Mumbrella360 delegates to get a hands-on taste of gamification in action

mumbrella360The panellists for media agency PHD’s Mumbrella360 session on the appliance of gamification to the world of marketing have been confirmed.

Chris Stephenson PHDThe session will be moderated and presented by PHD’s strategy director Chris Stephenson and also feature Colin Cardwell, founder and CEO of app and gaming development company 3rd Sense and Marigo Raftopoulos of RMIT University’s GEElab.

Along with a specially developed app for delegates to play along, the session will investigate the principles and theory of gamification, along with examples and tangible recommendations and applications for planning and creativity.

3rd Sense is the company behind hit gladiatorial game Swords and Sandals, and has created games for brands including AMP, Government NSW and Tabcorp.

GEElab is a RMIT University initiative, based in Stuttgart and Melbourne, which explores how game design can be applied to a number of disciplines.

Previous Mumbrella360 sessions curated by PHD have included the creation of a manifesto for the media, and the Change One Thing debate.

PHD announced the transformation of its internal planning platform into a game, Source, last year. Source enables PHD’s 2,500 employees to take part in a “Massively Multiplayer Online Game” (MMOG) and crack campaign ideas for the agency’s global clients.

The conference itself will be gamified through an app allowing delegates to score points for specific behaviours in order to win prizes, demonstrating game mechanics in action.


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