Gamification - are you ready to play?

GAMIFICATIONAre you ready to play? COLIN CARDWELL, CEO GAMIFICATION

GAMIFICATION

GAMIFICATIONAre you ready to play? COLIN CARDWELL, CEO GAMIFICATION

TODAY• What is gamification and how can it be used?• Why now?• How is it done?• Some of the challenges• What are the business benefits?• Gamification examples• Questions GAMIFICATION

PLAY ALONGHidden in some of the slides in this presentation is this image might be more than one per slide If you can tell me at the end exactly how many times thisimage has been shown during the presentation (including this one), you will win a prize GAMIFICATION

WHAT IS GAMIFICATION? GAMIFICATION

GAMIFICATION IS… Making non-game activities more game-like GAMIFICATION

GAMIFICATION IS…Making things more:• Fun and Playful• Rewarding and Engaging• Exciting and Challenging• Competitive and Collaborative• Social and Sharable GAMIFICATION

GAMIFICATION IS…• Motivating people to do the things you want them to do• Using the methods that game designers use• Tracking that activity• So that we can feedback and continue to motivate GAMIFICATION

CONGRATULATIONS! You’ve just won an award! You have just won the Bronze Paying Attention Trophy for paying attention during this presentation Well Done You! Keep paying attention to win the Silver Trophy GAMIFICATION

BROAD RANGE OF APPLICATIONS• Education, to motivate learners• Motivate and reward staff• Change in behaviour at a society level• Increase customer loyalty and therefore increase sales and profits GAMIFICATION

IN SMALL WAYS GAMIFICATION

IN BIG WAYS GAMIFICATION

GAMIFICATION

CHANGES IN CONSUMER BEHAVIOUR• The economy has reduced confidence• Tending to save more and spend less• Tending to buy during ‘sales’• Growth in buying online, offshore• Growth in purchase through ‘Daily Deal’ sites and services• More propensity to shop around GAMIFICATION

Ad News, April 2011 GAMIFICATION

THE BUSINESS RESPONSE• More sales to tempt the consumer• Reliance on ‘Daily Deal’ and other promotionsWhich has:• Increased customer acquisition costs• Increased customer retention costs• Reduced profit margins GAMIFICATION

MEANWHILE… …there has been revolution in the games industry GAMIFICATION

Before the revolution we knew where we stood… Gamers were young adult males who were anti-social, ate Pizza, drank Coke by the BIG bottle and had no life. Or maybe… GAMIFICATION

Kids! And then this happened… GAMIFICATION

GAMIFICATION

WHY DOES EVERYONE PLAY?• Play is part of our make up as human beings• People were playing long before computers were invented• Computer games have been around so long that most have grown up with themWe dont stop playing because we grow old; we grow oldbecause we stop playing. George Bernard Shaw GAMIFICATION

SOME NUMBERS• Over 300 new games are uploaded to iTunes every day• Around half of all apps downloaded are games• 20 million Facebook Apps are installed by users every day, more than half of those are games• More than half of Facebook active users play Facebook games at least once per week• There are over 250 million people playing Zynga games each month GAMIFICATION

WHY MIGHT GAMIFICATION WORK?• Play is for everyone, not just for kids and young adult males• In most situations, fun is better than not fun• The value in a reward can be much greater than the value of the reward itself• People are social and what their friends/family think matters to them• Often enough, the difference between choosing one action/product over another can be tiny GAMIFICATION

GAMIFICATION

THE PEOPLE ARE ASKINGWhen it comes to all the boring things in the world (and formany, buying things is one of them), the people areasking…Why can’t this be fun? GAMIFICATION

HOW IS IT DONE? GAMIFICATION

THE SECRET GAME DESIGNERSTOOLBOX GAMIFICATION

THE TOOLS• Points • Levels and Progression• Leader boards • Badges and Trophies• Virtual Currency • Social Media Integration• Virtual Items • Fun• Virtual Economies GAMIFICATION

Points Feedback is important GAMIFICATION

Leader boards How do we compare to others? GAMIFICATION

Virtual Currency Making points worth something GAMIFICATION

Virtual Shops & Items Adding value to the currency GAMIFICATION

YOUR VIRTUAL CURRENCY Must be of value to the players. They have to want it. GAMIFICATION

