130416 moa-gamification-in-marketing

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Presentation for MOA () about gamification in marketing. Outlines what gamification is, where it is heading and how to succesfully implement gamification strategies. Lot's of examples, best practices and case stories of major brands.

Empresariales Entretenimiento y humor

MOA Gamification
@rutgerteunissen
GAMIFICATION
in practice

MOA Gamification
@rutgerteunissen
(serious)
Games
Gamification PARTSWHOLE
Gamification is applying game thinking
and game mechanics to non-game contexts

MOA Gamification
@rutgerteunissen
GAMIFICATION IS ENRICHMENT
CHALLENGE
ACTION
FEEDBACK
PROGRESSION

MOA Gamification
@rutgerteunissen
“NOT THE CARROT BUT THE HUNT”

MOA Gamification
@rutgerteunissen
“IT’S NOT ABOUT THE PRINCESS”

MOA Gamification
@rutgerteunissen
A
STORY
OF
TEMPTATION,
OPPORTUNITIES
AND
CHALLENGE

MOA Gamification
@rutgerteunissen
UNLIMITED ENGAGEMENT

MOA Gamification
@rutgerteunissen
I want that!

MOA Gamification
@rutgerteunissen
WELCOME GAMIFICATION

MOA Gamification
@rutgerteunissen
Gartner Report 2011
Top of the Hype Cycle
70% of organizations have > 1 gamified application by 2014

MOA Gamification
@rutgerteunissen
GAMIFICATION
IS
MORE
THAN
BADGES

REWARDS

WINNING

Easy?

MOA Gamification
@rutgerteunissen
Gartner Report 2011 2012
80% of implementations will fail by 2014 due to bad design

MOA Gamification
@rutgerteunissen
Copy-paste gamification does not lead to engagement

MOA Gamification
@rutgerteunissen
How to implement it?

MOA Gamification
@rutgerteunissen
NO EASY APPROACH

MOA Gamification
@rutgerteunissen
4 TIPS

MOA Gamification
@rutgerteunissen
1. Keep it simple

MOA Gamification
@rutgerteunissen
Selfdestructive

MOA Gamification
@rutgerteunissen
2. Beware of extrinsic motivation

MOA Gamification
@rutgerteunissen
3. Truly hit their motivation
What drives me?
Who am I?

MOA Gamification
@rutgerteunissen
ACTING
INTERACTING
WORLDPLAYERS
KILLERS
ACHIEVERS

EXPLORERS
SOCIALIZERS

Bartle
model,
1996

MOA Gamification
@rutgerteunissen
ACTING
INTERACTING
WORLDPLAYERS
KILLERS
ACHIEVERS

EXPLORERS
SOCIALIZERS

MOA Gamification
@rutgerteunissen
It all starts wrong /// We need love, not steroids

MOA Gamification
@rutgerteunissen
Epic meaning
Progression
Discovery
Collections
Lottery
Challenges
Random acts
Customization

MOA Gamification
@rutgerteunissen
4. Use the right Gamification SET
TOOLSELEMENTSSYSTEM
POINTS
LEVELS
PROGRESS
RULES
WIN
STATUS
COLLABORATION
SURPRISE
LEADERBOARD
ACHIEVEMENTS
PROGRESS BAR
LOTTERY

MOA Gamification
@rutgerteunissen
CHALLENGE
LEVEL

SKILL
LEVEL

MOA Gamification
@rutgerteunissen
Epic meaning
Progression
Badges
Leaderboard
Status
Challenges
Rewards
Instant feedback

MOA Gamification
@rutgerteunissen
MARIO SAYS…

MOA Gamification
@rutgerteunissen
Gamification is not a game
Gamification is about enriching
Not the carrot but the hunt
There’s no easy trick…

MOA Gamification
@rutgerteunissen
Keep it simple
Beware of extrinsic motivation
Truly hit their motivation
Use the right gamification SET

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1. MOA Gamification @rutgerteunissen GAMIFICATION in practice

2. MOA Gamification @rutgerteunissen (serious) Games Gamification PARTSWHOLE Gamification is applying game thinking and game mechanics to non-game contexts

3. MOA Gamification @rutgerteunissen GAMIFICATION IS ENRICHMENT CHALLENGE ACTION FEEDBACK PROGRESSION

4. MOA Gamification @rutgerteunissen “NOT THE CARROT BUT THE HUNT”

5. MOA Gamification @rutgerteunissen “IT’S NOT ABOUT THE PRINCESS”

6. MOA Gamification @rutgerteunissen A STORY OF TEMPTATION, OPPORTUNITIES AND CHALLENGE

7. MOA Gamification @rutgerteunissen UNLIMITED ENGAGEMENT

8. MOA Gamification @rutgerteunissen I want that!

9. MOA Gamification @rutgerteunissen WELCOME GAMIFICATION

10. MOA Gamification @rutgerteunissen Gartner Report 2011 Top of the Hype Cycle 70% of organizations have > 1 gamified application by 2014

11. MOA Gamification @rutgerteunissen GAMIFICATION IS MORE THAN BADGES REWARDS WINNING Easy?

12. MOA Gamification @rutgerteunissen Gartner Report 2011 2012 80% of implementations will fail by 2014 due to bad design

13. MOA Gamification @rutgerteunissen Copy-paste gamification does not lead to engagement

14. MOA Gamification @rutgerteunissen How to implement it?

15. MOA Gamification @rutgerteunissen NO EASY APPROACH

16. MOA Gamification @rutgerteunissen 4 TIPS

17. MOA Gamification @rutgerteunissen 1. Keep it simple

18. MOA Gamification @rutgerteunissen

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23. MOA Gamification @rutgerteunissen Selfdestructive

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26. MOA Gamification @rutgerteunissen 3. Truly hit their motivation What drives me? Who am I?

27. MOA Gamification @rutgerteunissen ACTING INTERACTING WORLDPLAYERS KILLERS ACHIEVERS EXPLORERS SOCIALIZERS Bartle model, 1996

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35. MOA Gamification @rutgerteunissen CHALLENGE LEVEL SKILL LEVEL

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40. MOA Gamification @rutgerteunissen MARIO SAYS…

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42. MOA Gamification @rutgerteunissen Keep it simple Beware of extrinsic motivation Truly hit their motivation Use the right gamification SET

43. MOA Gamification @rutgerteunissen ?