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 busin...
PLAY ALONGHidden in some of the slides in this presentation                is this image                might be more than...
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 Co...
GAMIFICATION IS…• Motivating people to do the things you want them to do• Using the methods that game designers use• Track...
CONGRATULATIONS!          You’ve just won an award!    You have just won the Bronze Paying Attention Trophy for           ...
BROAD RANGE OF APPLICATIONS• Education, to motivate learners• Motivate and reward staff• Change in behaviour at a society ...
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 d...
Ad News, April 2011          GAMIFICATION
THE BUSINESS RESPONSE• More sales to tempt the consumer• Reliance on ‘Daily Deal’ and other promotionsWhich has:• Increase...
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 ...
Kids!        And then this happened…                         GAMIFICATION
GAMIFICATION
GAMIFICATION
WHY DOES EVERYONE PLAY?• Play is part of our make up as human beings• People were playing long before computers were inven...
SOME NUMBERS• Over 300 new games are uploaded to iTunes every day• Around half of all apps downloaded are games• 20 millio...
WHY MIGHT GAMIFICATION WORK?• Play is for everyone, not just for kids and young adult  males• In most situations, fun is b...
GAMIFICATION
THE PEOPLE ARE ASKINGWhen it comes to all the boring things in the world (and formany, buying things is one of them), the ...
HOW IS IT DONE?                  GAMIFICATION
THE SECRET GAME DESIGNERSTOOLBOX                            GAMIFICATION
THE TOOLS•   Points              •   Levels and Progression•   Leader boards       •   Badges and Trophies•   Virtual Curr...
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...
FLEXIBILITY OF A VCTypical Actions                          PAY THEMSign up to a newsletter                    V$100Visit ...
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...
GAMIFICATION
CONGRATULATIONS AGAIN!     You’ve just won a better award!     You have won the Silver Paying Attention Trophy for     con...
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...
WHAT ARE BUSINESS BENEFITS?                      GAMIFICATION
THE BENEFITS• More engagement in brand• Better feelings towards the brand• Increased loyalty• Lower propensity to shop aro...
BEHAVIOURAL DATA   Pre-Sales   Behaviour       Post Sales                   Behaviour                     (data)     (data...
IMAGINE…being able to track all of thebehaviours and activities that lead toa saleDo I get points for trying this on?Yes y...
AND FINALLY…• It is far less expensive to implement than a  traditional loyalty programme• And far less expensive to run (...
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 Gol...
RSPCA RESCUE SHELTER                       GAMIFICATION
RSPCA RESCUE SHELTER• Rich Social game on Facebook• Players build and grow their own  Rescue Shelter• Equip it and customi...
CONGRATULATIONS!   You’ve just won the biggest award!     You have won the Gold Paying Attention Trophy for    continuing ...
QUESTIONS?Thank you             GAMIFICATION
THE CORRECT ANSWER IS…        20               GAMIFICATION
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Gamification - are you ready to play?

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This is a presentation that COLIN CARDWELL, our CEO, gave at AD:TECH Sydney on 15th

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Gamification - are you ready to play?

  1. 1. GAMIFICATIONAre you ready to play? COLIN CARDWELL, CEO GAMIFICATION
  2. 2. GAMIFICATION
  3. 3. GAMIFICATIONAre you ready to play? COLIN CARDWELL, CEO GAMIFICATION
  4. 4. 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
  5. 5. 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
  6. 6. WHAT IS GAMIFICATION? GAMIFICATION
  7. 7. GAMIFICATION IS… Making non-game activities more game-like GAMIFICATION
  8. 8. GAMIFICATION IS…Making things more:• Fun and Playful• Rewarding and Engaging• Exciting and Challenging• Competitive and Collaborative• Social and Sharable GAMIFICATION
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. IN SMALL WAYS GAMIFICATION
  13. 13. IN BIG WAYS GAMIFICATION
  14. 14. GAMIFICATION
  15. 15. 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
  16. 16. Ad News, April 2011 GAMIFICATION
  17. 17. 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
  18. 18. MEANWHILE… …there has been revolution in the games industry GAMIFICATION
  19. 19. 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
  20. 20. Kids! And then this happened… GAMIFICATION
  21. 21. GAMIFICATION
  22. 22. GAMIFICATION
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. GAMIFICATION
  27. 27. 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
  28. 28. HOW IS IT DONE? GAMIFICATION
  29. 29. THE SECRET GAME DESIGNERSTOOLBOX GAMIFICATION
  30. 30. THE TOOLS• Points • Levels and Progression• Leader boards • Badges and Trophies• Virtual Currency • Social Media Integration• Virtual Items • Fun• Virtual Economies GAMIFICATION
  31. 31. Points Feedback is important GAMIFICATION
  32. 32. Leader boards How do we compare to others? GAMIFICATION
  33. 33. Virtual Currency Making points worth something GAMIFICATION
  34. 34. Virtual Shops & Items Adding value to the currency GAMIFICATION
  35. 35. YOUR VIRTUAL CURRENCY Must be of value to the players. They have to want it. GAMIFICATION
  36. 36. 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
  37. 37. 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
  38. 38. Levels and Progression The sense of purpose GAMIFICATION
  39. 39. Awards and Trophies Goals and Objectives GAMIFICATION
  40. 40. Social Media Integration Spreading the word GAMIFICATION
  41. 41. 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
  42. 42. GAMIFICATION
  43. 43. 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
  44. 44. WHAT ARE THECHALLENGES? GAMIFICATION
  45. 45. 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
  46. 46. WHAT ARE BUSINESS BENEFITS? GAMIFICATION
  47. 47. 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
  48. 48. BEHAVIOURAL DATA Pre-Sales Behaviour Post Sales Behaviour (data) (data) GAMIFICATION
  49. 49. 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
  50. 50. 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
  51. 51. SOME EXAMPLES? GAMIFICATION
  52. 52. ABC READING EGGS GAMIFICATION
  53. 53. 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
  54. 54. RSPCA RESCUE SHELTER GAMIFICATION
  55. 55. 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
  56. 56. 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
  57. 57. QUESTIONS?Thank you GAMIFICATION
  58. 58. THE CORRECT ANSWER IS… 20 GAMIFICATION
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