PAYING FOR ACTIONS WITH A VCTypical Actions PAY THEMSign up to a newsletter V$20Visit a website V$50Watch a video V$100Take a survey V$250Tell a friend about a product V$500Tweet/post to Facebook about a product V$750Visit a Store V$1000Sample the product (test drive) V$5000Purchase a product V$20000Purchase lots of products V$ No Limit GAMIFICATION

FLEXIBILITY OF A VCTypical Actions PAY THEMSign up to a newsletter V$100Visit a website V$50Watch a video V$100Take a survey V$250Tell a friend about a product V$500Tweet/post to Facebook about a product V$750Visit a Store V$1000Sample the product (test drive) V$5000Purchase a product V$20000Purchase lots of products V$ No Limit GAMIFICATION

Levels and Progression The sense of purpose GAMIFICATION

Awards and Trophies Goals and Objectives GAMIFICATION

Social Media Integration Spreading the word GAMIFICATION

FUN CHALLENGING FUN EASY FUN Objectives, Rewards, Surprise, Adventure, Accomplishment, Frustration, Discovery, Mystery, Addiction, Focus Imagination, Curiosity Goals, Strategy, Obstacles, Levels Content, Experiences, Exploration 4 TYPES OF FUN PEOPLE FUN CREATIVE FUN Generosity, Co-operation, Niche Creativity, Expression, Interests, Networking Individuality, Personalisation Collaboration, Competition, Avatars, Customisation, Choice Community GAMIFICATION

GAMIFICATION

CONGRATULATIONS AGAIN! You’ve just won a better award! You have won the Silver Paying Attention Trophy for continuing to pay attention during this presentation Well Done You! Who wants to win the GOLD trophy? GAMIFICATION

WHAT ARE THECHALLENGES? GAMIFICATION

SOME OF THE CHALLENGES• Game design and build is more art than science. And so Gamification programmes need to be crafted.• Game Developers Vs Consultants – who can actually do this for you?• Tendency to start too big or just struggle with where to start• It takes a bit of a leap of faith GAMIFICATION

WHAT ARE BUSINESS BENEFITS? GAMIFICATION

THE BENEFITS• More engagement in brand• Better feelings towards the brand• Increased loyalty• Lower propensity to shop aroundBut what is the biggest business benefit of a traditionalloyalty programme?• Data. Behavioural data. GAMIFICATION

BEHAVIOURAL DATA Pre-Sales Behaviour Post Sales Behaviour (data) (data) GAMIFICATION

IMAGINE…being able to track all of thebehaviours and activities that lead toa saleDo I get points for trying this on?Yes you do, because then we’ll startto understand how many timespeople try on before they buy. GAMIFICATION

AND FINALLY…• It is far less expensive to implement than a traditional loyalty programme• And far less expensive to run (no toasters)And that opens it up to organisations thatcouldn’t previously consider a traditionalloyalty programme, like:• TV Shows and Channels• Charities• Low margin businesses GAMIFICATION

SOME EXAMPLES? GAMIFICATION

ABC READING EGGS GAMIFICATION

ABC READING EGGS• Targetting 3-6 year olds• Over 2000 reading based activities which progressively unlock• Kids earn Golden Eggs every time they complete one. Other rewards too.• Kids spend them on their house, their avatar and to play games (over 30 games to choose from)• Progress reports for teachers and parents GAMIFICATION

RSPCA RESCUE SHELTER GAMIFICATION

RSPCA RESCUE SHELTER• Rich Social game on Facebook• Players build and grow their own Rescue Shelter• Equip it and customise it from a range of virtual shops• Employ staff, build buildings and landscape• Top up their currency by making real donations• Vouchers are used to drive other actions. GAMIFICATION

CONGRATULATIONS! You’ve just won the biggest award! You have won the Gold Paying Attention Trophy for continuing to pay attention during this presentation BIG Well Done You! GAMIFICATION

QUESTIONS?Thank you GAMIFICATION

THE CORRECT ANSWER IS… 20 GAMIFICATION

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Gamification - are you ready to play? Presentation Transcript