GAMIFICATION Sind wir alle Spieler? 2013 steigt Gamification zur wichtigen Strategie für Unternehmen, nicht nur des Marketings, auf. Spielerische Elemente im spielfremden Kontext dringen in Fitness & Gesundheit, Ökologie und Nachhaltigkeit, Weiterbildungsprogrammen, Online-Shopping und sogar ins Schul- und Ausbildungssystem ein. Wir zeigen das Spiel als Motivator für gewünschte Handlungen. Lothar Eckstein stieg im März 2013 in die Geschäftsführung ProSiebenSat.1 Games als Chief Marketing Officer ein. Bevor Lothar Eckstein zu ProSiebenSat.1 Games kam, war er in mehreren geschäftsleitenden Positionen europaweit tätig, unter anderen als Chief Marketing Officer bei Badoo in London, bei Bigpoint in Hamburg und als Chief Executive Officer bei Interactive Media AG (Axel Springer Verlag). Bis heute ist der gebürtige Stuttgarter als Unternehmensberater für verschiedene eCommerce-Unternehmen im europäischen Raum tätig. Seine Karriere in die Medienbranche begann er als Head of Product Management beim Deutschen SportFernsehen (DSF). Er studierte European Business Administration in London (UK), Reutlingen (Deutschland) und Reims (France). In seiner Position als Chief Marketing Officer bei ProSiebenSat.1 Games zeichnet er für die Bereiche Marketing, Public Relations und Portal (ProSiebenGames und Sat1Spiele) verantwortlich.

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Source: http://www.greenbookblog.org/2013/04/08/the-state-of-gamification-in-market-research/

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AAA Developer
Partnerships
Widespread, strong
european Distribution
Attractive, high quality
games portfolio
Licensing
Channeling
Publishing & Distribution TV Stations
Portals
ProSiebenSat.1 Games: Publisher of digital massively
multiplayer online games (MMoG) in Europe
Our pillars of success in digital publishing

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There is no recepie for fun, but some hints…
 Make-believe story
 Rules
 Challenges
 Personal Engagement
 Feedback
 Free, safe play space
 Shared experience / objects
 It ends

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Gamification ≠ Games
Gamification is the process of using game thinking and game mechanics in a non-
game context in order to engage users and solve problems
Gaming
Playing
Elements
System
(Serious)
Games
Gamification
(Serious)
Toys
Playful
Design

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Status quo of gamification:
Points – Badges - Leaderboards - Rewards
“What we‟re currently terming gamification is in fact the process of taking the thing that is least essential
to games and representing it as the core of the experience.” (Maria Robertson)
Points
Tracking, Feedback
Badges
Goals, surprises
Incentives
Gifts,Rewards
Leaderboards
Competition

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Effects of gamification mechanics
Pitfall: Most mechanics of gamification are extrinsical.
The fun in playing games chiefly arises from intrinsic enjoyment.
Game
Mechanics Reward Status Achievement
Self
Expression Competition Altruism
Points
Levels
Challenges
Virtual Goods
Leaderboards
Gifting &
Charity
Human Desires

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Pitfall: Unintended behaviors and no user value
Don„t break social norms, force people into it and let extrinsical motivation become
superior to intrinsical motivation. Provide real value for your customer.
Akoha
 Game mechanics and rules can mess with existing
social and cultural norms
Foursquare + Uber Checkin
 If you do not happen to live in NYC, you will not
find a real value compensating for checking in all
the time.
 Uber Checkin checks you in automatically
whereever you go.

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Good examples of gamification
Don„t break social norms, force people into it and let extrinsical motivation become
superior to intrinsical motivation. Provide real value for your customer.
Stack Overflow
 Get answers, build reputation.
 Take gamification elements away and it is still
valuable.
Fold.it
 Solve puzzles and unfold protein structures
 2011 the community unfoldet the structure of M-
PMV virus in 10 days. Scientists tried for 15 years.

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The Future of gamification
 You can„t stop it! Adapt and make the best out of it.
 What if gamification becomes pervasive?
 Gamification holds great potential for thoughtful, deep and sophisticated applications if we
become more aware and skillfull designers and avoid pitfalls.

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The End
+20 XP