Inzet op maat 2015 BrandNewGame - Bart Hufen

1. BrandNewGame Playful solutions for serious change Twitter: @BartHufen #gamification

2. 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?

3. 1/5: Wie…? Publicaties Presentaties Projecten Producten Player 1 Player 2

4. 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

5. 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

6. DOWNLOAD AT www.brandnewgame.nl/book Twitter: @BartHufen #gamification 200 pages of inspiration!

7. Wie overweegt serious games of gamification in te zetten? Waarom wel? Waarom niet? 2/5: Wat willen jullie?

8. 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

9. Some Facts to kick off? What would you offer the publisher of Candy Crush 750 Million - 2 billion - 6 billion

10. Applying game mechanics within a non-game context What is Gamification?

11. What is this?

12. What is this?

13. 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?

14. Why use Games? Purpose Autonomy Mastery

15. Game Mechanics

16. Game Mechanics

17. Game Mechanics

18. Games are routine mechanisms New routinesOld routines PLAY = PRACTICE

19. Objective CHALLENGE S.M.A.R.T. Drives PLAYER Motivations Content APPLIED GAME Context + + + FEEDBACK - - - + + + BEHAVIOR - - - UI & UX Where & When 3/5: What do we know? ShapeStructure Game Mechanics copyright BrandNewGame 2009 - 2015

20. Spiral - improve Idea Concept Analyse Proto- type Content Beta Design Doc. Alpha code Launch Support Improve Prepare Execute Follow up

21. Schillen van games NIET STOREN! Visueel Doel Tactiek Content Mastery Regels moeten Rechtvaardig voelen voor alle spelers Context bepaald groot deel van het succes

22. HEBBEN BEWIJZENLEREN BINDENFantaseren Ontdekken Uitdagen Sensatie Sociale Interactie Verhalen   Expressie Onderschikken Spelers Drijfveren & Motivaties Kennis is Macht! Kracht is Macht! Bezit is Macht! Populariteit is Macht!

23. 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?

24. GameStorm - KOSTEN + OMZET BUSINESS PLAYGROUND Verhoog

25. klanttevredenheid

26. en

27. verkoop!

28. Challenge # 1 Geef

29. inzicht

30. in

31. het

32. NUT

33. van

34. keten- denken

35. in

36. branche Challenge # 2 Vergroot

37. medewerker

38. betrokkenheid!

39. Challenge # 3 Train

40. medewerkers

41. in

42. up-

44. cross

45. selling

46. Challenge # 4 INTERN EXTERN Laten we starten met een GameStorm!

47. GameStorm BUSINESS PLAYGROUND Ziggo Ziggo Björn Borg Schiphol Genereer

48. traffic

49. naar

50. onze

51. winkels Challenge # 1 Geef

52. inzicht

53. in

54. het

55. NUT

56. van

57. keten- denken

58. in

59. branche Challenge # 2 Vergroot

60. medewerker

61. betrokkenheid!

62. Challenge # 3 - KOSTEN + OMZET INTERN EXTERN Train

63. medewerkers

64. in

65. up-

67. cross

68. selling

69. Challenge # 4 BelCompany Fontys Verlaag

70. uitval

72. van

73. eerstejaars

74. studenten

75. Challenge # 5 Train

76. medewerkers

77. in

78. voeren

79. persoonlijk

80. verkoopgesprek

81. Challenge # 6

85. 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

86. 3/5: How can We? Wie heeft zijn plan voor 2016 al af?

87. GameStorm BUSINESS PLAYGROUND - KOSTEN + OMZET INTERN EXTERN

88. GameStorm BUSINESS PLAYGROUND Ziggo Ziggo Schiphol Schiphol Binnen

89. branche

90. samenwerken

91. en

92. omzet

93. vergroten

94. Challenge # 1 Geef

95. inzicht

96. in

97. het

98. NUT

99. van

100. keten- denken

101. in

102. branche Challenge # 2 Medewerker

103. betrokkenheid

104. vergroten

105. Challenge # 3 - KOSTEN + OMZET INTERN EXTERN Train

106. medewerkers

107. in

108. up-

110. cross

111. selling

112. Challenge # 4 BelCompany Fontys Uitval

113. %

114. van

115. eerstejaars

116. studenten

117. verlagen Challenge # 2 Medewerkers

118. trainen

119. in

120. herkennen

121. persona’s

122. Challenge # 4

123. 3/5: How can We? TALENT LOADING 68%

124. 3/5: How can We?

125. 3/5: How can We?

126. 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.

127. 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.

128. 3/5: How can We? SPELER: Dylan Winkel: Utrecht Binnenstad TALENT Klanten geholpen 19 Tevreden klanten 13 verdient 14.500

129. 3/5: How can We?

130. 3/5: How can We?

131. 3/5: How can We?

132. 3/5: How can We?

133. 3/5: How can We?

134. 3/5: How can We?

135. 3/5: How can We?

136. 3/5: How can We?

137. 3/5: How can We?

138. 3/5: How can We?

139. 3/5: How can We?

140. 3/5: How can We?

141. 3/5: How can We?

142. 3/5: How can We? Ken je klant - Retail Game www.brandnewgame.biz/demo/kenjeklant Personeelsnummer: 0001 Geboortedatum: 01-01-2013

143. 3/5: How can We?

144. 3/5: How can We? Gamified training - player dashboard

145. 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?

146. 3/5: How can We?

147. 3/5: How can We?

148. 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?

149. 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?

150. 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?

151. 3/5: How can We?

152. 3/5: How can We? http://www.segmentenchallenge.nl/hvdk/index.php Results after 1 month: double digit growth in up and cross-selling

153. 3/5: How can We? How can we reduce churn and win-back clients? A Game to Train Helpdesk employees in winning back clients

154. 3/5: How can We?

155. 3/5: How can We?

156. 3/5: How can We?

157. 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...

158. Turn-Key Compliance Game Avatar Creator Multiple Choice Questions Scenario Questions Multiplayer Battles Leaderboard Management Dashboard 3/5: How can We?

159. Turn-Key Compliance Game Avatar Creator 3/5: How can We?

160. Turn-Key Compliance Game Avatar Creator Multiple Choice Questions 3/5: How can We?

161. Turn-Key Compliance Game Avatar Creator Scenario Questions 3/5: How can We?

162. Avatar Creator Scenario Questions 3/5: How can We?

163. Avatar Creator Scenario Questions 3/5: How can We?

164. Turn-Key Compliance Game Avatar Creator Multiplayer Battles 3/5: How can We?

165. Turn-Key Compliance Game Avatar Creator Leaderboard 3/5: How can We?

166. 3/5: How can We?

167. Turn-Key Compliance Game Avatar Creator Management Dashboard 3/5: How can We?

168. 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

169. 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.

170. 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).

171. 3/5: How can We?

172. 3/5: How can We?

173. 3/5: How can We?

174. 3/5: How can We?

175. 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?

176. FREE DOWNLOAD www.brandnewgame.nl/book Twitter: @BartHufen #gamification 200 pages of inspiration!

177. Book: www.brandnewplayground.com Blog: www.gamingandbranding.com Bizz: www.brandnewgame.nl Twitter: @BartHufen #gamification PLAY INGCONSULT CONCEPT

Inzet op maat 2015 BrandNewGame - Bart Hufen

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