Eind 2013 gaf ik deze presentatie aan de nieuwe NIMA gecertificeerde marketeers in Nederland. Het geeft een tipje van de sluier van mijn nieuwe boek en een vijftal bewezen projecten die ik met BrandNewGame heb uitgevoerd om omzet te vergroten voor opdrachtgevers als BelCompany en Ziggo of om kosten te verlagen bij Fontys Hogescholen en Schiphol. BrandNewGame houdt zich bezig met concept ontwikkeling en implementatie van applied (serious) games en gamification.
Download gratis mijn boek 'A brand new playground' via www.brandnewgame.nl
2. Content
1. Wie ben Ik?
2. Download Gratis mijn boek!
3. Wat zijn jullie doelstellingen voor 2014?
4. Hoe kunnen games een bijdrage daaraan leveren?
5. Waar is meer info?
6. Een aantal feiten..?
50% van de Facebook gebruikers loggen in om te kunnen gamen!
100 miljoen mensen spelen games via de portals van Spil Games
80 miljoen mensen spelen via PlayStation 3
5 miljoen pc gamers via Steam
Aantal downloads van Angry Birds?
Hoe oud is de gemiddelde gamer?
69. 3/5: How can We?
A game that helps to build a CRM dBase
Objective: increase store traffic
Target: young minded consumers
Essence: being comfortable during uncomfortable situations
70. 2/3: How can We?
Price (and builds up a CRM dBase)
2/5: A game that influences the Price (and builds up a CRM dBase)
Weird'Scores'
Fun'
Tongue'in'cheek''
Urban''
Tennis'
Lifestyle'
ParEes''
Dance'
New'Balls'
Quality'
Sports''
Björn'Borg''
Down'to'
earth'
Leading'
Swedish'
Abba'
Fashion'
Underwear'
Comfortable'
Colorful''
Young'
Minded'
Consumer'
84. 3/5: How can We?
Games that supported Change Management
Objective: Create awareness, willingness and teach new methods
Target: 350 companies in Air Cargo Industry
Essence: Inform the next in the Chain to speed up the process and
teach consequences of red and green cargo
89. 3/5: How can We?
A Game to Train Marketeers
Objective: Create Awareness Change Behavior
Target: 100 marketeers of a big telecom-, tv- internet provider
Essence: create awareness for the intranet portal that contains loads
of information of consumer segments and train marketeers to work
more ‘segment-conscious’...
http://www.segmentenchallenge.nl/
93. 3/5: How can We?
A Game concept to Train Helpdesk employees in up- and cross-selling
Objective: Teach employees to translate product features into consumer
benefits
Target: 1.400 ‘customer touchpoint’ employees (retail helpdesk staff)
Essence: 3 product area’s (telephone, tv and internet) and 3 consumer
segments (starters, families and senior citizens) with their specific
product features and needs.
94. 3/5: How can We?
5 DAGEN
5 VRAGEN
= EEN WEEK
LEERZAME LOL
WEET JIJ DE HARTEN VAN ONZE
KLANTEN TE VEROVEREN EN
TEGELIJKERTIJD EEN MAXIMALE
OMZET TE SCOREN?
JOUW PERSOONLIJKE
RESULTAAT IN EEN
INFOGRAPHIC?
DE ULTIEME KLANTBELEVING
“ALTIJD IETS VOOR JOU“
STARTERS
GEZINNEN
SENIOREN
BEHOEFTEN
=
SCORE =
MATCH
=
+€+
KENMERKEN
TV
INTERNET
BELLEN
95. 3/5: How can We?
5 DAYS
5 QUESTS
= A WEEK OF
FUN LEARNING
DO YOU KNOW TO STEEL THE
HEARTS OF OUR CLIENTS AND
INCREASE THE TURNOVER?
