inzet op maat 2015 brandnewgame - bart hufen

BrandNewGamePlayful solutions for

serious change

Twitter: @BartHufen #gamification

Content

1. Wie zijn we?

2. Wat verwachten jullie?

3. Waarom games inzetten als marketing-/ trainingsmiddel?

4. Hoe kan je ze gebruiken als marketing-/ trainingsmiddel?

5. Waar is meer informatie?

1/5: Wie…?

Publicaties Presentaties Projecten Producten

Player 1 Player 2

1/5: Wie…?

Consultancy

Concepts

ABN Amro Bank ACN / Schiphol Airport

BelCompany Fontys Hogescholen Footlocker Europe

Gemeente Amsterdam Haven Amsterdam

Hogeschool van Amsterdam Holland Casino

Novamedia Red Bull Unilever

Vodafone Retail Ziggo

Player 1 Player 2

1/5: Wie…?

Player 1 Player 2





Novamedia Red Bull Unilever Vodafone

Ziggo





Novamedia Red Bull Unilever

Vodafone Retail Ziggo

Consultancy

Concepts

DOWNLOAD AT www.brandnewgame.nl/book


200 pages of inspiration!

http://www.brandnewplayground.com

Wie overweegt serious games of gamification in te zetten?

Waarom wel?

Waarom niet?

2/5: Wat willen jullie?

Some Facts to kick off?

#Downloads of Angry Birds games

75 Million - 350 Million - 1 billion

The average gamer is

18 years old

36 years old

54 years old

Some Facts to kick off?

What would you offer the publisher of Candy Crush

750 Million - 2 billion - 6 billion

Applying game mechanics within a non-game context

What is Gamification?

What is this?

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!

Why use Games?

Why use Games?

Purpose Autonomy Mastery

Game Mechanics

Games are routine mechanisms

New routinesOld routines PLAY = PRACTICE

Objective CHALLENGE

S.M.A.R.T.

DrivesPLAYER

Motivations

Content APPLIED GAME

Context

+ + + FEEDBACK

- - -

+ + + BEHAVIOR

- - -

UI &

UX

Where &

When

3/5: What do we know?

Shape Structure

Game Mechanics

copyright BrandNewGame 2009 - 2015

Spiral - improve

Idea

Concept Analyse

Proto-type

Content

Beta

Design Doc.

Alpha code

Launch

Support

Improve

Prepare

Execute Follow up

Schillen van games

NIET STOREN!

Visueel

DoelTactiek

Content

Mastery

Regels moeten Rechtvaardig voelen voor alle spelers

Context bepaald groot deel van het succes

HEBBEN

BEWIJZENLEREN

BINDENFantaseren

Ontdekken

Uitdagen

Sensatie

Sociale Interactie

Verhalen

Expressie

Onderschikken

Spelers Drijfveren & MotivatiesKennis is Macht!

Kracht is Macht!

Bezit is Macht!

Populariteit is Macht!

3/5: How can We?

I - Wat is het doel van de game? 1. Op organisatie niveau 2. Op het niveau van de speler 3. In de game...?

II - Wie gaat de game spelen? 1. Primaire drijfveren en motivaties 2. Wat moeten spelers gaan kunnen/weten/ervaren/snappen/willen? 3. Binnen welke context?

III - Wat is de essentie van de content die we erin gaan stoppen?

GameStorm- KOSTEN

+ OMZET

BUSINESS PLAYGROUND

Verhoog�� klanttevredenheid�� en�� verkoop!��

Challenge # 1

Geef�� inzicht�� in�� het�� NUT�� van�� keten-denken�� in�� branche

Challenge # 2

Vergroot�� medewerker�� betrokkenheid!��

Challenge # 3

Train�� medewerkers�� in�� up-�� &�� cross�� selling��

Challenge # 4

INTERN EXTERN

Laten we starten met een GameStorm!

GameStorm

BUSINESS PLAYGROUND

Ziggo

Ziggo

Björn Borg

Schiphol

Genereer�� traffic�� naar�� onze�� winkels

Challenge # 1


Challenge # 2

Vergroot�� medewerker�� betrokkenheid!��

Challenge # 3

- KOSTEN

+ OMZET

INTERN EXTERN


Challenge # 4

BelCompany

Fontys

Verlaag�� uitval�� %�� van�� eerstejaars�� studenten��

Challenge # 5

Train�� medewerkers�� in�� voeren�� persoonlijk�� verkoopgesprek��

Challenge # 6

copyright BrandNewGame 2012

4/5: How to play the game?

