Gamification? Help or Hype

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

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Gamification? Help or Hype

  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
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  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

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