The document discusses the rise of gamification and how game mechanics are being used in non-game applications and businesses. It notes that generations who grew up with video games now make up a large portion of consumers and decision-makers. Gamification involves using elements of games like level structures, rewards, competition, and virtual currencies to improve user experiences and engagement. While gamification is not always about making things fun, it is about using game mechanics to motivate users. Many brands have started incorporating gamification strategies. Factors like social interaction, clear goals or victory conditions, and the right motivations are important considerations for effective gamification.

1. « Games Are The New Normal »

2. « Games are the new Normal »
• Generations °80’s grew up with videogames,
many of them still play today.
• All of them are consumers and potential clients.
• A lot of them are today’s decision-makers,
managers, influencers.
• Game mechanics are not a novelty, it’s ’how it
should be’.

3. Gamification!
Image from Flickr

4. Gamification?
• Gamification is the use of game mechanics for
non-game applications/businesses.
• Game mechanics:
– Level structure
– Reward (feedback) systems: points, badges, …
– Competitive elements (leaderboards, tournament)
– Appointment mechanics
– Virtual currency
– …

5. It’s not (always) about making stuff FUN
Gamification =! Making a game
Gamification =! Making a boring
business/activity more fun
Gamification = using game
elements or mechanics to
improve businesses or
experiences

6. Before 2008:
- Games = Niche
- Big, But Closed Industry
- Brands & Non-Gamers Not Welcome
Image from gogaminggiant.com

7. Number of gamers exploded:
2000: 250M
2011: 1B+
• New fast-growing ‘open’ platforms (Fb, iOS)
• Metrics-led design, new generation of game devs
• Broadband penetration
• Free!
Image from chandlersfantasyblog.com

8. Growing importance of
entertainment.
Digital entertainment industry
revenues tripled in last decade.
“Consumers' appetites for
entertainment, experience and
new technologies are insatiable”
IBM, Media & Entertainment 2010
Image from bestthemeparks.blogspot.com

9. Freemium
Free-to-Play

10. Social Games:
Hyped, inflated, but
REAL REVENUE
Image from Flickr

11. Brands Are Welcome!

12. Gamification ingredients
Image from free-photos.biz

13. 1. What motivates the user/customer?
2. What are the mechanics/rules?
3. Is there Social Interaction?
4. How do you Win/Level Up? (victory
conditions)

14. What motivates the user?
• Power
• Personal development
• Being recognised, Status
• Curiosity, learning, creating
• Winning (prizes, cash)
• Competition
• Affiliation, social interaction (‘making friends’)
• Ownership, control
• Achievement

15. TripIt - leaderboards
Status & competition (brag about your business trips, show how ‘global’ you are)
Changes dynamics of travel planning.

16. Credit Cards - Levels
• Basic but effective Level design
• Unclear, vague victory conditions add to status

17. Game mechanics
• Resource Management
• Auction
• Luck, Random elements
• Time (against the clock)
• Rewards (badges, points, achievements)
• Risk (penalty vs reward)
• Levels
• Collecting
• Leaderboard
• Points, Virtual Currency
• Capture (remove opponent’s tokens/resources)
• Appointment mechanics (come back in 15 minutes or else)
• …

18. Mindshapes – gamified education
Gamified learning apps for kids

19. B2B - DevHub
• Gamified website creation
• Make the process fun and rewarding

20. • Badges, Achievements
• Characters
• ‘Virtual World’

21. Social Interaction
• Social Graph
• Gifting
• Feedback (internal/external)
• Status, peer recognition
• Communal collaboration
• Leaderboard
• Self-expression (Avatars,
customisation)
• Exchange

22. Nike+

23. Victory Conditions
• Elimination (wipe out competitors)
• Score (most points win)
• Race (first player wins)
• Territory control (biggest area)
• Game-specific rules

24. McDonald’s Monopoly Promotion
• Victory = collect the right sets of streets

25. EA Sports Active
Victory & game rules automated: software tells you how well you did (points, challenges)

26. • Criticism:
– ‘Pointsification’
– Fluffy metrics (‘engagement’)
– Re-inventing loyalty systems
– Ugly word
• Most gamification projects are
‘glorified loyalty programmes’.
• Game mechanics can’t fix broken
businesses!

27. Raf Keustermans
raf@plumbee.co.uk
twitter.com/raf_keustermans
Image from Flickr