Practice with post-its and Play for real in the app the ‘plastic playground’

APP = GUIDE

THROUGH GAME

3/5: How can We?

Wie heeft zijn plan voor 2016 al af?

GameStorm

BUSINESS PLAYGROUND

- KOSTEN

+ OMZET

INTERN EXTERN

GameStorm

BUSINESS PLAYGROUND

Ziggo

Ziggo

Schiphol

Schiphol

Binnen�� branche�� samenwerken�� en�� omzet�� vergroten��

Challenge # 1


Challenge # 2

Medewerker�� betrokkenheid�� vergroten��

Challenge # 3

- KOSTEN

+ OMZET

INTERN EXTERN


Challenge # 4

BelCompany

Fontys

Uitval�� %�� van�� eerstejaars��

studenten�� verlagen

Challenge # 2

Medewerkers�� trainen�� in��

herkennen�� persona’s��

Challenge # 4

3/5: How can We?

TALENT

LOADING 68%

3/5: How can We?

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.

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.

3/5: How can We?

SPELER: DylanWinkel: Utrecht Binnenstad

TALENT

Klanten geholpen

19

Tevreden klanten

13

verdient

14.500

3/5: How can We?

3/5: How can We?

Ken je klant - Retail Game

www.brandnewgame.biz/demo/kenjeklant

Personeelsnummer: 0001 Geboortedatum: 01-01-2013

http://www.brandnewgame.biz/demo/kenjeklant

3/5: How can We?

3/5: How can We?

Gamified training - player dashboard

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/

3/5: How can We?

http://www.segmentenchallenge.nl/

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.

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?

DE ULTIEME KLANTBELEVING “ALTIJD IETS VOOR JOU“

STARTERS GEZINNEN SENIOREN

TV INTERNET BELLEN

BEHOEFTEN KENMERKENMATCH= =€+SCORE = +

JOUW PERSOONLIJKE RESULTAAT IN EEN

INFOGRAPHIC?

3/5: How can We?

5 DAYS 5 QUESTS

= A WEEK OF FUN LEARNING

DO YOU KNOW HOW TO STEAL THE HEARTS OF OUR CLIENTS AND INCREASE THE TURNOVER?

THE ULTIMATE CLIENT SATISFACTION “ALWAYS SOMETHING FOR YOU“

STARTERS FAMILIES SENIOR C

TV INTERNET TELEPHONE

NEEDS FEATURESMATCH= =€+SCORE = +

YOUR PERSONAL RESULT IN AN INFO-GRAPHIC

3/5: How can We?

3/5: How can We?

3/5: How can We?

http://www.segmentenchallenge.nl/hvdk/index.php

Results after 1 month: double digit growth in up and cross-selling

http://www.segmentenchallenge.nl/hvdk/index.php

3/5: How can We?

How can we reduce churn and win-back clients?

A Game to Train Helpdesk employees in winning back clients

3/5: How can We?

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...

Turn-Key Compliance

Game

Avatar Creator

Multiple Choice

Questions

Scenario Questions

Multiplayer Battles

Leaderboard

Management Dashboard

3/5: How can We?

Turn-Key Compliance

Game

Avatar Creator

3/5: How can We?

Turn-Key Compliance

Game

Avatar Creator

Multiple Choice

Questions

3/5: How can We?

Turn-Key Compliance

Game

Avatar Creator Scenario

Questions

3/5: How can We?

Avatar Creator Scenario

Questions

3/5: How can We?

Turn-Key Compliance

Game

Avatar Creator

Multiplayer Battles

3/5: How can We?

Turn-Key Compliance

Game

Avatar Creator

Leaderboard

3/5: How can We?

3/5: How can We?

Turn-Key Compliance

Game

Avatar Creator

Management Dashboard

3/5: How can We?

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

http://ziggo.flavour.nl

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.

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).

3/5: How can We?

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

4/5: Why should We?

FREE DOWNLOAD www.brandnewgame.nl/book


200 pages of inspiration!


Book: www.brandnewplayground.com

Blog: www.gamingandbranding.com

Bizz: www.brandnewgame.nl


PLAY INGCONSULT CONCEPT


http://www.gamingandbranding.com

http://www.brandnewgame.nl

inzet op maat 2015 brandnewgame - bart hufen

Education