Social Gaming and Gamification Innovation BriefingEconsultancyRaf Keustermans, June 2011

Social Gaming and Gamification Innovation

Briefing

Image from launchpad6.com

RAF KEUSTERMANS

Independent Consultant

Global Marketing Director Playfish (EA) 2009-2010

Marketing Director EMEA Pogo.com (EA) 2008-2009

Head of Marketing Western Europe Unibet.com 2005-2008

Project Manager & Strategic Planner at BBDO, Grey and DuvalGuillaume (Publicis Groupe) 1998-2001 / 2002-2005

Co-Founder start-up (Cyganet - online community tools & services) 2001-2002

raf.keustermans@gmail.com

Twitter: @raf_keustermans

Please note:Sample presentation only. Please download the full presentation from:http://

econsultancy.com/reports/social-gaming-and-gamification-innovation-briefing

Games & Gamification Timeline

PONGGamification

Social Games

1972 1994 2005 20122007 2010

XBOX 360PS3

1980’s

« Golden Age of ArcadeGames »

Brands (re)discover

Games

Social Games

Image from CityVille, Zynga

What Is It?

Games using social graphFb/iOS Game Centre/OpenFeint/…

No End/No Winner

Multi-Player (real-time or turn-based)

Users always aware of others’ activities

Free (Ad-funded/Virtual Goods)

Image from menagamer.com, Restaurant Story

Gamification ingredients

Image from free-photos.biz

1. What motivates the user/customer?2. What are the mechanics/rules?3. Is there Social Interaction?4. How do you Win/Level Up? (victory

conditions)

• Criticism: – ‘Pointsification’– Fluffy metrics (‘engagement’)– Re-inventing loyalty systems– Ugly word

• Most gamification projects are ‘glorified loyalty programmes’.

• Game mechanics can’t fix broken businesses!

Raf Keustermansraf.keustermans@gmail.com twitter.com/raf_keustermans

Image from Flickr

Please note:Sample presentation only. Please download the full presentation from:http://

econsultancy.com/reports/social-gaming-and-gamification-innovation-briefing

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