Gamification Workshop handouts

PLAY
dinsdag 10 september 13

+1
CONSULT
CONCEPT
+2

ING

0/7 Program
1. WHO?
A.M. I & R.U.?
2. WHY?
Games and game mechanics are the most effective tools for change of knowledge,
attitude and behavior.
3. WHICH?
Elements are crucial in game design? Goals, Actions, Rules & Rewards? Flow?
4. HOW?
Can we apply game mechanics to non-game concepts? Gamification Workshop!
5. WHAT?
Proven Projects of Games, Gamevertising, Applied games and Gamification
6. WHERE?
Are games played? How does Context influence us?
7. WHEN?
Will you START? (a recap in 2 slides)

1/7: Who am I?
Make
Work
Fun
- ICIM
- Atari
- Diesel
- Crossmarks
- MBM


1/7: Who am I?
Air Cargo Netherlands
Port of Amsterdam
Fontys Hogescholen
ABN Amro Bank
Schiphol Airport
Holland Casino
Novamedia
Vodafone
Red Bull
Unilever
Robeco
Ziggo
UPC
Cito

1/7: Who am I?
Developer Who?

What?
Concept
Creative Direction
Quality Assurance

3

Client You?
1

2
Top 20
Experienced
Specialists!


BrandNewGame
Just Me

Questions?
Challenges!

Download at
www.brandnewgame.nl/book


1/7 Who are you?
Your Name?
Company Name?
What does it do?
What do you do?
What’s the objective of your presence?
What’s your favorite Game of all time?


1/7 Who are you?
How can we make this event an epic experience?
1.
2.
3.
4.
5.

What’s the objective of this workshop for you?
Which variables can I use to make it relevant & remarkable?
Which rules are there on this playground?
What’s the score model (do’s ++ and don’ts --)?
When is it finished?


START -/- FINISH
Strategic pointers
1. Define objective on three levels
2. Define audience, drives, motivations & context
3. Define essence of content of the game
Develop game concept
1. Name & Metaphor
2. Context: Platform, Interaction Design & Basic Mechanics
3. Why is it fun to play over and over again... (what’s the gameloop)


2/7 Why use Games?
Some facts about the game community
1. More than 50% of Facebook users log in to play games
2. Angry Birds games were downloaded over 1 billion times
3. 120 million* people play games through Spil Games monthly
4. The average amount of gamers playing through Steam is 4 million daily
5. More than one billion apps were downloaded through iTunes (up to 2013)
6. One billion game consoles were sold in the past 20 years
7. The average gamer is 35 years old
* That’s 4.000 filled football stadiums...

2/7 Why use Games?
Homo Ludens

Johan Huizinga
It is our natural urge to learn stuff, socially interact and progress...

2/7 Why use Games?
Life is a Game
Games are designed on life


2/7 Why use Games?


2/7 Why use Games?
1972


1979

1986

2000

2007

2012

...

2/7 Why use Games?
REMEMBER
THIS !!

1. 100% Attention
2. Fun!
3. Voluntary
4. Active experience
5. Multi-sensory
6. Hours, weeks and potentially years of engagement
7. Immersion: suitable to address complex issues
8. Measurable effect!
9. Re-playable & Variable outcome


3/7 Which elements?
0. Playing Circle
1. Game mechanics
2. Theory of Flow
3. Player motivations
4. Game loop


3/7 Which elements?
0. Playing Circle


3/7 Which elements?
Visual
0. Playing Circle

Objective
Tactics
Story
Mastery

DO NOT
DISTURB
Playing a Game is
like entering a Circle


Context outside the
playing circle
determines the
potential
immersion!

3/7 Which elements?
1. Game mechanics


3/7 Which elements?
MAIN
GOAL

1. Game mechanics

Challenge
A

Ruleset

Challenge
B


Challenge
...

User Interface
Feedback System
+
Positive
Consequence

Metaphor
& Visual Layer

Challenge
C

Score
model

Actions

- Negative
Consequence

3/7 Which elements?
MAIN
GOAL

#1
REMEMBER
THIS !!

NOT DO

0

Challenge

DO

+1

Score
+/- / 0

GAME
LOOP

Consequence


DO NOT

Action

PROGRESS

-1

3/7 Which elements?
MAIN
GOAL

Victory
Conditions

Challenge
DO
Progress
Conditions

Real-life
rewards

VARIABLES
Time
Points
Energy
Unlock Particles
...

Challenge
DO NOT

Challenge
Score
+/- / 0

GAME
LOOP

Consequence

VARIABLES
Gain / Loose
Develop Skill
Discover / Collect
...


Defeat
Conditions

Action

PROGRESS

VARIABLES
Move
Speed
Touch / Hit
...

Regress
Conditions

3/7 Which elements?
2. Theory of Flow


3/7 Which elements?
EPIC

2. Theory of Flow

EPIC

EXP
ERI

ENC
E


EXP
ERI
ENC
E

3/7 Which elements?
Mastery*
Learn

Purpose

Experiment
* Balancing the Flow gives the
player a ‘Sense of Control’

Start
Doing

RO
P

R
G

SS
E

3/7 Which elements?
Self-Express

#2

Challenge


REMEMBER
THIS !!

