Make it Fun to Get Started

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Quick introduction to gamification terminology and concepts, in the context of marketing. Includes next steps for deeper dive and gamification implementation.

Quick introduction to gamification terminology and concepts, in the context of marketing. Includes next steps for deeper dive and gamification implementation.

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  • 1. Make it Easy Funto Get StartedThe ABCs of Gamification
  • 2. Gamification is not...● Crappy badges on a crappy website● Fix for shady product or experience● Fix for poor understanding of customers &prospects● Actual games
  • 3. Gamification is...The use of game elements and game-designtechniques in non-game contexts.● Multiplier● "Fun theory"● Next step in evolution of marketing● Engaging experiences● Spirit of a game● Fun is job #1
  • 4. Anything can be made fungoo.gl/pNGhC
  • 5. "Everything in the futureonline is going to look like amultiplayer game."Eric SchmidtGoogle ChairmanInternet Goes MMOG
  • 6. Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame DesignThe Gamification Onion
  • 7. Mindset ShiftProspects & Customers=Players
  • 8. Player Types (Bartles)AchieversDefined by:A focus on attaining status andachieving preset goals quickly and/orcompletely.Engaged by:AchievementsTypical makeup: 10%SocializersDefined by:A focus on socializing and a drive todevelop a network of friends andcontacts.Engaged by:Newsfeeds, Friends, Lists, ChatTypical makeup: 75%KillersDefined by:A focus on winning, rank, and directpeer-to-peer competition.Engaged by:Leaderboards, RanksTypical makeup: 5%ExplorersDefined by:A focus on exploring and a drive todiscover the unknown.Engaged by:Hidden AchievementsTypical makeup: 10%
  • 9. Gamer Psychology QuizExplorer: 74%Achiever: 66%Socializer: 60%Killer: 7%goo.gl/fnQN3
  • 10. Mindset ShiftExtrinsic Rewards Intrinsic ValueAmyJoKim.com
  • 11. Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame Design
  • 12. Game MechanicsBadgesLevelsLeaderboardsChallengesRewardsOnboardingIncentiveLoopsPoints
  • 13. Types of PointsExperience: most important,earned for every action, may expire,never go down, not redeemed(always goes up, keep earning)Redeemable: goes up & down, redeemable for goods (ie. bankbalance)Skill-based: assigned to specific activities that are tangential toXP or tangential to redemptionKarma: sole purpose is to be given them away, get no benefitfrom keeping them (ie. voting system)Reputation: often most complex, incorporate a number ofdifferent things, used when a system cant verify trust
  • 14. Why BadgesCollecting: historically badges were a collectionmechanismSurprise/pleasure: "awesome, I earned a badge"Visually valuable: aesthetically pleasing, people canwant them because they look goodSocial promotion: opportunity for a user to promoteyour product in the social graph, "Im gonna share thiswith others"Goals & progress: can be a progress mechanic
  • 15. LevelsProgression of difficulty (dontslam them up front)Difficulty from level to level is notlinear, usually exponential up frontand then decreasing over time
  • 16. Reward IntervalsFixed Ratio: given after afixed number of actionsVariable ratio: given after anunknown number of actions
  • 17. ChallengesAligned with levels and experience pointsMaintain "Flow" - balance between abilitylevel and challenge(Treasure hunt)
  • 18. Leaderboard TipsAlways put the user inmiddle of the leaderboardShow friends above andbelow themShow them a specificinstruction on what theycan do to move up
  • 19. Incentive Loop Tips(Viral loop)Evolve through levelsBe deliberate & focused:● how to get users into the experience,● what keeps them engaged, and● how to bring them backie. connecting & expressing > tweet > @mentions >followers > rinse & repeat
  • 20. OnboardingFirst minute is themost importantMinimize choiceSlowly reveal complexity of system to userDont explain, experienceOffer benefits first, then ask for registration(give them something for free first, RIA)
  • 21. ExamplesXbox.com/live: achievements, leaderboardsFourSquare.com: badges, rewardsGetGlue.com: rewardsLinkedIn.com: progress barSalesForce.com: leaderboard, achievements, levelingMint.com: achievements, progress barCheckPoints.com: virtual currency, rewardsShopKick.com: virtual currency, rewards, contestsHallmark.com: Facebook credits, virtual goods, gifting, sharingStarbucks.com: leveling, rewardsNike.com: achievements, badges, challenges, rewardsBuffaloWildWings.com: trivia, challenges
  • 22. Service ProvidersBigdoor.comBunchball.comBadgeville.comiActionable.comGigya.com
  • 23. Gabe Zichermanngoo.gl/xW9Bj
  • 24. Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame Design
  • 25. Kevin Werbachgoo.gl/l07iw
  • 26. Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame Design
  • 27. Will Wrightgoo.gl/WfNim
  • 28. Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame Design
  • 29. Jane McGonigalgoo.gl/fe9C5
  • 30. Fun is Job #1