Gamification For Your Brand <ul><li>The Promises and the Pitfalls </li></ul>
So, why am I talking about    Gamification ?    and   more importantly,   why should you  care ? ? ? ? ?
So what is  Gamification ?
What it is not... Video Games
Gamification : The process of using  game thinking   and  game mechanics   to solve problems and engage users.
Gamification : Is a recent  trend  that stems from the  popularity  and  replay  value  of console and social  video games .
Just how  Popular is   gaming ?
Consumers spent  $25.1 billion  on video games, hardware and accessories in 2010. Game sales in 2010, generating  $5.9 bil...
Average game player is  37 years old  and has been playing for  12 years Average age of the frequent game purchaser is  41...
Gamification : The  process  of figuring out what  elements  of game play keep players  hooked  over time and then...
Gamification : Apply  those  elements  to regular tasks, scenarios, and problems – essentially  turning any activity  into...
Facebook  is probably the most successful  non-game game  ever invented.
So how do you  know  that gamification  works ? It is based on  Science .
Human Needs Reward Status Achievement  Self Expression Competition Altruism Reward Status Achievement  Self Expression Com...
Game designers  call these fundamental needs and desires,   game dynamics .
And they have known for years how to address these needs through the use of  game mechanics .
Game Mechanics Points Levels Challenges Virtual Goods and Spaces Leaderboards Gifts and Charity Gifts and Charity Gifts an...
Game Mechanics  Motivate   Behaviors
Gamification  now enables these  dynamics  to be applied more  broadly. broadly.
Overall Goal: Engagement
Why should you  Care  about  Gamification ?
Result: A  powerful tool   through which  organizations can teach ,  persuade , and  motivate  people.
Examples
Personal Finance Mint
Learning Khan Academy
Buying Groupon
Business Salesforce.com
Fitness Nike+ FitBit
CrossFit Workouts Gamification tactics  do not need to involve digital technology...
So what does the future of  Gamification  look like?
According to the statistics... Gartner, predicts that “by 2015, more than 50%   of organizations that manage innovation pr...
or as envisioned by... Professor Jesse Schell
Wait a minute…  this all seems a little fishy. this all seems a little fishy.
 
This isn’t new... many of its techniques  have been in place for a long time.
Gamification elements are  already present in everyday activities
For business purposes, gamification is  invalid ,  faddish ,  exploitative   and  simplistic
Gamification has  mistaken  the addition of  points  for the application of  genuine  game mechanics
Misconception 1   Gamification is about badges and points. badges and points. badges and points. badges and points.
Misconception 2   All gamification activities have to be fun. All gamification activities have to be fun. All gamification...
Misconception 3   Gamification activities are not appropriate in the workplace in the workplace in the workplace in the wo...
So how can you   bring  gamification   concepts  for your   brand ? ? ? ?
Is the  Product Compelling ?
What is the  Context ?
What is the  Timeframe ?
How soon to  Market ?
What does  Success look like? look like?
In Summary
Questions
Thank you <ul><li>Jon Barlow </li></ul><ul><li>Vice President, Senior Creative Technologist </li></ul><ul><li>e.  [email_a...
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Gamification for Your Brand

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Gamification for Your Brand the Promises and The Pitfalls by Jon Barlow, Senior Creative Technologist, Capstrat from the Triangle AMA Digital Marketing Training Camp on Feb 29, 2012. www.triangleama.org

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Gamification for Your Brand

  1. 1. Gamification For Your Brand <ul><li>The Promises and the Pitfalls </li></ul>
  2. 2. So, why am I talking about Gamification ? and more importantly, why should you care ? ? ? ? ?
  3. 3. So what is Gamification ?
  4. 4. What it is not... Video Games
  5. 5. Gamification : The process of using game thinking and game mechanics to solve problems and engage users.
  6. 6. Gamification : Is a recent trend that stems from the popularity and replay value of console and social video games .
  7. 7. Just how Popular is gaming ?
  8. 8. Consumers spent $25.1 billion on video games, hardware and accessories in 2010. Game sales in 2010, generating $5.9 billion in revenue. 72% of American households play computer or video games. 55% of gamers play games on their phones or handheld device. play games on their phones or handheld device. play games on their phones or handheld device. play games on their phones or handheld device.
  9. 9. Average game player is 37 years old and has been playing for 12 years Average age of the frequent game purchaser is 41 years old 42% of all game players are women . (In fact, women over the age of 18 represent a significantly greater portion of the game-playing population (37%) than boys age 17 or younger (13%).) In 2011, 29% of Americans over the age of 50 play video games play video games play video games play video games
  10. 10. Gamification : The process of figuring out what elements of game play keep players hooked over time and then...
  11. 11. Gamification : Apply those elements to regular tasks, scenarios, and problems – essentially turning any activity into a game .
  12. 12. Facebook is probably the most successful non-game game ever invented.
  13. 13. So how do you know that gamification works ? It is based on Science .
  14. 14. Human Needs Reward Status Achievement Self Expression Competition Altruism Reward Status Achievement Self Expression Competition Altruism Reward Status Achievement Self Expression Competition Altruism
  15. 15. Game designers call these fundamental needs and desires, game dynamics .
  16. 16. And they have known for years how to address these needs through the use of game mechanics .
  17. 17. Game Mechanics Points Levels Challenges Virtual Goods and Spaces Leaderboards Gifts and Charity Gifts and Charity Gifts and Charity Gifts and Charity Gifts and Charity Gifts and Charity Gifts and Charity
  18. 18. Game Mechanics Motivate Behaviors
  19. 19. Gamification now enables these dynamics to be applied more broadly. broadly.
  20. 20. Overall Goal: Engagement
  21. 21. Why should you Care about Gamification ?
  22. 22. Result: A powerful tool through which organizations can teach , persuade , and motivate people.
  23. 23. Examples
  24. 24. Personal Finance Mint
  25. 25. Learning Khan Academy
  26. 26. Buying Groupon
  27. 27. Business Salesforce.com
  28. 28. Fitness Nike+ FitBit
  29. 29. CrossFit Workouts Gamification tactics do not need to involve digital technology...
  30. 30. So what does the future of Gamification look like?
  31. 31. According to the statistics... Gartner, predicts that “by 2015, more than 50% of organizations that manage innovation processes will gamify those processes” By 2014, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon
  32. 32. or as envisioned by... Professor Jesse Schell
  33. 33. Wait a minute… this all seems a little fishy. this all seems a little fishy.
  34. 35. This isn’t new... many of its techniques have been in place for a long time.
  35. 36. Gamification elements are already present in everyday activities
  36. 37. For business purposes, gamification is invalid , faddish , exploitative and simplistic
  37. 38. Gamification has mistaken the addition of points for the application of genuine game mechanics
  38. 39. Misconception 1 Gamification is about badges and points. badges and points. badges and points. badges and points.
  39. 40. Misconception 2 All gamification activities have to be fun. All gamification activities have to be fun. All gamification activities have to be fun.
  40. 41. Misconception 3 Gamification activities are not appropriate in the workplace in the workplace in the workplace in the workplace in the workplace
  41. 42. So how can you bring gamification concepts for your brand ? ? ? ?
  42. 43. Is the Product Compelling ?
  43. 44. What is the Context ?
  44. 45. What is the Timeframe ?
  45. 46. How soon to Market ?
  46. 47. What does Success look like? look like?
  47. 48. In Summary
  48. 49. Questions
  49. 50. Thank you <ul><li>Jon Barlow </li></ul><ul><li>Vice President, Senior Creative Technologist </li></ul><ul><li>e. [email_address] </li></ul><ul><li>t. @jon_barlow </li></ul>
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