Getting serious with games. New Media Days, Copenhagen, 10th November 2010

1. Selected productions Serious Games Interactive 2006-2010 © Getting Serious With Games New Media Days, 10th November ‘10 Simon Egenfeldt-Nielsen, PhD CEO, founder Serious Games Interactive Gamification

4. What this is about…

5. What is gamification… ” Integrate game dynamics into your site, service, community, content or campaign, in order to encourage a certain behavior, attitude or skill."

6. Children and parents know this…

7. Agenda Why games matters? How to approach this? Who have done this? How to do this?

8. Game industry fastest growing… EUR 15bn EUR 30bn 1990 2000 EUR 75bn 2010

9. We invest 3 Billion hours every week in playing games Everyone…

10. Source: Mr. Toledano

11. Agenda Why games matters? What is this gamification really? Who have done this? How to do this?

12. What is gamification… Gamification signals a greater shift… Fight for attention Need for engaged users Need for user permissions Getting more creative in user interaction

13. The pre-history of gamification Cash incentives 1900s 2000s 1980s 1930s Coupon codes Loyalty systems Virtual rewards

14. The power of computers… Read… Listen… View Representation – we can really own ‘show’ things Simulation – We can represent, track, interact and manipulate

16. The history of gamification Source: Gabe Zichermann

17. How gamification work Active Challenge Win condition Rewards “ A game is a pastime with formal and predefined set of rules for the progression of a game session, with built-in and quantitative definitions of success and failure.” - Jesper Juul Achievement Social status

18. What is gamification… Product New approach Traditional approach Media Because games are about verbs and not substantives it becomes possible to not only manipulate other perception but also our actions much more directly through rewards system.

19. Agenda Why games matters? How to approach this? Who have done this? How to do this?

20. Case: Eksperten.dk

21. Case: Ribbon Hero 4 months after release +100.000 Downloads +120.000 Challengs played Microsoft Office see as innovative, interesting and cool. Source: Microsoft Office Lab through Gabe Zichermann

22. Case: Nike+

23. Agenda Why games matters? How to approach this? Who have done this? How to do this?

24. Communication Innovation External Internal Knowledge mgmt. E-learning Onboarding Advertising Branding Edu. campaigns User innovation Lead users Change mgmt Entrepreneurship

27. Contact details Serious Games Interactive www.seriousgames.dk www.globalconflicts.eu www.playinghistory.eu Simon Egenfeldt-Nielsen www.egenfeldt.eu [email_address]