game Goals & Challenges

2/3 HOW TO...?

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Ten Steps to Gamify your Business

3/10 - Define Game Goals & Challenges

What do people need to do on the playing field? What do we want them to learn?

2/3 HOW TO...?

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Ten Steps to Gamify your Business

3/10 - Define Game Goals & Challenges

What winning conditions are there? Do players need to solve, conquer, capture, eliminate, compete, defend, survive, unlock, gather, control, balance, collect, ...?

2/3 HOW TO...?

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Ten Steps to Gamify your Business

4/10 - Define Scoring Mechanism

2/3 HOW TO...?

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Ten Steps to Gamify your Business

4/10 - Define Scoring Mechanism

How will we reward players? How will we punish players?

2/3 HOW TO...?

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Ten Steps to Gamify your Business

5/10 - Define variables/attributes to achieve the goals

2/3 HOW TO...?

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Ten Steps to Gamify your Business

5/10 - Define the desired behavior to achieve the goals

How do we want our players to behave? What can they utilize to achieve the goals in the game?

2/3 HOW TO...?

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Ten Steps to Gamify your Business

5/10 - Define the desired behavior to achieve the goals

For instance: speed, strength, skills, lead, intelligence, ...

2/3 HOW TO...?

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Ten Steps to Gamify your Business

6/10 - Set the Rules

2/3 HOW TO...?

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Ten Steps to Gamify your Business

6/10 - Set the Rules

Define the size of the playing field, Single/Multiplayer? What kind of behavior is (not) allowed? How many levels are there / When is the game finished?

2/3 HOW TO...?

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Ten Steps to Gamify your Business

6/10 - Set the Rules

Risk, Difficulty, Turns, Quest, Points, Random events, Time, Speed, Luck, Progress/Levels, Resource Management, Auction, Epic Choice, Social, Rewards

2/3 HOW TO...?

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Ten Steps to Gamify your Business

7/10 - Define Challenges

2/3 HOW TO...?

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Ten Steps to Gamify your Business

7/10 - Define Challenges

Are there any specific skills we wish to learn? Special abilities we want to train?

2/3 HOW TO...?

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Ten Steps to Gamify your Business

8/10 - Develop a Visual style

2/3 HOW TO...?

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Ten Steps to Gamify your Business

8/10 - Develop a Visual style

What should the game (elements) look like? Use of an avatar helps to customize the experience

2/3 HOW TO...?

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Ten Steps to Gamify your Business

9/10 - Build / Do / Act

2/3 HOW TO...?

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Ten Steps to Gamify your Business

9/10 - Build / Do / Act

Develop a prototype, test the mechanics, look, learn, improve, beta-test, adjust, develop, iterate

2/3 HOW TO...?

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Ten Steps to Gamify your Business

10/10 - Promote, Play, Celebrate

2/3 HOW TO...?

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Ten Steps to Gamify your Business

10/10 - Promote, Play, Celebrate

People need to know there’s a game to be played Stimulate play (competition & cooperation always helps) Celebrate (level) winners and start from promoting again

2/3 HOW TO...?

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4 2

3

1

2/3 HOW TO...?

Promote

Play

Celebrate

Iterate

Three Month Cycles

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2/3 HOW TO...?

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3/3 Example

Trash-can Run

1

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3/3 Example

Trash-can Run

A Game Concept to reduce litter in woods & parcs

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3/3 Example

Trash-can Run

A Game Concept to reduce litter in woods & parcs

Objective: pick up paper, plastic and tin cans Target Group: runners Essence: clean conscience & karma points

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3/3 Example

Check this link to YouTub:

http://www.youtube.com/watch?v=S8IVvB-1Dtg

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Thanks for Challenging me!

Feel free to ask for more... ;-)

Twitter: @BartHufen #Gamification

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Past BartHufen

Present @BartHufen

Projects www.brandnewgame.nl

MORE?

Twitter: @BartHufen #Gamification

dinsdag 3 juli 12