Nicolas Berg is a serial entrepreneur and angel investor who is now a partner at Redalpine Venture Partners. He discusses gamification, which involves integrating game mechanics into non-game environments to boost engagement. Berg founded Questli, an app that gamifies branding using quests and rewards at points of sale. Questli aims to engage customers for 5 minutes with brand messages through casual games on smartphones. Berg argues that as consumer attention shifts to mobile, marketing budgets must follow to platforms like Questli to reach customers.

1. life is your playground

2. About Nicolas Berg
• Serial entrepreneur with 8 start-ups (1984-2000)
– e.g. founder of Borsalino 1998 – sold 2000 at 20x multiple to Ringier
• Full time angel investor in 16 start-ups (2000-2006)
– e.g. Investor & Country Manager XING 2004-2010 – IPO with 30x 2006
• Partner at Redalpine Venture Partners (since 2007)
– 5 portfolio companies ranked among 13 Swiss top start-ups in 2011
– Co-founder & CEO at Questli, a Brand Gamification App sourced in Russia
• Lecturer, journalist and jury member
– Teaching students and entrepreneurs at venturelab.ch since 2006
– Source and contributor for several leading media (Die Welt, Bilanz, bloggers)
– Jury member of business plan & seed money contests (venturekick, Suvorov)
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3. Gamification: the next big thing
Social Media Marketing
Gamification
2011 2012 2013 2014 2015 2016
2
Sources: Gartner, M2 Research

4. Daily media usage
min/day
250
200
2005
150
100 2010
50 2015
0
Print TV Radio Online Mobile Others
Current media usage:
• 10h per day media usage
• 2h per day internet usage
– Facebook & Youtube
– Mobile internet (increasing)
• 1h gaming (offline/online/mobile)
3
Sources: SevenOne 2010, Gartner, Nokia and others

5. Mobile and gaming trends for 2015
• 1h Facebook & Youtube
• 1h mobile internet (increasing)
• 1h for gaming (offline/online/mobile)
• 50%+ of gaming on smartphones by 2015
• 50%+ of gaming will be casual by 2015
• 30%+ of game creation crowd-sourced by 2015
Advertising budgets follows time gap user attention
4
Sources: SevenOne 2010, Gartner, Nokia and others

6. Gamification works
Competition Recognition Status
Intrinsic
Learning Edutainment
Motivation
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7. Questli – gamification of branding
Ads branding
quest
Games
Engaging branding and
edutainment in one App
6

8. How many layers does
our euro burger have?
A: 7
B: 11
C: 9

9. Ask the cashier for the
secret Questli code.
8

10. What is the hit of the
week?
A: Stereo Burger
B: Toast Hawaii
C: Euro Burger

11. Our Slogan:
I‘m ........ it
A: eating
B: lovin
C: trying

12. Questli – the pioneer of gamification
• Questli – effective mobile gamification of brand
marketing
• Consumers play games about 1 hour a day and
the preferred device is a smartphone
• Marketing budgets must follow the trend of
consumer attention
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13. We offer you a risk free brand campaign
• 5 min customer attention
• Check-in at Point of Sales
• Edutains with your brand message
• Strong conversion / customer retention
• Rewards loyalty, not bargain hunting
Become a gamification marketing pioneer
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14. Three steps for your brand campaign
1. Briefing
• Communication goal
• Target group
• Where? Point of Sales?
• Want to collect data? (Email, Facebook like, etc.)
2. Quest competition
• High level quest creators propose 10-15 quests
• Brand partner chooses quests that fit best with brand
3. Campaign with winner quests
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15. Risk free branding compared to display
• CHF 2 per played quest with 5 tasks
• CHF 3 per played quest with 6 to 10 tasks
• CHF 1 extra for player‘s email addresses and
check-in at Point-of-Sales
• CHF 5000 setup fee
• Define budget with cost cap option
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16. • Marketing:
Questli Switzerland Stefan Steiner, Nicolas Berg,
Marketing & Business Roger Tschallener, Mario Götz
Stefan Steiner Roger Tschallener
COO CTO
Nicolas Berg Mario Götz
CEO Marketing Manager

17. Questli Russia
Development
• Founder: Danil Koziatnikov
• Design: Alex Lapin
• iPhone: Sergey Saytsev
• Android: Anton Izkovich
• Web: Vitalij Tanakov
• Mobile Web: Roman Salnikov
• Back End: Alexey Ponomarev
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18. Be a pioneer – think Questli
Since ad budgets shall follow user attention...
... go mobile with your brand
... take advantage of gamification
... become a pioneer – go for Questli
Questli AG, Pfingstweidstrasse 60, 8005 Zürich
Nicolas Berg <nico@questli.com>
+ 41 79 431 55 17 17

19. Appendix
Slides download at
http://slideshare.net/nicoberg/

20. About gamification
• Gamification is the integration of game
mechanics and game-thinking in non-game
marketing and management environments to
boost engagement, loyalty and fun.
• Examples
– Points
– Leaderboard
– Badges
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21. Gamification is the next megatrend
Gartner says: M2 Research says:
• Gamification will become • Gamification will reach
as important as Facebook over $2.8 billion in direct
spending in the US by
• Over 50% of innovation
2016
processes will include
gamification by 2015
Social Media
Marketing
Gamification
2011 2012 2013 2014 2015 2016 20
Sources: Gartner, M2 Research

22. WoW type of games Questli
Addicting at home for hours Casual anytime anywhere
Can be played
Takes hours, days or even weeks
anytime, anywhere in only 5 to 10
to become a successful player
minutes
Most massive multiplayer games Most quests are funny and
include violence educative
Stickiness by group pressure:
Don`t leave team alone against You play and create for your own
attackers fame and share with friends
Branding by communication of
Branding by product placement or
the best crowd-sourced brand
display advertising only
quest
Sharing quests with friends and
Little integration in social media
try to solve the ones they created
For playing you need a fast For playing Questli you need only
computer and high-speed internet a smartphone or a standard PC
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23. Deals (coupons) Questli
drives short demand Drives long term loyalty
Short term involvement, no Loyal customers due to long term
loyalty. involvement via Quests.
Any sophisticated message may
Limited to simple services and
be delivered to the prospects’
smaller promotions.
minds.
New customers get better deal The deeper the involvement the
than best customers. better the reward.
Giving away profit without long Rewarding customers based on
term benefits. engagement, which lasts.
Deals are promoted, merchants Questli promotes brand
changes everyday. and the deal.
Attracting customers who will not
Better conversion to pay full price
be willing to pay full price ever
due to education with quests.
again.
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24. How many layers does
our euro burger have?
Wrong answer
please try again!

25. How many layers does
our euro burger have?
Well done!