The mobile revolution at sime

The first day of SIME, the European tech/startup conference, was a vivid circus of great speakers with great production values. This time in Stockholm.

Sime is a special sort of conference because it is focused on marketing entrepreneurship and creating a forum for entrepreneurs and investors. While similar conferences might slog through technical details while zombie hordes of coffee ingesting listeners try to stay awake, SIME is more about showmanship. Almost every session is 20 minutes or less, even for the big players, and our host, Ola Ahlvarsson, is always on stage pushing things along.

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The Gamification of SIME

Orginially posted on the official SIME blog

SIME is a Swedish Conference on web, tech and startups. Where great speakers entertain for two days and investors and entrepreneurs mingle over coffee and champagne.

SIME 2011 was a flurry of great speaker on a wide area of subjects. While the set theme for SIME was “Passion Wins” another theme running through the conference was going mobile. Gamification was subtly introduced to the SIME audience in a panel on Gamification and marketing. Possibly to set the stage for a larger presence next year.

But what exactly is Gamification and how does it tie in with SIME 2011?
Gamification is the process of using game mechanics in non-game products and services. I am not talking about  3D characters or scoring points here however. Games have matured in relative obscurity thought the years to become one of the worlds largest entertainment forms, aimed mostly at adults. The foundations ofwhat makes a good game are similar and equally complex as what makes a great brand. The psychology or rewards have been used in training and products over the years, but only games have really delved deep and explored the territory. Pacing and storytelling in a product where there is no story is also only really explored in the games industry. Science and design based on concepts like these are migrating from games into “normal” products.

This is Gamification. And oddly, ties in excellently to SIMEs central theme.

The Passion of Gamification
Passion Wins. That theme was presented by Ola in his welcoming speech and it was central to almost all the talks at SIME. From presentations from promising startups, among them iZettle – the mobile payment solution, to using brain scans for better marketing there was not a presenter on stage that lacked passion. But how do we reach passion in our users or customers? While every panel spoke of the importance to engage users and inspire passion there was only one that talked about how thats done.

Panel on Gamificiation
A panel consisting of Elísabet GrétarsdóttirEve OnlineJohan Sjöberg, founder Starstable, and Robin TeiglandStockholm School of Economics, joined Ola on stage to discuss the most popular buzzword of the day.

The panel wasn’t that impressed with the term Gamification for starters. Elisabet described it as working with motivation in marketing to engage the audience, hopefully getting them to participate. Johan joined in saying that the term might be a misnomer, that the term Playification might be more appropriate. Since the focus is on engagement but not at all games.

“we are playful creatures” – Elísabet Grétarsdóttir, SIME 2011

The panel was in agreement that playfulness was important for humans, adding fun to anything should be possible. The panel highlighted experiments with gamification in education and Elisabet even made a pitch to add creative interaction in the fashion industry.

If we are playful creatures, play should be a great way to engage our users. Right?

Going mobile with gamification
As I mentioned earlier another trend runnings through the entire conference was going mobile. Google spoke of being a mobile first company, Ericsson spoke about communicating in a world where every device is interconnected. But what does this have to do with gamification?

Throughout SIME we heard speakers talk about new paradigms and the web/app divide. Essentially mobile web is taking over and has a different set or boundaries than the desktop web. So how to we make sure our mobile interfaces are good enough and engaging users? You know where I’m going with this aren’t you?

Mobile interfaces is a perfect place to start adding the fun.

Summing up gamification at SIME 2011
The passion at SIME was amazing. The energy was great. The game we played at the conference, bad. Basically we’re all looking into how to engage and interact with people through digital mediums. The only industry that has really done it is the games industry. Moving their knowledge to the rest of the web is gamification. Elisabet doesn’t think it’s through external motivation. Ola thinks it might have something to do with horses.

The only thing we know is: however it’s done, it’s going mobile.

 

Jesper Bylund is a Game Designer / Interaction Designer who blogs about Gamification on Adding the Fun.com

UPDATE:
Added a short explanation of what SIME is, thanks to @kenneth_aa for making me realize it was needed.