Explore

DEFEND

Sensation

Fantasize

ACQUIRE

BOND

Story

Submission

LEARN

Social

3/7 Which elements?
ICT
Self-Express

Sales
Challenge

R&D
Explore

Marketing

LEARN

DEFEND

Customer Relations
Public Relations

Support
Fantasize

ACQUIRE

Submission
Legal & Finance

Sensation

BOND

Social
Human Resources

Story

3/7 Which elements?
INDIVIDUAL
Self-Express
Challenge

Explore

INTELLECTUAL
CHALLENGES

ACTIONS AS
CHALLENGES

LEARN

DEFEND

INTROVERT

EXTRAVERT
COLLECTING
POSSESSIONS

Fantasize

SOCIAL
INTERACTION

ACQUIRE

BOND

Submission
Social
COLLECTIVE

Sensation

Story

3/7 Which elements?
4. Game loop


3/7 Which elements?
Buy
Seeds

4. Game loop
FARM VILLE

Harvest
for
Money

Plant
Seeds

Wait


3/7 Which elements?
Buy
Tools

Unlock
Bonus

Gain

Buy
Seeds

Buy Land

Etc.

Buy ...
Harvest
for
Money

Loop
Loop
Loop

Plant
Seeds

Protect

Etc.


Use...
Moisturise

Furtilize

Buy
Animals

Wait

Employ...

Deploy...

Etc.

3/7 Which elements?
MAIN
GOAL

4. Game loop
Life of a Lion

+
DO
Challenge 1

0
DON’T DO

Rest

Accelerate

...

High Speed


Endurance

DO NOT
Challenge 2

...

Aim

...

Speed

Persistance

...

Accelerate

...

High Speed

Endurance

ACTIONS

SKILLS

3/7 Which elements?
MAIN
GOAL
=
Survive!

4. Game loop
Life of a Lion

Challenge 2

Challenge 1

Don’t get
Eaten...

Eat & Drink

Rest

Accelerate

Run

High Speed


Endurance

Grasp

Aim

Bite

Speed

Persistance

Run

Accelerate

Hide

High Speed

Endurance

ACTIONS

SKILLS

3/7 Which elements?
4. Game loop

Challenge

Score
+/-/0

Feedback
Feedback
Feedback

Actions
+/-/0

Consequence
+/-/0
Progress!


Applied Game Objectives
Business Objective
=
Increase Turnover / Decrease Costs

Company Objective

Purpose of Playing
Purpose of Playing
=
Who & What to influence?
Goal in the Game
=
...


Goal in
the Game

Problem Determination
+
Increase Turnover
Business Objective
Creating
Challenge is to
more demand,
use external
increase
relations to
distribution,
increase turnover
etc.

Challenge is to
Training staff
use internal
Optimizing
resources &
Products to
increase turnover
Processes
Internal

Business
Playground

Reward
Challenge is to
staffinternal
use for cost
reduction,
resources to
improve
decrease costs
commitment

Challenge is to
Improve
use external
relations,
relations to
optimize
decrease costs
logistics, etc.
Decrease Costs
-


External

Relevance for Players & Company
LEARN

Explore
Purpose of Playing
=

Fantasize

ACQUIRE

Self-Express

Challenge

Knowledge
Attitude
Behavior
Skills
Emotions
Opinion
Needs
...?
Submission

DEFEND

Sensation

Story

Social

BOND

Why is it Fun to Play?
Game loop
Challenge

Score
+/-/0

Main Goal
Feedback
Challenges

Goal in the Game
=
...
Consequence


What makes it fun and relevant to do
over and over again
Deﬁne the Main Goal & Basic Game Loop

Action
+/-/0

Game Goals
Game loop

Buy
Seeds

FARM VILLE

Harvest
for
Money

Optimize your
Main Goal
farm to your
Challenges
liking

Goal in the Game
=
...
Wait


Level
1

What makes it fun and relevant to do
over and over again
Deﬁne the Main Goal & Basic Game Loop

Plant
Seeds

Applied Game Objectives
Company Objective
=
Increase Turnover / Decrease Costs

Company Objective

Purpose of Playing
Purpose of Playing
=
Goal in the Game
=
...


Goal in
the Game

5/7 Card Game time!
Strategic pointers
3. Define essence of contents of the game
1. Name & Metaphor


5/7 What kind of projects?
CASES
Applied Games, Related to:
+ Product (Innovation Management / Research)
+ Place (Virtual Distribution)
+ Price (Play for Value)
+ Personnel (Training / E-Learning)
+ Promotion (Advergames)
Gamification: location based, social media, salesforce, advertising


Cases of Applied Games - Product related


Cases of Applied Games - Personnel



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’...


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


Cases of Applied Games - Place


Virtual distribution for Real money? Y€$
Freemium?
Microtransactions?
Hold on...


Virtual shopping
PlayStation 3 sold over 66 million PS3’s (August 2012)
50% of users are online.
If only 1 percent buys an items in a year, it will generate 330.000 euro revenues of
virtual goods!


