Gamification of College
Web Marketing
Bryan Fendley
Related Article for This Workshop
Gamification for #highered: fad or future?
GAMES AND SOCIETY
Games are pervasive technology
Something New?
• Gaming culture has been considered a part of
life as early as 5000 years ago.
Voorhies, B. (2012). Games ...
Generation “G”
“Games are the norm for people born after
1971”.
“Gamification is as important as social and
mobile”
http:/...
Photo used under Creative Commons from:
http://www.flickr.com/photos/seandreilinger/
STATS
The numbers don’t lie
Photo used under Creative Commons from:
http://www.flickr.com/photos/sapromo/
Game Stats
• 97% youth play games
• 40% gamers are women
• Average game player is 35 years old and has
been playing for 12...
Gamification vs Video Games
Photo used under Creative Commons from:
http://www.flickr.com/photos/curiousexpeditions/
Photo...
What is gamification?
The application of game mechanics to
non - game things.
Hallmarks
of
Gamification
• Badges
• On boarding
• Challenges and quests
• Social engagement
Game Mechanics defined by Gab...
THE BIG THREE
Photo used under Creative Commons from:
http://www.flickr.com/photos/lesterpubliclibrary/
Photo used under Creative Commons from:
http://www.flickr.com/photos/cliph/
Photo used under Creative Commons from:
http://www.flickr.com/photos/camknows/
OTHER GAMIFICATION MECHANICS
Points
Leader boards
Incentives
Check ins
Recognition
Countdowns
Discovery
Bonuses
Loss Avers...
WORDS ASSOCIATED WITH GAMIFIED
MARKETING
1. Time spent with brand
2. Word of mouth
3. Persuasion
4. Content creation
5. Lo...
20
BARTLE’S PLAYER TYPES
– Achievers
– Explorers
– Socializers
– Killers
Boss battles
Progression loop
Flow
challenge
skill From Flow: The Psychology of Optimal Experience
Mihaly Csikszentmihalyi
Conditions of flow
• Clear goals
• Immediate feedback
• Skills match challenge
• Deep concentration
• Problems forgotten
G...
FOG MODEL
Triggers are easy.
Motivation can be over emphasized.
Ability is the low hanging fruit, make it easy for
users t...
COMPETITION
According to psychologist John Houston
competition isn’t always best. Catering to
competitive people will alie...
LEGAL CONSIDERATIONS
• Unfair or deceptive marketing practices
• FTC guidelines on endorsements
• Location based services
...
Companies
Badgeville
Bigdoor
Bunchball
SCVNGR
Punchtab
Leaderboarded
TeamPlay
CrowdTwist
UserInfuser (open source)
Mozilla...
Plugins
Wordpress
Captain Up
Kazooky Loyalty
WordPress Quest
Joomla
Facebook Media Voting Application
ITPrism/Gamification...
REAL WORLD EXAMPLES
• Nike Plus
• LinkedIn
• Frequent Flyer Miles
COLLEGE EXAMPLES
Southern California’s “Reality”
Brigham Young University
Penn State Alumni Challenge
Penn State Alumni Challenge
GAMIFICATION ROADMAP
Who is your audience?
What’s your marketing objective?
What behaviors do you want to influence?
What’...
Thank You!
Bryan Fendley
Director of Academic Computing
University of Arkansas at Monticello
fendley@uamont.edu
Blog: http...
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Gamification of Higher Ed Web Marketing

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  1. 1. Gamification of College Web Marketing Bryan Fendley
  2. 2. Related Article for This Workshop Gamification for #highered: fad or future?
  3. 3. GAMES AND SOCIETY Games are pervasive technology
  4. 4. Something New? • Gaming culture has been considered a part of life as early as 5000 years ago. Voorhies, B. (2012). Games ancient people played. Archaeology, 65(3), 48-51.
