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This half day workshop is designed for marketing professionals looking to maximise engagement by integrating gamification and game mechanics into marketing campaigns.

When: Wednesday 12 October 2016
9:15am - 1:00pm
Where: The Marketing Institute of Ireland
South County Business Park
Dublin 18
Presenter: Sean Ahern
Contact: Ailish Hollingsworth
+353 1 295 2355 EXT 4

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Gamification is suddenly everywhere. Gartner has predicted that by the end of 2016 gamification will become a standard practice in marketing and customer loyalty campaigns. 87% of North American retailers are planning to use gamification to engage customers in the next 5 years. 70% of the top 2000 companies are using it right now.

For all the noise in the industry about the power of gamification, maybe it's somewhat surprising that the term "gamification" still carries with it a certain sense of mystique. Evangelists speak about it like it as if it was a magic sauce that can be applied to anything. Sceptics will say it's a passing fad that should be taken with a fistful of salt.

The reality is that gamification is not a magic sauce nor is it a fad. It is simply a part of an effective approach that is evident each time you open a web page or download an app; a shift to human oriented design.

Gamification is NOT about making or playing games. It IS about WHY we play games, what makes us happy, what makes us tick, what makes us click. It's human before function and it's an ethos that has taken hold in everything we see. Understanding gamification is to understand the basic principles that game-makers take for granted, and applying them to your work. It's 75% psychology and 25% technology. And it's not magic; it's simple and intuitive.

This half day workshop is designed to equip marketing professionals with the tools they need to start gamifying their own campaigns and unlocking the benefits of true human oriented design to achieve the kind of campaign interaction that sets your work apart.


In this course we will start by digging into what gaming is; from the psychological and physiological effects a game has on a player to the triggers and mechanics used by game-makers to evoke them. We will break a game down to it's simplest form and unlock the elements that make us engage. From this we will define simple targets and objectives to consider every time you create a campaign.

We will analyse real scenarios where marketers and PR agents have successfully used game mechanics both to engage millions and avoid catastrophes. We'll look at good examples and bad examples and measure the impact that these campaigns have had.

We will learn about what it is to target fun, and of course we'll have fun doing it. We'll look at a number of successful case studies to prepare us for our own first gamification project. And we'll finish by workshopping some examples ourselves, both real and imagined.

By the time our half day is complete, you will be able to:

    1) Comfortably explain to your peers and/or sponsors the practical and measurable benefits of gamification.

    2) Design your own gamified campaigns.

    3) Assume the role of gamification guru in your marketing team.



Date: Wednesday 12 October 2016

Time: 9:15am - 1:00pm

Location: The Marketing Institute

Price: Member Rate: €200, Non-Member Rate: €250


Please email Ailish on or call 01 295 2355.

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.

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