Traction at TractionTom, 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/1 year ago
Carrie Peters, All things marketing, pr and social media at BigDoorThanks 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.1 year ago
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Traction at TractionDue to popular demand (aka, 2 people asking nice), we've changed the settings so this presentation is now available for download.1 year ago
Gamification:Help or Hype?twitter.com/adamkleinbergadam@tractionco.com415.962.5823 1
GAMING INDUSTRY$60,000,000,000 2
250,000,000PLAY SOCIAL GAMESEVERY MONTH 3
120,000,000PARTICIPATE INTRAVEL AWARDSPROGRAMS 4
84%OF INTERNETMARKETERS HADNO PLANS TO USEGAMES IN 2011Forrester 5
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QUESTION #1Is anyone here planning on using games in 2011? 7
WHO ARE GAMERS? 8
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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
QUESTION #2How many of you play games? 11
Vocabulary 12
Game Structured play,usually for enjoyment. 13
GameplayInteraction within a game. 14
Game Mechanics Constructs or tactics intended to encourage gameplay. Leaderboards Virtual GoodsBadges Competitions Levels Achievements Challenges Points Trophies 15
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
Game DynamicsAvoidanceThe act of inducing player behavior not by givinga reward, but by not instituting a punishment. 17
QUESTION #3Who here didnʼt watch LOST? 18
Game DynamicsFree lunchA dynamic in which a player feels that they aregetting something for free due to another personhaving done work. 19
CurrenciesWays to provide incentives that align with psychological motivations. 20
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
GamificationThe use of gaming, game apps and mechanics to drive adoption, usage, engagement and loyalty in non-game applications. 22
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
Gaming for marketers 24
DISTINCT OPPORTUNITIES• Gameplay in social games.• Create your own branded game.• Gamifying non-game digital experiences.• 25
#1GAMEPLAY INSOCIAL GAMES“We suggest that marketersstart by advertising inexisting social games…”– Forrester 26
Currency Exchange CityVille 27
Virtual BillboardRestaurants.com in Restaurant City 28
Branded Virtual GoodsCascadian Farms sold 310 million blueberries. Inside of FarmVille. 29
Deep IntegrationBing and Angry Birds 30
#2CREATE YOUR OWNBRANDED GAME 31
• 6,231,186 game plays• 90,307 plays per day• 270,018 hours of brand exposure 32
Branded Games 33
CREATE YOUR OWNBRANDED GAME Elisa Haidt Sr. Marketing Manager Creative Suite 34
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
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
ALIGN WITH NATURAL BEHAVIOR 37
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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
Gamification 50
ITʼS ONLY GAMIFICATIONIF ITʼS NOT A GAME. 51
‣ $1 off for mayors‣ badges for fun 52
Motivating health through gamification 53
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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
Pleasure ‣ Motive GameThe need for Mechanic: enjoyment Achievement 56
Moral ‣ Motive GameThe need to do Mechanic:something good Rewards 57
Social ‣ Game Motive The need for Mechanic:influence and recognition Leaderboard 58
Tribal ‣ Game MotiveThe need to help Mechanic:your community Team Play 59
Economic ‣ Motive GameThe need to do Mechanic:something good Points 60
Considerations 61
EMBRACE THE HELP.AVOID THE HYPE. 62
Help or hype? 63
QUESTION #4Who thinks Marriott HR will still have budget for this program in 2012? 64
ENGINEER A PATHTO YOUR GOALS. 65
‣ Prioritize business objectives 66
REWARDS.REWARDS.REWARDS.REWARDS.REWARDS. 67
‣ 1,000,000+ challenges completed‣ Hundreds of thousands of unique players‣ Nearly half posted to Facebook and Twitter 68
DONʼT REINVENTTHE WHEEL. 69
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LEVERAGEMOTIVATIONS. 71
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QUESTION #5 Who thinks gamifying thispresentation made it better? 73
Tancicleide Gomes
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