Ingame economy – microtransactions


Cases of Applied Games - Price related


Cases of Applied Games - Price
A game that helps to build a CRM dBase using price influence...
Objective: increase store traffic
Target: young minded consumers
Essence: being comfortable during uncomfortable situations


2/3: How can We?

Price (and builds up a CRM

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'

Leading'

Quality'

Sports''

Björn'Borg''
Down'to'
earth'


New'Balls'

Swedish'
Abba'

Fashion'

Underwear'

Comfortable'

Colorful''
Young'
Minded'
Consumer'

Weird'Scores'

Fun'
Tongue'in'cheek''

Urban''

Tennis'

Lifestyle'
ParEes''
Dance'

Leading'

Quality'

Sports''

Björn'Borg''
Down'to'
earth'


New'Balls'

Swedish'
Abba'

Fashion'

Underwear'

Comfortable'

Colorful''
Young'
Minded'
Consumer'

Mini&game&
on&Facebook&

Seed&the&
game&on&
websites&

Bjöng&
Voucher&
to&be&
redeemed&
in:store&&


Game&for&
iPhone&

Cases of Applied Games - Promotion purposes


Cases of Applied Games - Promotion
1. Product placement
2. In-game advertising [advertising on virtual billboards, boarding, etc.]
3. Branded content or elements of a game
a - Skins (branded game characters or objects)
b - Interface
c - Mod
d - Level
e - Scripted events
4. Visually adapted games
5. Advergame (100% branded)
6 Gameportals


Diesel collection in Driver 2 & Devil may Cry 2
Renault Mégane in Need for Speed Underground
55DSL clothing in Need for Speed Carbon
H&M clothing in The Sims
Ikea furniture in The Sims
Sony-Ericsson phone in Splintercell


2. In-game advertising
Brands active in ingame advertising (source: IGA)


3. Branded content
a - Skins (branded game characters or objects)
b - Interface
c - Mod
d - Level
e - Scripted events


3. Branded content


3. Branded content
Gameportal
From catalogue model
Work your way up
To become a supermodel
Hair
Make-up
Beauty
Being fit
Dressing up
Making friends
Socializing
Discussing teen problems

4. Visually adapted games
- Grolsch Air Hockey for iPhone


Results:
- Over 20.000 downloads in 1 month through various websites
- 50.000 downloads in 4 months


3/5 What games can do for Brands
5. Promotion
Part 5 – Promotion
5. Fully branded game (advergame)
a. Ola ijstijd (www.olaijstijd.nl)
b. Pritt knutselwereld (www.knutselwereld.nl)
c. BP Fuel game (offline)
d. Volvo Ocean Race game (http://www.volvooceanracegame.org)
e. Salt Discovery game (http://www.sonypictures.com/movies/salt/moviegame/)


5. Promotion
Part 5 – Promotion
6. Gameportals
Facebook
Gamepoint
GoSupermodel
Jaludo
Spilgames
Zylom

> 800.000.000 people
> 400.000 Dutch adults and seniors
> 400.000 Dutch girls aged 12-16
> 25 mln users worldwide
> 150 million users worldwide
> 2 mln Dutch Young professional women aged 20-39

all amounts are monthly unique visitor


5. Promotion
Top Games iPad


Game Elements


Cases of Gamification
What is Gamification?
Data Driven Design
Goals - Actions - Consequences - Scores (+/-)


Cases of Gamification
What is Gamification?
Data Driven Design
Goals - Actions - Rules - Score
Warning! It needs Real-life Relevance & Virtual consistency
Good concepts are generic enough to be scalable and specific enough
to be relevant. Now try to remain relevant by continuous innovation!
Start - Stupid - Simple

Cases of Gamification - social media


Cases of Gamification - social media

Klout Addict? Really?
After three visits...?


Cases of Gamification - location based


Cases of Gamification - salesforce / project management


Cases of Gamification - advertising


Cases of Gamification - personal health


6/7 Where do people play?
CONTEXT - The Cocha Model
Gamification:
Morning - Midday - Evening
location based, social media, salesforce, advertising


6/7 Where do people play?
The Cocha Model


7/7 Recap of today?
Strategic pointers
3. Define essence of contents of the game
1. Name & Metaphor


7/7 Recap of today?
A Game Exists of these Elements
1.
2.
3.
4.
5.
6.

Objective & Challenges
Variables that help to reach objectives
Rules of Play that limit players and set boundaries to define playing field
Feedback system & Score-model
Levels for gradual learning
Theme / Metaphor and Visual Style

Essential game design question is:
What’s the objective and why is it fun to invest time and effort?

5/5: Where is More?
My Publications and
contributions to books
www.brandnewgame.nl/blog
Twitter: @BartHufen

Website: www.brandnewgame.nl
Twitter: @BartHufen

Book: www.brandnewplayground.com

PLAY

CONSULT
Bizz: www.brandnewgame.nl
CONCEPT
Blog: www.gamingandbranding.com

Twitter: @BartHufen #gamification


ING

Gamification Workshop handouts

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