Introduction to Gamification held for MSc Strategic Marketing Management students at Norwegian Business School

1. GAMIFICATION
BI 19.09.2012 Kent Barwin
Director – OMG Digital Marketing
OMG AS
kent.barwin@omg.no
twitter.com/kbarw
www.linkedin.com/in/kbarw

2. What work I have done I have done
because it has been play. If it had been
work I shouldn’t have done it.
Mark Twain

3. GAMIFICATION ≠ NERD

4. Gartner Predicts Over 70 Percent of
Global 2000 Organisations Will Have at
Least One Gamified Application by 2014
http://www.gartner.com/it/page.jsp?id=1844115

5. MYSTERY
WORLD

6. THE KEY

7. ADVANTAGES

8. FLAUNT IT

9. RULES

10. THE
DISCOVERY
Status is a greater motivator
than financial gain

11. THE MOVIE

12. Gamification
=
old style

13. THE
WORLDS
LARGEST
GAME

14. - POINTS
- LEVELS
- RANK

15. REWARDS

16. CASE:
KOBO
Or, how to turn something boring
and individual into something
engaging and social?

22. CASE:
FITOCRACY
Fitness community with
gamification

33. GAMIFICATION

34. The use of game mechanics to drive engagement
Gamification = Best practice loyalty
Does not have to involve actual games

35. IT’S ABOUT LOYALTY
The word most frequently used to describe
engagement, particularly in a marketing
context, is loyalty.
Gamification by Design by Gabe Zichermann

36. GAMIFICATION => SOCIAL CRM

37. SOCIAL CRM –
CREATES VALUE
§ Loyalty
§ Engagement
§ Behavioral data
§ Member get member
§ Contact information
§ Brand building

38. HOW?

39. STUDY EXAMPLES

40. REMEMBER: NO
SOCIETY IS EVER FLAT
Level
30
–
243
000
p
Level
25
–
81
000
p
Level
20
–
27
000
p
Level
15
–
9
000
p
King
Level
10
–
3
000
p
Lord
Knight
Level
5
–
1
000
p
Appren;ce
Commoner
Level
1
–
0
p

41. START SIMPLE
§ For example with a simple engine connected
to facebook and the web page
§ Simple badges
§ Simple point system
§ Build for expansion

42. REMEMBER
§ Build something useful and/or entertaining for
the client
§ Build to stimulate desired behaviour
§ If you have to push them, you are probably
doing something wrong
– If they are pushing you, you are probably
doing something right

43. DO NOT
§ Market the gamification
§ Push the gamification
§ Make gamification mandatory for the clients

44. PLAY!

45. QUESTIONS?
Kent Barwin
Director – OMG Digital Marketing
OMG AS
kent.barwin@omg.no
twitter.com/kbarw
www.linkedin.com/in/kbarw