Brand New Game on gamification

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PLAY CONSULT
CONCEPT ING
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maandag 15 augustus 2011

Gamification
What is it and how can organizations and brands benefit from it?


Kahlil Gibran
Your children are not your children.
They are the sons and daughters of Life's longing for itself.
They come through you but not from you,
And though they are with you yet they belong not to you.
You may give them your love but not your thoughts,
For they have their own thoughts.
You may house their bodies but not their souls,
For their souls dwell in the house of tomorrow,
which you cannot visit, not even in your dreams.
You may strive to be like them,
but seek not to make them like you.
For life goes not backward nor tarries with yesterday.
You are the bows from which your children
as living arrows are sent forth.
The archer sees the mark upon the path of the infinite,
and He bends you with His might
that His arrows may go swift and far.
Let your bending in the archer's hand be for gladness;
For even as He loves the arrow that flies,
so He loves also the bow that is stable.


Our Vision...
• Branding, Marketing and Advertising these days is a brand new
game compared to a few years ago.

• Digital media have changed consumer behavior tremendously
• One medium that is here to stay is games and it will be the
marketing tool of the future...

• BrandNewGame = Consultancy & Concepts


Our Proposition...

1

PLAY CONSULT
CONCEPT
2
ING


Content
1. Definition

2. Game-elements

3. Example: Trash Can Run

4. Why we play

5. Credits


1/5: Definition
Gamification = use of game mechanics to achieve organizational
and brand-related objectives


2/5: Game-elements
1. Objective

2. Variables

3. Rules of Play

4. Flow (as a result of 1, 2, 3 & 5)

5. Feedback system

6. Admins (referees)


2/5: Game-elements
1. Objective (a goal, purpose, meaning, ...)

Each game has one or multiple (dynamic) objectives that
contribute to one of the most important reasons why we
play games: a sense of meaning (purpose)


2/5: Game-elements
2. Variables

We are provided with variables that help to achieve our goals

These can be time, speed and points (in games)

But also money, knowledge and power (in life)


2/5: Game-elements
3. Rules of Play

Although it sounds strange, rules make playing fun

If there are no rules, there are no boundaries.
People cannot comprehend infinity...


2/5: Game-elements
3. Rules of Play

If there are no rules, there are no boundaries and people
cannot comprehend infinity...


2/5: Game-elements
3. Rules of Play

Rules are Related to Rewards and need to be Righteous,
which brings us to balancing...


2/5: Game-elements
4. Flow; Balancing all the mechanics

To get players in the flow; objective, variables and rules
need to be in balance.

Objective
Reward
Rules Variables


2/5: Game-elements
4. Flow = Challenge vs Required Skills
Challenge

Objectives

Frustration

Boredom

Skills

2/5: Game-elements
4. Flow = Learning Curve & Progress vs Reward
70
64

52,5

Reward
35
32

17,5
16
8
4
2
1 0
Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Level 7


2/5: Game-elements
5. Feedback system
70
64

52,5

Feedback
35
32

17,5
16
8
4
2
1 0
Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Level 7


2/5: Game-elements
5. Feedback system:

• progress bar 80/100

• points +5 / - 2 points

• skills You can now jump twice as high!

• perks You are now allowed to comment!

• badges You unlocked the swarm badge

• leaderboard & stats Place 3 of 10 ... and more ...

2/5: Game-elements
5. Feedback system:

• progress bar
• points
• skills
• perks
• badges
• leaderboard & statistics

2/5: Game-elements
6. Admins

• Rules may be bend, but not broken
• Admins need to guard the rules of play to ensure fair-play and
continuous flow

• Cheaters destroy the flow and fun in play
• Admins can be directors, moderators, managers, etc.


