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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. …

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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  • 1. Gamification For Your Brand
    • The Promises and the Pitfalls
  • 2. So, why am I talking about Gamification ? and more importantly, why should you care ? ? ? ? ?
  • 3. So what is Gamification ?
  • 4. What it is not... Video Games
  • 5. Gamification : The process of using game thinking and game mechanics to solve problems and engage users.
  • 6. Gamification : Is a recent trend that stems from the popularity and replay value of console and social video games .
  • 7. Just how Popular is gaming ?
  • 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. 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. Gamification : The process of figuring out what elements of game play keep players hooked over time and then...
  • 11. Gamification : Apply those elements to regular tasks, scenarios, and problems – essentially turning any activity into a game .
  • 12. Facebook is probably the most successful non-game game ever invented.
  • 13. So how do you know that gamification works ? It is based on Science .
  • 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. Game designers call these fundamental needs and desires, game dynamics .
  • 16. And they have known for years how to address these needs through the use of game mechanics .
  • 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. Game Mechanics Motivate Behaviors
  • 19. Gamification now enables these dynamics to be applied more broadly. broadly.
  • 20. Overall Goal: Engagement
  • 21. Why should you Care about Gamification ?
  • 22. Result: A powerful tool through which organizations can teach , persuade , and motivate people.
  • 23. Examples
  • 24. Personal Finance Mint
  • 25. Learning Khan Academy
  • 26. Buying Groupon
  • 27. Business Salesforce.com
  • 28. Fitness Nike+ FitBit
  • 29. CrossFit Workouts Gamification tactics do not need to involve digital technology...
  • 30. So what does the future of Gamification look like?
  • 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. or as envisioned by... Professor Jesse Schell
  • 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.
  • 36. Gamification elements are already present in everyday activities
  • 37. For business purposes, gamification is invalid , faddish , exploitative and simplistic
  • 38. Gamification has mistaken the addition of points for the application of genuine game mechanics
  • 39. Misconception 1 Gamification is about badges and points. badges and points. badges and points. badges and points.
  • 40. Misconception 2 All gamification activities have to be fun. All gamification activities have to be fun. All gamification activities have to be fun.
  • 41. Misconception 3 Gamification activities are not appropriate in the workplace in the workplace in the workplace in the workplace in the workplace
  • 42. So how can you bring gamification concepts for your brand ? ? ? ?
  • 43. Is the Product Compelling ?
  • 44. What is the Context ?
  • 45. What is the Timeframe ?
  • 46. How soon to Market ?
  • 47. What does Success look like? look like?
  • 48. In Summary
  • 49. Questions
  • 50. Thank you
    • Jon Barlow
    • Vice President, Senior Creative Technologist
    • e. [email_address]
    • t. @jon_barlow