  5. 5. Generation “G” “Games are the norm for people born after 1971”. “Gamification is as important as social and mobile” http://en.wikipedia.org/wiki/Bing_Gordon
  6. 6. Photo used under Creative Commons from: http://www.flickr.com/photos/seandreilinger/
  7. 7. STATS The numbers don’t lie
  8. 8. Photo used under Creative Commons from: http://www.flickr.com/photos/sapromo/
  9. 9. Game Stats • 97% youth play games • 40% gamers are women • Average game player is 35 years old and has been playing for 12 years Entertainment Software Association’s annual study of game players http://www.theesa.com/facts/gameplayer.asp
  10. 10. Gamification vs Video Games Photo used under Creative Commons from: http://www.flickr.com/photos/curiousexpeditions/ Photo used under Creative Commons from: http://www.flickr.com/photos/dcmetroblogger/
  11. 11. What is gamification? The application of game mechanics to non - game things.
  12. 12. Hallmarks of Gamification • Badges • On boarding • Challenges and quests • Social engagement Game Mechanics defined by Gabe Zichermann in his book “Gamification by Design”
  13. 13. THE BIG THREE
  14. 14. Photo used under Creative Commons from: http://www.flickr.com/photos/lesterpubliclibrary/
  15. 15. Photo used under Creative Commons from: http://www.flickr.com/photos/cliph/
  16. 16. Photo used under Creative Commons from: http://www.flickr.com/photos/camknows/
  17. 17. OTHER GAMIFICATION MECHANICS Points Leader boards Incentives Check ins Recognition Countdowns Discovery Bonuses Loss Aversion Leveling up Timers On boarding
  18. 18. WORDS ASSOCIATED WITH GAMIFIED MARKETING 1. Time spent with brand 2. Word of mouth 3. Persuasion 4. Content creation 5. Loyalty 6. Interaction 7. Involvement 8. Influence 9. Engagement 10. Social
  19. 19. 20 BARTLE’S PLAYER TYPES – Achievers – Explorers – Socializers – Killers
  20. 20. Boss battles Progression loop
  21. 21. Flow challenge skill From Flow: The Psychology of Optimal Experience Mihaly Csikszentmihalyi
  22. 22. Conditions of flow • Clear goals • Immediate feedback • Skills match challenge • Deep concentration • Problems forgotten Gregory, E. (2008). Understanding Video Gaming’s Engagement: Flow and Its Application to Interactive Media. Media Psychology Review. Vol. 1(1) • Control is possible • Self-Consciousness disappears • Altered time • Intrinsically rewarding
  23. 23. FOG MODEL Triggers are easy. Motivation can be over emphasized. Ability is the low hanging fruit, make it easy for users to respond. Fogg, B. J. Persuasive technology, using computers to change what we think and do. San Francisco: Morgan Kaufmann, 2003. Print.
  24. 24. COMPETITION According to psychologist John Houston competition isn’t always best. Catering to competitive people will alienate the cooperative people. Duggan, Kris, and Kate Shoup. Business gamification for dummies. Hoboken, N.J.: Wiley ;, 2013. Print.
  25. 25. LEGAL CONSIDERATIONS • Unfair or deceptive marketing practices • FTC guidelines on endorsements • Location based services • Gambling and legal status of virtual goods • COPPA • Spamming McHale Robert Navigating Social Media Legal Risks, Que publishing, 2012.
  26. 26. Companies Badgeville Bigdoor Bunchball SCVNGR Punchtab Leaderboarded TeamPlay CrowdTwist UserInfuser (open source) Mozilla Open Badges (open source) Open Leaderboard (open source)
  27. 27. Plugins Wordpress Captain Up Kazooky Loyalty WordPress Quest Joomla Facebook Media Voting Application ITPrism/GamificationPlatform
  28. 28. REAL WORLD EXAMPLES • Nike Plus • LinkedIn • Frequent Flyer Miles
  29. 29. COLLEGE EXAMPLES
  30. 30. Southern California’s “Reality”
  31. 31. Brigham Young University
  32. 32. Penn State Alumni Challenge
  33. 33. Penn State Alumni Challenge
  34. 34. GAMIFICATION ROADMAP Who is your audience? What’s your marketing objective? What behaviors do you want to influence? What’s the games objective? What game mechanics will you use to influence behavior? How will you reward players who exhibit desired behaviors? What scoring mechanism will you use in order to determine rewards? What are the rules of the game? Do you need a Terms of Service Agreement?
  35. 35. Thank You! Bryan Fendley Director of Academic Computing University of Arkansas at Monticello fendley@uamont.edu Blog: http://gamedlearning.com Twitter: @gamedlearning

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