Your SlideShare is downloading. ×
The Loyalty Game
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Loyalty Game

4,188
views

Published on

How Gamification is Transforming Customer Loyalty

How Gamification is Transforming Customer Loyalty


1 Comment
2 Likes
Statistics
Notes
No Downloads
Views
Total Views
4,188
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
119
Comments
1
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Loyalty Game
    How gamification is transforming customer loyalty
    Presented by Colin Cardwell
  • 2. WELCOME
    Who are we?
    What is Gamification?
    Why now?
    The game designers toolkit
    Gamification in action
    Q&A
    Your next steps
  • 3. Who are we?
  • 4. WHO ARE WE?
    Established in 2002
    We are a team of 20 technology creatives working out of our North Sydney studio
    We are creators of Apps with over 200 projects under our belt.
    We work on web, mobile, desktop and social platforms
  • 5. HOUSE PROJECTS
    We are the publisher of Fizzy.comwhich has over 750,000 members
    We are the publisher of games like Swords and Sandals. Our games are played more than 20 million times every month
  • 6. CUT-THROUGH CONNECTION ACTION
    There are over 1000 Apps published every day - how do you get noticed above the noise and CUT-THROUGH?
    There are now HUNDREDS of technology platforms to choose from – how do you choose the right technologies to make your CONNECTION?
    Your Apps have to work for your business, get a return - how do you drive your customers to ACTION?
  • 7. WHAT WE DO
    We use Intelligence, Technology and Creativity to develop Apps which CUT-THROUGH the noise, CONNECTwith your customers and drive the ACTIONS you want
  • 8. WHO WE WORK WITH
  • 9. Take a look at our Showreel on YouTube
  • 10. What is Gamification?
  • 11. Gamification is…
    …when game design and development mechanics and methodologies are used to encourage changes in behaviour or to motivate people to complete specific actions
  • 12. Or Gamification is…
    Making non-game activities
    more game-like
  • 13. Why do we
    need it?
  • 14.
  • 15. 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
  • 16. Why now?
  • 17. CHANGES IN CONSUMER BEHAVIOUR
    Economy is reducing 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
  • 18. Ad News, April 2011
  • 19. THE BUSINESS RESPONSE
    More sales to tempt the consumer
    Reliance on ‘Daily Deal’ type promotions
    Increased customer acquisition costs
    Increased customer retention costs
    Reduction in profit margins
  • 20.
  • 21. Meanwhile…
    …there has been revolution in the games industry
  • 22. 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…
  • 23. Kids!
    And then this happened…
  • 24.
  • 25. NOW
    EVERYBODY
    IS
    PLAYING
  • 26. SOME NUMBERS
    Over 300 new games are uploaded to iTunes every day
    20 million Facebook Apps are installed by users every day, games are by far the most popular
    More than half of Facebook active users play Facebook games at least once per week
    An average Facebook user creates 90 pieces of content each month
    There are over 250 million people playing Zynga games each month
    Zynga has been valued at as much $10 billion, around twice as much as Electronic Arts, previously the biggest games company in the world.
  • 27. 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
  • 28. The Game Designers Tool Box
  • 29. THE TOOLS
    Points
    Leader boards
    Cash (VC)
    Things to buy (VI)
    Economies (VE)
    Levels and Progression
    Badges and Trophies
    Social Media Integration
    Fun
    Process
    Version 2
  • 30. Points
  • 31. If you stop here then it’s just POINTIFICATION
  • 32. Leader boards
  • 33. Virtual Cash
  • 34. Virtual Shops
  • 35. VIRTUAL ECONOMY
