Business gamification annevroegop

*The Gamification of
Business

Anne Vroegop
17 October 2013
Bali Bungkus
annevroegop@xs4all.nl

UX/game designer

www.annevroegop.nl

* Step 1. Learn how to play again…
Step 2. Discover best game principles
Step 3. Fill in the game canvas model
Step 4. Define levels of engagement

Step 5. Test and play

We are Homo ludens
(Playing people)

- Play is a principal element of culture
- Play is not “ordinary” or “real” life.
- Play creates order, is order. Play demands order
absolute and supreme.

Learn again how to play…
* Practise what you preach: try to play more
often.
* Tip: create a list of favorite
games/gamification elements and find out
why you enjoyed it.


What was the first digital game?
A) Tennis for two

B) Packman

C) Pong


What was the first digital game?
A) Tennis for two
(1958)
B) Packman
(1980)
C) Pong
(1972, earliest arcade video game)

What is a game?
new story

input/
interaction

story

story + input

new story

Game design is…
…the game development process of
designing the content and rules of a game in
the pre-production stage. And the design of
gameplay, environment, storyline, and
characters during production stage.
(Wikipedia)

It‟s about creating behaviour and emotions
with rules for a specific time and place.

Marketing games are…
* Voting games
* Online games
* Quizzes
* Guerilla games
* Puzzels
* Gambling games
* In-game adverts
* Contests
* Memory games
* Viral marketing
games

Goals marketing games:

Increase loyality

Brand awareness
Community building
Increase conversion

What have those people in common?


A) They all feel heavy emotions
B) They all bet on something

C) They are all involved in a game

*

A) They all feel heavy emotions
B) They all bid on something

C) They are all involved in a game

*

Gamification is…
…the use of game thinking and game
mechanics to engage users in solving
problems. Gamification is used in
applications and processes to improve user
engagement, return on investment, data
quality, timeliness and learning.
(Wikipedia)


Why is gamification working?
A) Internal motivation: users like to do a
task, they want to develop themselves
during the participation.
B) External motivation: users are participating
to win something, to grow their status or
getting nice rewards. (this is not dealing with
the task they have to do)


Some nice gamification
examples

http://vimeo.com/62023380


Fitbit Flex
$ 100,1. Set a goal (steps, calories, or distance)
2. Live your day
3. Watch LED lights to show how you're stacking up.

Step 1. Learn again how to play…

* Step 2. Discover best game
principles

Discover best game principles

/status

Social/

Discover best game principles
Already an idea to do something with
gaming?
> Apply all game principles on your
idea, and see how it works…
What can I do with….

How Bol.com could implement
more game principles:

• Status: Write 10 reviews and receive a „good
review badge‟.
• Reward: For every product you reviewed, you
receive points and lift in the ranking.
• Social: Ask the community what the book of the
month is.

How Groupon could implement
more game principles:

• Status: Buy 5 restaurant coupons and you'll
receive a good taste badge, which you can
share via social media
• Reward: If you buy often in one specific
category, next deals start faster (you are the
first!).
• Social: Invite your friends to buy a deal together


* Step 3. Fill in the game canvas
model

Fill in the gamification model canvas
1.
2.
*
*
*
*

Write down a nice game concept (A4) (Try to mix
analoque&digital game concepts)
Be clear about your targets:
Increasing sales?
Increasing conversion (from users to customers)?
Increasing user loyalty?
Increasing the number of users who access the store?

3.

Think about nice rewards to extend the feel of a game by
offering e.g virtual credits. Badge-based gamification works
well because users are proud of their achievements.

4.

Happy with the concept? -- > Fill in the gamification model
canvas


* Step 4. Define levels of
engagement

Define levels of engagement
Think in levels of engagement if you are designing
your business game. Each level has it‟s own game
principles.
User comes to
your site

Level 1 Trigger

Level 2 Like it
Level 3 Love it

*

Level 1: Trigger
First change a visitor into a user, for example by
registering for your newsletter or by some fun little
games on Facebook. Always start with an easy
participation.

Increase loyality
building

Brand awareness

Community

Level 2: Like it
Your user is now turning into a buyer of a product
bought in your store.
Create the right balance between frustration and
boredom. Give rewards on right moments. Show
the user where she is in her journey.

Increase loyality

Brand awareness

Community building

connect
Start with a muffin 

Something is complete 
Build something

Collect something
Reward: it’s green and complete

Level 3: Love it
Your buyer becomes a loyal customer.
He/she is sharing or recommending your product
to others. Your buyer is a fan of your brand, and
likes to play again and again with your products or
service. Status, Expectations and Social
collaboration are important

Community building
Increase loyality Brand awareness Increase conversion

Step 1. Learn how to play again…

Step 2. Discover game principles
Step 3. Define game canvas model

* Step 5. Test and play

Make sure what you need to test

Make your own cards/badges/points or use old game boards elemen

Print it

Play it, evaluate with your target group
and make improvements

Conclusions how to make a
business game

Do's

* Allow users to make comments, generate product
lists, view related products, write reviews, etc. Then
you will have a large number of actions available
to “toy with”.
* Content generation helps you to better
position your online store and attracts new users
* Encourage users to invite other users to your store:
get only discount together. Give discounts to 'top
inviters'.
* Give users internal and external motivation

business game

Do’s

* If you create a brand story, add drama to it and
game principles
* Stop with sending information (broadcasting), start
dialogue with users, do user research and try to
define users needs. Then come up with services and
tools that they can use in their daily lifes.
* Try to look for win-win collabaration with partners
* Get inspired by nice games

business game

Dont's

* Don't use high-end technology, it's not necessary
(avoid 3d environments)
* Don't make just one single game. Give gamification
an important role in your entire brand identity.
* Avoid too much marketing/sales in your game.

Some inspiration for you
* Create a service/tool. Try to combine your brand with game
apps for mental/emotional/spiritual growth.
* Think different: http://www.youtube.com/watch?v=l1xtip-kv5w
* Collect opinios and play with it. (vote etc)
* Build a mobile game easily in Game Salad
http://gamesalad.com
* Build a interactive story easily in Meograph
http://www.meograph.com

* Think out-of-the-box

Thank you!
Give your email to receive presentation.

Anne Vroegop
www.annevroegop.nl

Business gamification annevroegop

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