Inzet op maat 2015 BrandNewGame - Bart Hufen
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Transcript of Inzet op maat 2015 BrandNewGame - Bart Hufen
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BrandNewGamePlayful solutions for
serious change
Twitter: @BartHufen #gamification
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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?
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1/5: Wie…?
Publicaties Presentaties Projecten Producten
Player 1 Player 2
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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
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1/5: Wie…?
Player 1 Player 2
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
Ziggo
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
Consultancy
Concepts
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DOWNLOAD AT www.brandnewgame.nl/book
Twitter: @BartHufen #gamification
200 pages of inspiration!
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Wie overweegt serious games of gamification in te zetten?
Waarom wel?
Waarom niet?
2/5: Wat willen jullie?
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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
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Some Facts to kick off?
What would you offer the publisher of Candy Crush
750 Million - 2 billion - 6 billion
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Applying game mechanics within a non-game context
What is Gamification?
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What is this?
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What is this?
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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?
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Why use Games?
Purpose Autonomy Mastery
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Game Mechanics
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Game Mechanics
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Game Mechanics
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Games are routine mechanisms
New routinesOld routines PLAY = PRACTICE
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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
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Spiral - improve
Idea
Concept Analyse
Proto-type
Content
Beta
Design Doc.
Alpha code
Launch
Support
Improve
Prepare
Execute Follow up
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Schillen van games
NIET STOREN!
Visueel
DoelTactiek
Content
Mastery
Regels moeten Rechtvaardig voelen voor alle spelers
Context bepaald groot deel van het succes
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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!
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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?
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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!
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GameStorm
BUSINESS PLAYGROUND
Ziggo
Ziggo
Björn Borg
Schiphol
Genereer����������� ������������������ traffic����������� ������������������ naar����������� ������������������ onze����������� ������������������ winkels
Challenge # 1
Geef����������� ������������������ inzicht����������� ������������������ in����������� ������������������ het����������� ������������������ NUT����������� ������������������ van����������� ������������������ keten-denken����������� ������������������ in����������� ������������������ branche
Challenge # 2
Vergroot����������� ������������������ medewerker����������� ������������������ betrokkenheid!����������� ������������������
Challenge # 3
- KOSTEN
+ OMZET
INTERN EXTERN
Train����������� ������������������ medewerkers����������� ������������������ in����������� ������������������ up-����������� ������������������ &����������� ������������������ cross����������� ������������������ selling����������� ������������������
Challenge # 4
BelCompany
Fontys
Verlaag����������� ������������������ uitval����������� ������������������ %����������� ������������������ van����������� ������������������ eerstejaars����������� ������������������ studenten����������� ������������������
Challenge # 5
Train����������� ������������������ medewerkers����������� ������������������ in����������� ������������������ voeren����������� ������������������ persoonlijk����������� ������������������ verkoopgesprek����������� ������������������
Challenge # 6
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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
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3/5: How can We?
Wie heeft zijn plan voor 2016 al af?
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GameStorm
BUSINESS PLAYGROUND
- KOSTEN
+ OMZET
INTERN EXTERN
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GameStorm
BUSINESS PLAYGROUND
Ziggo
Ziggo
Schiphol
Schiphol
Binnen����������� ������������������ branche����������� ������������������ samenwerken����������� ������������������ en����������� ������������������ omzet����������� ������������������ vergroten����������� ������������������
Challenge # 1
Geef����������� ������������������ inzicht����������� ������������������ in����������� ������������������ het����������� ������������������ NUT����������� ������������������ van����������� ������������������ keten-denken����������� ������������������ in����������� ������������������ branche
Challenge # 2
Medewerker����������� ������������������ betrokkenheid����������� ������������������ vergroten����������� ������������������
Challenge # 3
- KOSTEN
+ OMZET
INTERN EXTERN
Train����������� ������������������ medewerkers����������� ������������������ in����������� ������������������ up-����������� ������������������ &����������� ������������������ cross����������� ������������������ selling����������� ������������������
Challenge # 4
BelCompany
Fontys
Uitval����������� ������������������ %����������� ������������������ van����������� ������������������ eerstejaars����������� ������������������
studenten����������� ������������������ verlagen
Challenge # 2
Medewerkers����������� ������������������ trainen����������� ������������������ in����������� ������������������
herkennen����������� ������������������ persona’s����������� ������������������
Challenge # 4
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3/5: How can We?
TALENT
LOADING 68%
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3/5: How can We?
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3/5: How can We?
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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.
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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.
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3/5: How can We?
SPELER: DylanWinkel: Utrecht Binnenstad
TALENT
Klanten geholpen
19
Tevreden klanten
13
verdient
14.500
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
Ken je klant - Retail Game
www.brandnewgame.biz/demo/kenjeklant
Personeelsnummer: 0001 Geboortedatum: 01-01-2013
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3/5: How can We?
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3/5: How can We?
Gamified training - player dashboard
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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?
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3/5: How can We?
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3/5: How can We?
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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?
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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?
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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?
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3/5: How can We?
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3/5: How can We?
http://www.segmentenchallenge.nl/hvdk/index.php
Results after 1 month: double digit growth in up and cross-selling
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3/5: How can We?
How can we reduce churn and win-back clients?
A Game to Train Helpdesk employees in winning back clients
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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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...
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Turn-Key Compliance
Game
Avatar Creator
Multiple Choice
Questions
Scenario Questions
Multiplayer Battles
Leaderboard
Management Dashboard
3/5: How can We?
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Turn-Key Compliance
Game
Avatar Creator
3/5: How can We?
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Turn-Key Compliance
Game
Avatar Creator
Multiple Choice
Questions
3/5: How can We?
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Turn-Key Compliance
Game
Avatar Creator Scenario
Questions
3/5: How can We?
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Avatar Creator Scenario
Questions
3/5: How can We?
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Avatar Creator Scenario
Questions
3/5: How can We?
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Turn-Key Compliance
Game
Avatar Creator
Multiplayer Battles
3/5: How can We?
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Turn-Key Compliance
Game
Avatar Creator
Leaderboard
3/5: How can We?
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3/5: How can We?
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Turn-Key Compliance
Game
Avatar Creator
Management Dashboard
3/5: How can We?
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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
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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.
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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).
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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3/5: How can We?
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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?
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FREE DOWNLOAD www.brandnewgame.nl/book
Twitter: @BartHufen #gamification
200 pages of inspiration!
![Page 87: Inzet op maat 2015 BrandNewGame - Bart Hufen](https://reader033.fdocuments.net/reader033/viewer/2022042908/58f31c501a28ab7b598b458d/html5/thumbnails/87.jpg)
Book: www.brandnewplayground.com
Blog: www.gamingandbranding.com
Bizz: www.brandnewgame.nl
Twitter: @BartHufen #gamification
PLAY INGCONSULT CONCEPT