    Points become Currency
    They have more value because they can be traded and spent
    Virtual Items are far less expensive than real items, but can still motivate
    Virtual Items can be active as well as passive
  • 36. Paying for actions with a VC
  • 37. FLEXIBILITY OF A VC
  • 38. LEVELS AND PROGRESSION
    Can be about the game
    Or about the player
    Defines the players journey
    Typically, players enjoy increasingly challenging levels
    But it is much more complex than that
    For a medium to large game, more time is spent on balancing level progression than anything else
    There are 133 books on Amazon on the subject of game level design
  • 39.
  • 40. GAMIFICATION LEVELS
    Should reflect the journey you want your customers to take
    Progression should be achievable, especially in the early levels, this is not a battle!
    Can be complex if well explained, multiple journeys
    Should accommodate the breadth of your customer base
    Should be never ending!
  • 41. BADGES AND TROPHIES
    Makes a game ‘Juicy’
    Plenty of Positive Feedback,‘Hey you’re good!’
    Can drive specific behaviours
    Increases a players status
    Something to share
  • 42. CONGRATULATIONS!
    You’ve just won an award!
    You have just won the BronzePaying Attention Trophy for
    paying attention during this presentation
    Well Done You!
    Keep paying attention to win the Silver Trophy
  • 43. THE VALUE IN VIRTUAL AWARDS
  • 44. CONSTANT NEAR GOAL COMPLETION
    When a player completes the first goal from set A, they have almost completed the first goal from set B and so on
    UNLOCK BONUS ITEMS
    Goal Set A
    (tiny goals)
    Goal Set B
    (small goals)
    Goal Set C
    (med goals)
    Goal Set D
    (big goals)
    UNLOCK NEW AREAS
    TROPHIES
    LEVEL ADVANCEMENT
  • 45. FOURSQUARE BADGE EXAMPLE
  • 46. SOCIAL MEDIA INTEGRATION
    Sharing
    Invites
    Social Graph
    Gifting
  • 47. GOOD FOR THE GAME
    Promotes the game
    Increases playing time
    Keep players coming back
    Drives sales of Virtual Currency
    Enriches gameplay
  • 48. GOOD FOR THE PLAYER
    Increase player status
    Social currency – people talk about games these days
    Deeper Engagement
    Competition
    Collaboration
  • 49. GAMIFICATION ANGLE
    Promotes the BRAND
    Increases BRAND ENGAGEMENT time
    Keep CUSTOMERS coming back
    Drives sales
    Enriches the BRAND
    And can automate social media relationships for the BRAND
  • 50. FUN
  • 51.
  • 52. GAME DEVELOPMENT PROCESS
    Plan
    Design
    Document
    Prototype
    Develop
    Test
    Review
    Test
    Review
    Test
  • 53. GAMIFICATION DEVELOPMENT PROCESS
    Plan
    Design
    Document
    Prototype
    Develop
    Test
    Review
    Test
    Review
    Test
  • 54. VERSION 2 AND 3 AND MORE
    Games have a life
    You need to plan for version 2 early
    Integrate player feedback
    In itself a marketing opportunity
    Version 2 should cost less than version 1
    Increase the life of the franchise
  • 55. THE TOOLS
    Points
    Leader boards
    Cash (VC)
    Things to buy (VI)
    Economies (VE)
    Levels and Progression
    Badges and Trophies
    Social Media Integration
    Fun
    Process
    Version 2
  • 56. Gamification in Action
  • 57. LINKED IN
  • 58. FOURSQUARE
  • 59. MINT
  • 60. STARBUCKS
  • 61. PERISHER MYRIDE
  • 62. Nike +
  • 63. ABC READING EGGS
  • 64. RSPCA
  • 65. CENTURY 21
  • 66. Q & A
  • 67. YOUR NEXT STEPS
    NEW
    PRODUCT
    Plan
    Design
    Document
    Prototype
    Develop
    Test
    Review
    Test
    Review
    Test
  • 68. GAMIFICATION STRATEGY PLAN
    Business Analysis
    Gamification System Design
    Integration Plan
    Marketing Strategy
    Phased Roll-Out Plan
    Fee: $10k
  • 69. The End

×