YOUR PERSONAL RESULT
IN AN INFO-GRAPHIC
THE ULTIMATE CLIENT SATISFACTION
“ALWAYS SOMETHING FOR YOU“
STARTERS
FAMILIES
SENIOR C
NEEDS
=
SCORE =
MATCH
=
+€+
FEATURES
TV
INTERNET
TELEPHONE
97. 3/5: How can We?
http://www.segmentenchallenge.nl/hvdk/index.php
!
Results after 1 month: double digit growth in up and cross-selling
98. 3/5: How can We?
A game concept to address compliance
Objective: Create awareness and teach contents of 12 compliance
documents
Target: 3.300 employees and service providers
Essence: Address and teach the consequences of the most important
possible scenario’s about security, legal issues, privacy, corporate
values and more...
99. 3/5: How can We?
Multiple
Choice
Questions
Avatar
Creator
Scenario
Questions
Multiplayer
Battles
Leaderboard
Turn-Key
Compliance
Game
Management
Dashboard
100. 3/5: How can We?
Avatar
Creator
Turn-Key
Compliance
Game
101. 3/5: How can We?
Multiple
Avatar
Choice
Creator
Questions
Turn-Key
Compliance
Game
102. 3/5: How can We?
Scenario
Avatar
Questions
Creator
Turn-Key
Compliance
Game
103. 3/5: How can We?
Scenario
Avatar
Questions
Creator
104. 3/5: How can We?
Scenario
Avatar
Questions
Creator
105. 3/5: How can We?
Avatar
Multiplayer
Creator
Battles
Turn-Key
Compliance
Game
106. 3/5: How can We?
Avatar
Leaderboard
Creator
Turn-Key
Compliance
Game
108. 3/5: How can We?
Avatar
Management
Creator
Dashboard
Turn-Key
Compliance
Game
109. 3/5: How can We?
Results
72% of all Ziggo employees played the game voluntarily (1.827 employees)
An average of 3,2 times
Scores improved 12% compared to the first played game
724 multiplayer battles registered
More than 500 hours of engagement
Demo http://ziggo.flavour.nl
113. 3/5: How can We?
A game concept to train store staff
Objective: Turn sales employees into caring partners that sell based on a
personal sales conversation instead of best functional offering
Target: 700 employees in 140 stores
Essence: BelCompany improved the contents of their service concept
and wanted to train and measure the sales skills of store employees.
114. 3/5: How can We?
A game concept to train store staff
The required evolution was to experience the effect of speaking the same
language as different types of clients and adjusting the speed and
contents of the sales conversation.
115. 3/5: How can We?
TALENT
verdient
14.500
Tevreden klanten
13
Klanten geholpen
19
SPELER:
Winkel:
Dylan
Utrecht Binnenstad
123. 3/5: How can We?
A game to stimulate students to study earlier
Objective: motivate students to engage with the curriculum in an earlier
stage and make it more ‘personal’.
Target: 160 students
Essence: challenge students to engage with four courses in their first
semester: economics, business administration, law and marketing.
124. 3/5: How can We?
A game to stimulate students to study earlier
Students form teams, choose a name logo, choose a brand and product
Every other week define one question per course to level up in the
‘Branson building’ to grow out to be the best ‘Management Team’ in 8
weeks.
Teams could challenge each other through battles (one theory question
per course - to be answered individually).
130. 3/5: How can We?
20% groei in het percentage studenten dat een voldoende
scoorde voor beide tentamens
!
Quote van één student:
!
“Ik had nog niet eens geleerd voor het tentamen, maar haalde
voor de tussentoets toch al een voldoende door het meespelen
van de game!”
131. 3/5: How can We?
http://www.mtchallenge.nl/demo/
132. Waarom Games?
1. 100% Attention
2. Fun!
3. Voluntary
4. Active experience
5. Multi-sensory
6. Re-playable: Hours, weeks and potentially years of engagement
7. Immersion: suitable to address complex issues
8. Measurable effect!
133. 5/5: Waar is meer info?
5/5: Where is More?
Website: www.brandnewgame.nl
Twitter: @BartHufen #gamification
www.brandnewgame.nl/blog
Twitter: @BartHufen