Gamification? Help or Hype
 

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Primer of opportunities in games, gaming and gamification for marketers including case studies and best practices.

Primer of opportunities in games, gaming and gamification for marketers including case studies and best practices.

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15 of 9 Post a comment

  • Full Name Full Name Comment goes here.
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  • Still great info.
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  • Tom, thanks. Carrrie, if you’re in SF, feel free to drop by and give us a demo. I also wrote an article on How To Gamify Your Marketing on Mashable: http://www.mashable.com/2011/07/18/gamification-marketing/
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  • Touches on a lot of things I've been thinking about. Good stuff.
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  • Thanks for sharing this - it's a great overview! If you're looking at gamification platforms we'd add BigDoor in to the mix too (www.bigdoor.com). We don't charge for use of our API and are building out a new way for online publishers to monetize using gamification.
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  • Due to popular demand (aka, 2 people asking nice), we've changed the settings so this presentation is now available for download.
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Gamification? Help or Hype Presentation Transcript

  • 1. Gamification:Help or Hype?twitter.com/adamkleinbergadam@tractionco.com415.962.5823 1
  • 2. GAMING INDUSTRY$60,000,000,000 2
  • 3. 250,000,000PLAY SOCIAL GAMESEVERY MONTH 3
  • 4. 120,000,000PARTICIPATE INTRAVEL AWARDSPROGRAMS 4
  • 5. 84%OF INTERNETMARKETERS HADNO PLANS TO USEGAMES IN 2011Forrester 5
  • 6. ? 6
  • 7. QUESTION #1Is anyone here planning on using games in 2011? 7
  • 8. WHO ARE GAMERS? 8
  • 9. 9
  • 10. WHO ARE GAMERS?• Skew female.• Span many generations.• Motivated to connect with others.• More likely to engage with brands on social networks. Forrester 2011 10
  • 11. QUESTION #2How many of you play games? 11
  • 12. Vocabulary 12
  • 13. Game Structured play,usually for enjoyment. 13
  • 14. GameplayInteraction within a game. 14
  • 15. Game Mechanics Constructs or tactics intended to encourage gameplay. Leaderboards Virtual GoodsBadges Competitions Levels Achievements Challenges Points Trophies 15
  • 16. Micro Leader-boards Modifiers Moral Hazard of Game Play Ownership Pride Privacy Progression Dynamic Ratio Reward Schedules Real-time v. Delayed MechanicsGame Dynamics Reinforcer Response Reward SchedulesStrategies used in game Shell Gamedesign based on Social Fabric of Gamespsychological motivations. Status Urgent Optimism Variable Interval Reward Schedules Variable Ratio Reward Schedule Viral Game Mechanics Virtual Items 16
  • 17. Game DynamicsAvoidanceThe act of inducing player behavior not by givinga reward, but by not instituting a punishment. 17
  • 18. QUESTION #3Who here didnʼt watch LOST? 18
  • 19. Game DynamicsFree lunchA dynamic in which a player feels that they aregetting something for free due to another personhaving done work. 19
  • 20. CurrenciesWays to provide incentives that align with psychological motivations. 20
  • 21. Currencies Moral Economic Individual Motive Motive The need to do The need for something good material success Pleasure Motive The need for enjoyment Social TribalCollective Motive Motive The need for The need to help influence and your community recognition Internal External 21
  • 22. GamificationThe use of gaming, game apps and mechanics to drive adoption, usage, engagement and loyalty in non-game applications. 22
  • 23. FREQUENT FLIER PROGRAMS• Use multiple game mechanics ‣ Collect Points (miles) ‣ Level Up (to Silver and Gold status) ‣ Do Challenges (fly 3X in next 30 days…) ‣ Win Rewards 23
  • 24. Gaming for marketers 24
  • 25. DISTINCT OPPORTUNITIES• Gameplay in social games.• Create your own branded game.• Gamifying non-game digital experiences.• 25
  • 26. #1GAMEPLAY INSOCIAL GAMES“We suggest that marketersstart by advertising inexisting social games…”– Forrester 26
  • 27. Currency Exchange CityVille 27
  • 28. Virtual BillboardRestaurants.com in Restaurant City 28
  • 29. Branded Virtual GoodsCascadian Farms sold 310 million blueberries. Inside of FarmVille. 29
  • 30. Deep IntegrationBing and Angry Birds 30
  • 31. #2CREATE YOUR OWNBRANDED GAME 31
  • 32. • 6,231,186 game plays• 90,307 plays per day• 270,018 hours of brand exposure 32
  • 33. Branded Games 33
  • 34. CREATE YOUR OWNBRANDED GAME Elisa Haidt Sr. Marketing Manager Creative Suite 34
  • 35. CHALLENGE• Students have always been a critical target for Adobe, but skeptical of marketing• Adobeʼs student pricing for CS4 was great, but competing with beer and pizza• Adobe had experimented in Facebook— now it was time for real business results 35
  • 36. ENGAGE & INSPIRE• Engage students by providing them with something they value• Inspire them by teaching them how to do amazing things with their photos and Adobe products• Give them a reason to return to the page again and again so we could expose them to offers again and again 36
  • 37. ALIGN WITH NATURAL BEHAVIOR 37
  • 38. 38
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  • 48. 48
  • 49. RESULTS (REAL BUSINESS ONES)• 40% of players returned to play again• 22% checked out the tutorials• 6% clicked the share button• 6% clicked buy now FEATURED IN: 49
  • 50. Gamification 50
  • 51. ITʼS ONLY GAMIFICATIONIF ITʼS NOT A GAME. 51
  • 52. ‣ $1 off for mayors‣ badges for fun 52
  • 53. Motivating health through gamification 53
  • 54. 54
  • 55. Currencies Moral Economic Individual Motive Motive The need to do The need for something good material success Pleasure Motive The need for enjoyment Social TribalCollective Motive Motive The need for The need to help influence and your community recognition Internal External 55
  • 56. Pleasure ‣ Motive GameThe need for Mechanic: enjoyment Achievement 56
  • 57. Moral ‣ Motive GameThe need to do Mechanic:something good Rewards 57
  • 58. Social ‣ Game Motive The need for Mechanic:influence and recognition Leaderboard 58
  • 59. Tribal ‣ Game MotiveThe need to help Mechanic:your community Team Play 59
  • 60. Economic ‣ Motive GameThe need to do Mechanic:something good Points 60
  • 61. Considerations 61
  • 62. EMBRACE THE HELP.AVOID THE HYPE. 62
  • 63. Help or hype? 63
  • 64. QUESTION #4Who thinks Marriott HR will still have budget for this program in 2012? 64
  • 65. ENGINEER A PATHTO YOUR GOALS. 65
  • 66. ‣ Prioritize business objectives 66
  • 67. REWARDS.REWARDS.REWARDS.REWARDS.REWARDS. 67
  • 68. ‣ 1,000,000+ challenges completed‣ Hundreds of thousands of unique players‣ Nearly half posted to Facebook and Twitter 68
  • 69. DONʼT REINVENTTHE WHEEL. 69
  • 70. 70
  • 71. LEVERAGEMOTIVATIONS. 71
  • 72. 72
  • 73. QUESTION #5 Who thinks gamifying thispresentation made it better? 73
  • 74. Thanks.Adam Kleinberg Elisa Haidtadam@tractionco.com ehaidt@adobe.comtwitter.com/adamkleinberg 415.832.5274linkedin.com/in/adamkleinberg415.962.5823 74