3/5: Example
Trash Can Run


3/5: Example
Trash Can Run

A Game concept to reduce litter in woods & parks


3/5: Example
Trash Can Run

Objective: collect as much as litter as you can during your run

Variables: speed, agility, litter, points, the amount of litter, your
carrying capacity, the amount of trash cans during your run

Rules: depending on your ‘level’ you are allowed to collect certain
types of trash and redeem it for points and earn badges


3/5: Example
Trash Can Run

Rewards: a clean(er) running track, cleaner environment, good
karma, points, badges, respect from friends and co-runners

Admins: co-runners and the online community


3/5: Example
Trash Can Run - Rewards (feedback)
Variable Level* Points

Paper 1 5

Plastic wrappers 2 7

Plastic bottles 3 10

Tin cans 4 20
* Your level is
Specials 5 50 inﬂuenced by playtime,
points and distance


3/5: Example
Trash Can Run - How it works

Log in by scanning the barcode on a trash-can: START!

Start running (jogging) and collect trash along the way

Scan the trash you collected with your mobile phone

Log out by scanning the barcode on the trash-can: FINISH!

Go Online and check you progress, points, badges and respect


4/5: Why we Play
Playing unlocks basic human Drivers and Needs


4/5: Why we Play
We play because we feel the need:

1. To be Challenged
2. To Explore
3. To Fantasize
4. To experience a feeling of Sensation
5. For Social interaction
6. For great Stories
7. For Self expression
8. Of Submission


4/5: Why we Play
We play because we feel the need:

1. To be Challenged (drive to learn)
2. To Explore (boundaries and rules)
3. To Fantasize (break from reality)
4. For the Sensation (be energized, adrenaline, excited, feel we’re alive)
5. For Social contact (drive to bond)
6. For great Stories (stories - books, films, games - stick well)
7. For Self expression (drive to defend: status = candy for our ego)
8. Of Submission (clear rules and doing what we’re told is relaxing)


4/5: Why we Play
Playing unlocks basic human Drivers

1. Learn
Learn Defend
2. Defend

3. Bond

4. Acquire Acquire Bond


4/5: Why we Play
Drivers & Needs Explore Challenge

Self-expression Learn Defend Sensation

Fantasize Acquire Bond Story

Submission Social

4/5: Why we Play
Explore: Challenge:
A Football match How to Win Opponent

Self-expression: Sensation:
Learn Defend
Show off Scoring

Fantasize: Story:
About Winning Acquire Bond It went
and Status Up & Down
Submission: Social: Team
To Referee Supporters

4/5: Why we Play
Player types:

Explorers want to discover the world. It is their goal to scout out every corner of the game map and to explore the physical
laws of the game ("Which monster drops which loot with which probability", "Which weapon is the most effective against
which monster"). They like to pass on their discoveries to other players by, for instance, creating their own websites on the
game, enjoying the reputation they build p because of their knowledge base. For this kind of player, the game world has to
be continually expanded and filled with new and tricky riddles.

Achievers gather treasures. They hoard all the items they can find and train their characters skills. The capital the
accumulate (equipment, strength) allows them to fight against increasingly dangerous monsters, thereby enabling them to
gather even more wealth which they can use to brag. For these people the game is and will stay interesting as long as there
is a lot of collectible and powerful equipment to be found.

Socializers Like to meet other people. They search for or create new challenges together or simply chat about events within
and byond the game. Good communication systems which which allow players to converse effectively as well as social
strucures like cities, guilds and families support these actions.

Killers Love to wield power. They fight not only against the hostile environment, but will also happily attack other players,
what they consider to be a kind of sport. For this purpose they improve their tactics and use the element of surprise. They
see the varied reactions of their human victims as a bigger challenge than the very predictable response of the computer-
controlled monsters. However in many online role-playing games fighting against other players is forbidden or restricted as


4/5: Why we Play
Player types compared to
insights relationship
model
Explorers Killers

Achievers Socializers


4/5: Why we Play
Explorers Explore Challenge Killers



Achievers Submission Social Socializer


Objective Reward
Explorers Explore Challenge Killers



Achievers Submission Social Socializers

Rules Variables

5/5: Wrap up
The objective of this presentation was to show you how
gamification can help to achieve your organization or brand
objectives

We hope we succeeded!


5/5: Wrap up
Contact us!

Website: www.brandnewgame.nl

Weblog: www.gamingandbranding.com

Twitter: @BartHufen

Don’t hesitate - the first visit is for free (Benelux only ;-)


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Brand New Game on gamification

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