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Gamification by Tsveta Kaleynska
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Gamification by Tsveta Kaleynska

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    Gamification by Tsveta Kaleynska Gamification by Tsveta Kaleynska Presentation Transcript

    • TSVETAKALEYNSKA GAMIFICATION By Tsveta M.Kaleynska
    • AGENDA• Definition of Gamification• Why Gamify?• Countries that like to Game It Up• Benefits to Marketers• Successful Examples• Who is Gamifying?• What to Know About Customers Before Gamifying• Future of Gamification• Conclusion• Q&A By Tsveta M.Kaleynska
    • GAMIFICATION IS…AN ADDICTIVE LOYALTY PROGRAM By Tsveta M.Kaleynska
    • USING GAME TECHNIQUES TO SELL PRODUCTS & SERVICES By Tsveta M.Kaleynska
    • USING LEVELS, REWARDS, AND UNLOCKS TO DRIVE CERTAIN HUMAN BEHAVIOR By Tsveta M.Kaleynska
    • TURNING REAL-WORLD ACTIVITIES INTO GAMES By Tsveta M.Kaleynska
    • GAMIFICATION DEFINITION Or else said: Game Thinking+ Game Mechanics Engage Users Make $ By Tsveta M.Kaleynska
    • GAMIFICATION: Why Gamify?• People at all ages are prone to gamifying because of a physical and psychological need to do so• Gamification subconsciously reinforces a positive brand-consumer identity• Increase customer engagement• Increase customer loyalty• Influence customer’s decisions towards making a purchase• Could generate more accurate detailed statistical data on consumers By Tsveta M.Kaleynska
    • GAMIFICATION: Why Gamify?• Searches for ‘gamification’ have increased 250% since the beginning of 2011• Market size $242 million Source: Google Trends By Tsveta M.Kaleynska
    • GAMIFICATION: Countries that like to Game It Up 1. United States 2. Australia 3. Canada 4. India 5. United Kingdom 6. France 7. Germany 8. Italy 9. Spain 10. Japan Source: Google Trends By Tsveta M.Kaleynska
    • GAMIFICATION: Benefits to MarketersGamification creates new advertising opportunities. It does so by providing a platform forlegitimate interruptive messaging and users are happy to be surprised with rewards. Threeways in which advertisers can profit are: By Tsveta M.Kaleynska
    • GAMIFICATION Vendor Survey 2011: Vertical Market Segments Source: Gartner By Tsveta M.Kaleynska
    • GAMIFICATION Vendor Survey 2011: Client ImplementationIn terms of client implementation, 47% of all companies are looking toincrease user engagement. Engagement weighs-in significantly more thanbrand loyalty or brand awareness as motivating factors for implementation. Source: Gartner By Tsveta M.Kaleynska
    • GAMIFICATION ENGAGEMENT METRICS• Unique visitors• Page views per visitor• Time spent on site• Total time spent per user• Frequency of visits• Depth of visit• Participation Conversions By Tsveta M.Kaleynska
    • GAMIFICATION: Successful ExamplesCollecting Badges in Foursquare(Game Mechanic: Collection, Achievement)• Foursquare is both a way to collect and record locations that you’ve visited, but has layered on mayorship and badge collection.• Why is Foursquare successful? o Core activity has the intrinsic motivation of fun o Progress mechanics light the way o Social actions are aligned with the social needs of the users• Market objectives of this gamification practice: o Augmentation of the number of possible advertisers by diversification of user consumption o Cost-free user-to-user promotion By Tsveta M.Kaleynska
    • GAMIFICATION: Successful ExamplesLinkedIn Game Mechanics: Progress Bar• The profile completeness bar on LinkedIn can be seen as an example of game mechanics. Completing a task, such as profile completeness, is an extrinsic motivator.• Market objectives of this gamification practice: o Assure detailed user information for targeting purposes By Tsveta M.Kaleynska
    • GAMIFICATION: Successful ExamplesUnited Airlines Game Mechanics: Frequent Flyer Miles• Accumulating Frequent Flyer Miles with United Airlines is an example of real life gamification method. Acquired miles can be redeemed for free air travel, for other goods or services, or for increased benefits, such as: travel class upgrades, airport lounge access, or priority bookings.• Market objectives of this gamification practice: o Value added to the service o Stimulation of recurring purchases o Ease of new product/services introduction By Tsveta M.Kaleynska
    • GAMIFICATION: Who is Gamifying? And many more… By Tsveta M.Kaleynska
    • GAMIFICATION: What to Know About Customers Before Gamifying What are their needs and goals? Why are they playing? What’s holding them back from achieving their potential?Is it lack of volition (belief that completing the task at hand is valuable) or lack of faculty (ability to complete the task) What is their primary playing style? (solo, competitive, cooperative) Who are they playing with? What social actions do they find enjoyable, and why? What metrics do they care about? By Tsveta M.Kaleynska
    • GAMIFICATION: Future Source: Gartner• By 2016 more than 50% of organizations that manage innovation will "gamify" those processes and that will be worth at $2.8 billion.• By the same year, more than 70% of Global 2000 organizations will have at least one gamified application. By Tsveta M.Kaleynska
    • GAMIFICATION: ConclusionGamification is a powerful tool to boost business results – either byincorporating it in a company’s marketing and/or product, or by using itto motivate your staff. The quality of execution determines the success!
    • Questions & Answers
    • REFERENCES• http://en.wikipedia.org/wiki/Gamification• http://gamification.org/• http://www.gamification.co/• http://www.codinghorror.com/blog/2011/10/the-gamification.html• http://gamification.org/wiki/Gamification_Benefits• http://gamingbusinessreview.com/wp- content/uploads/2012/05/Gamification-in-2012-M2R3.pdf• http://webdesign.tutsplus.com/articles/general/the-benefits-and-pitfalls- of-gamification/• http://gamify.com/business• http://venturebeat.com/2011/01/21/gamification-is-the-new-black- reaching-beyond-loyalty-programs-to-engagement/• http://www.informationweek.com/thebrainyard/slideshows/view/23290148 9/7-examples-put-gamification-to-work• http://www.forbes.com/sites/gyro/2012/07/16/gamification-comes-of-age/• http://blog.kissmetrics.com/gamification-for-better-results/
    • THANK YOU!