Elisabet Grétarsdóttir explains Gamification at SIME 2011

The last day at SIME, Sweden’s largest digital/web conference in Stockholm, a panel of guests took to the stage to have a panel discussion about gamification.

Gamification is the latest and greatest buzz word in a long line of hype from digital marketing companies. But gamification is different because unlike social media and the like the Gamification concept is loaned from the hugely profitable games industry.

At SIME this year the panel consisted of representatives from World of Horses Online, CCP games and an associate professor from the Stockholm School of Economics. The topic was gamification and was simply introduced as the concept of using mechanics and design from the games industry to market products and services in non entertainment industries.

Elisabet, from CCP games, really gave a show with clear and consice ideas about gamification.
She started off by describing the difference between intrinsic and extrinsic motivators.
An extrinsic motivator, which are mostly used in gamification today, are external rewards given to the player for achieving certain tasks. Such as points to shoot a bird accurately or a badge to check in at a location
An intrinsic motivator is an internal reward the player experiences because he/she achieves something in the context of the game. Internal rewards are feelings based on. Social recognition or completing a challenge.

One of her most memorable quotes was saying she’d like to Gamify the games industry by moving from extrinsic to intrinsic motivators.

Another one was a sharp critique to enforced seriousness while stating a point about humans being playful creatures:

why can we hug at a soccer game but not in the board room?

Elisabet also rocked the end of the panel by giving an example of how she would revolutionize boutique shopping by gamifying a H&M shop into a “minecraft retail experience” to, in her own words, “create a platform for creativity and self expression”.

The audience and the panel alike seemed almost shocked by the simple truths laid out by Elisabet on gamification. I bet that if she has any say, gamification will be less of a buzz word and more of a business strategy from now on.
One can only hope.

PS
I’m writing this on an iPad balanced on my knee while I’m eating so if this post is in shambles, please check back in an hour or so and I’ll try to polish the turd.

Update 1
Robin from the Stockholm School of Economics mailed me an update, apparently I got both her school and her title wrong.. Sorry Robin, keep up the great work!

Gamification at SIME 2011

Second day of SIME 2011 coming up and today, finally, we’ll get into the nitty and gritty of gamification with a talk from CCP‘s Elísabet Grétarsdóttiroi, global strategist for marketing.

Hopefully this will be awesome. I’ll be live tweeting the event all day and half the night and writing about what she and the other speakers had to say as soon as possible.

So visit again soon for updates.

update
CCP link works now! Sorry about that.

SIME Stockholm day 1

A week ago I was contacted by Bloggbyrån to be a theme blogger for SIME, Sweden’s largest web/tech conference. I would write about how the conference talked about and around gamification. I’ve been talking gamification since I started studying game design, long before it became a buzzword, so how could I refuse?

My first day here and I’m amazed
Normally the Swedish conferences are timid and partly boring events as the swedes are quite reserved and the production values are quite low. Not so at SIME.
The production values are through the roof and people are talking fast to get around the room. None of them make it.

The topics are wide but the theme is central
The speakers here at SIME are varied and well drilled, no slow moments for the audience. From representatives of the BBC to new web startups to multinational investors playing the piano somehow it all ties in neatly with our moderator Ola Ahlvarsson’s set theme: “Passion Wins!”.

My head is buzzing
Not from the champagne but from the pace. The comedian wrapping up spotted my tweet and made me a bit and none of us can move more than 3 feet without talking to someone. This is not the usual environment for a Swede and for anyone interested in entrepreneurship it’s amazing.

Tomorrow is another day
Of SIME and with the schedule ahead of me it seems to be even more packed than today. Right now this rundown is the best I can do. Now I’m off to the bar to find out if there is more champagne and anyone interested in discussing gamification.

One more thing
I was apparently the most active twitterer today, even after the comedian made fun of me, and my tweets were picked up by a Swedish newspaper and retweeted widely.
Dagens media – de leder SIME twittrandet