The rules of Gamification Demystified. Gucci Written by Nordics DEF on October 31, 2018

The rules of Gamification Demystified. Festival Speaker Insights with Anders, Gucci

Anders Holmberg Lange is Head Of Marketing at Gucci and his role is to tell the story of Gucci’s luxury brand across touchpoints from SoMe to Retail to E-Commerce to Influencer to Models. As an experienced speaker, Anders will give an inspirational talk about Gucci’s own story on Gamification including the key components, pitfalls, roadmaps, and how to build a social reward system.

Gucci is a world leader in apparel and accessories that owns a portfolio of powerful luxury and sport and lifestyle brands. Anders has been integral to it’s digital transformation, helping to create over 100% growth. Don’t miss his talk on just how Gucci is winning gamification. See you in Copenhagen on 7th February 2019. And for a limited time only, we’re offering 241 tickets, get yours HERE today.

Over to you Anders….

DEF: Can you tell us a bit about Gucci?

ANDERS: What to say, most people in the world know Gucci. Gucci is known as the Italian brand and today it still has it roots in Italy. Instead of talking about the history let’s talk about Gucci’s Digital Transformation.

In 2010 Gucci’s started its digital transformation which all began with a roadmap to develop to ensure the red line. It was decided to create a strong digital presence that the consumer could enjoy and it could be the start of a clear omnichannel strategy. The bold actions in this process has created a growth of at least 114% per year since 2013. I was part of this process and it has transformed the inner Gucci’s.

DEF: As Head of EMEA Marketing, what does that mean for you on a day-to-day basis?

ANDERS: It means I get to work with some of the smartest and most brilliant people in the world. I get to tell the Gucci’s story across all touchpoints from SoMe to Retail to E-Commerce to Influencer to Models. And more practical on a day-to-day basis a lot of phone calls and Emails but I get that moment in the day where everything makes sense and brings the little extra joy.

DEF: What brought you here? Was it your initial career path of choice?

ANDERS: I always thought I would be like my father, a factory work doing the same job for 40 years, but faith wanted something else. I made an early choice to focus on building experience instead of being active in school. This choice was actually the most important one I have made in my career, and it follows me today. It means that I am very practical in my approach to things and believe in actions more the theories. I hire people based on their experience and personality rather than their fine education.

DEF What is the best and worst part of the day for you?

ANDERS: The best part of my day is when I get home from work and see the smile on my daughters face. This will always be the best part.

On the professional side, it’s when you see a consumer share they experience with the world.

The worst is when you go home and you’ve seen an employee fail at their work because you didn’t give enough time to them.

DEF: What makes you passionate about the world of digital and technology?

ANDERS: For me, my passion comes from what the digital world and technology allows us to do. It gives us the ability to design and create a world for just THE consumer and what that Consumer experience is, is up to us, it gives us as marketeers a great responsibility and it is my honour and passion to care for this experience

DEF: What song do you listening to the most?

ANDERS: That is a very big question and I will try to answer it simple: EVERYTHING

I listen to rock when I am annoyed.

I listen to Classic to focus my mind.

I listen to radio for everyday things

I listen to rap/ pop/ hiphop when I am social

You get the idea now…..

DEF: What do you enjoy doing when you are not at work?

ANDERS: I am a big family man, so most of my time is spent together with my family. But I always have a few side projects. I am also a volunteer at our local ghetto area, where I am a mentor for young teenagers.

DEF: Digital has already taken us on a significant journey both in business and in our personal lives. What big things do you think we should be looking out for in 2018?

ANDERS: I thiyou/we we should be looking at how AR can be integrated into your retail stores. I am a firm believer that AR will bring a much better consumer experience then eg VR. I am hoping that 2018 will be the year that E-Commerce/Digital/omnichannel(EDO) will replace the traditional marketing approach. Hoping to see more of the EDO in top management & boardrooms.  

DEF: You are going to be speaking at our next Digital Enterprise event in London. There you will talk about “The Modern Gamification”. Without giving to much away, can you tell us a bit more about that?

ANDERS: I will give you the short version: For us Is The modern gamification all about using the social leverage to build a reward system that are totally based on social rewards. My talk will be about how to integrate this into our flagship stores

DEF: What is gamification? What are the benefits?

ANDERS: Our definition of gamification is:

“Gamification is the development of a reward system where the consumer earns something. Higher engagement gives higher rewards.” The benefits of gamification is that you can use different trickers to push the consumer closer to a buy or action you wish.  It gives the consumer a way to rank the interactions with the brand and gets rewarded

DEF: How can gamification help in the process of Digital Transformation?

ANDERS: Gamification can be used both within the company itself and to show stakeholders the ROI in investing in projects.

I have always built my road-maps around gamification, what do that mean? Well it means you have a set of goal along the road but normally you do not specify what you get out of each goal beside the goal. I use goals to specify eg. What type of consumer knowledge do we get at this point and what actions will we now be able to make.


Anders will be joining us to speak at our Digital Enterprise Festival on 7th February 2019 in Copenhagen, a city which is embracing digitisation to help businesses grow and adapt to rapid changes.

For sponsorship or speaker enquiries email us or to find our more & who else will be taking centre stage, take a look at the event here

For more DEF events across Europe in 2019 click here:

Our talks are from speakers representing large-scale enterprises, who offer first-hand insights into everything from digital eco-systems to data management systems. As a rapidly changing industry, it’s vital to stay one step ahead, and this event will offer you an exclusive opportunity in understand how the most cutting-edge companies are maintaining their position as world leaders in digital innovation.

DEF Team

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