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The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
The Loyalty Game
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The Loyalty Game

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How Gamification is Transforming Customer Loyalty

How Gamification is Transforming Customer Loyalty

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  • 1. The Loyalty Game<br />How gamification is transforming customer loyalty<br />Presented by Colin Cardwell<br />
  • 2. WELCOME<br />Who are we? <br />What is Gamification?<br />Why now?<br />The game designers toolkit<br />Gamification in action<br />Q&A<br />Your next steps<br />
  • 3. Who are we?<br />
  • 4. WHO ARE WE?<br />Established in 2002<br />We are a team of 20 technology creatives working out of our North Sydney studio<br />We are creators of Apps with over 200 projects under our belt.<br />We work on web, mobile, desktop and social platforms<br />
  • 5. HOUSE PROJECTS<br />We are the publisher of Fizzy.comwhich has over 750,000 members<br />We are the publisher of games like Swords and Sandals. Our games are played more than 20 million times every month<br />
  • 6. CUT-THROUGH CONNECTION ACTION<br />There are over 1000 Apps published every day - how do you get noticed above the noise and CUT-THROUGH?<br />There are now HUNDREDS of technology platforms to choose from – how do you choose the right technologies to make your CONNECTION?<br />Your Apps have to work for your business, get a return - how do you drive your customers to ACTION?<br />
  • 7. WHAT WE DO<br />We use Intelligence, Technology and Creativity to develop Apps which CUT-THROUGH the noise, CONNECTwith your customers and drive the ACTIONS you want<br />
  • 8. WHO WE WORK WITH<br />
  • 9. Take a look at our Showreel on YouTube<br />
  • 10. What is Gamification?<br />
  • 11. Gamification is…<br />…when game design and development mechanics and methodologies are used to encourage changes in behaviour or to motivate people to complete specific actions <br />
  • 12. Or Gamification is…<br />Making non-game activities<br />more game-like<br />
  • 13. Why do we<br />need it?<br />
  • 14.
  • 15. BROAD RANGE OF APPLICATIONS<br />Education, to motivate learners<br />Motivate and reward staff<br />Change in behaviour at a society level<br />Increase customer loyalty and therefore increase sales and profits<br />
  • 16. Why now?<br />
  • 17. CHANGES IN CONSUMER BEHAVIOUR<br />Economy is reducing confidence<br />Tending to save more and spend less<br />Tending to buy during ‘sales’<br />Growth in buying online, offshore<br />Growth in purchase through ‘Daily Deal’ sites and services<br />More propensity to shop around<br />
  • 18. Ad News, April 2011<br />
  • 19. THE BUSINESS RESPONSE<br />More sales to tempt the consumer<br />Reliance on ‘Daily Deal’ type promotions<br />Increased customer acquisition costs<br />Increased customer retention costs<br />Reduction in profit margins<br />
  • 20.
  • 21. Meanwhile…<br />…there has been revolution in the games industry<br />
  • 22. Before the revolution we knew where we stood…<br />Gamers were young adult males who were anti-social, ate Pizza, drank Coke by the BIG bottle and had no life. Or maybe…<br />
  • 23. Kids!<br />And then this happened…<br />
  • 24.
  • 25. NOW<br />EVERYBODY<br />IS<br />PLAYING<br />
  • 26. SOME NUMBERS<br />Over 300 new games are uploaded to iTunes every day<br />20 million Facebook Apps are installed by users every day, games are by far the most popular<br />More than half of Facebook active users play Facebook games at least once per week<br />An average Facebook user creates 90 pieces of content each month<br />There are over 250 million people playing Zynga games each month<br />Zynga has been valued at as much $10 billion, around twice as much as Electronic Arts, previously the biggest games company in the world.<br />
  • 27. WHY MIGHT GAMIFICATION WORK?<br />Play is for everyone, not just for kids and young adult males<br />In most situations, fun is better than not fun<br />The value in a reward can be much greater than the value of the reward itself<br />People are social and what their friends/family think matters to them<br />Often enough, the difference between choosing one action/product over another can be tiny<br />
  • 28. The Game Designers Tool Box<br />
  • 29. THE TOOLS<br />Points<br />Leader boards<br />Cash (VC)<br />Things to buy (VI)<br />Economies (VE)<br />Levels and Progression<br />Badges and Trophies<br />Social Media Integration<br />Fun<br />Process<br />Version 2<br />
  • 30. Points<br />
  • 31. If you stop here then it’s just POINTIFICATION<br />
  • 32. Leader boards<br />
  • 33. Virtual Cash<br />
  • 34. Virtual Shops<br />
  • 35. VIRTUAL ECONOMY<br />Points become Currency<br />They have more value because they can be traded and spent<br />Virtual Items are far less expensive than real items, but can still motivate<br />Virtual Items can be active as well as passive<br />
  • 36. Paying for actions with a VC<br />
  • 37. FLEXIBILITY OF A VC<br />
  • 38. LEVELS AND PROGRESSION<br />Can be about the game<br />Or about the player<br />Defines the players journey<br />Typically, players enjoy increasingly challenging levels<br />But it is much more complex than that<br />For a medium to large game, more time is spent on balancing level progression than anything else<br />There are 133 books on Amazon on the subject of game level design<br />
  • 39.
  • 40. GAMIFICATION LEVELS<br />Should reflect the journey you want your customers to take<br />Progression should be achievable, especially in the early levels, this is not a battle!<br />Can be complex if well explained, multiple journeys<br />Should accommodate the breadth of your customer base<br />Should be never ending!<br />
  • 41. BADGES AND TROPHIES<br />Makes a game ‘Juicy’<br />Plenty of Positive Feedback,‘Hey you’re good!’<br />Can drive specific behaviours<br />Increases a players status<br />Something to share<br />
  • 42. CONGRATULATIONS!<br />You’ve just won an award!<br />You have just won the BronzePaying Attention Trophy for <br />paying attention during this presentation<br />Well Done You!<br />Keep paying attention to win the Silver Trophy <br />
  • 43. THE VALUE IN VIRTUAL AWARDS<br />
  • 44. CONSTANT NEAR GOAL COMPLETION<br />When a player completes the first goal from set A, they have almost completed the first goal from set B and so on<br />UNLOCK BONUS ITEMS<br />Goal Set A<br />(tiny goals)<br />Goal Set B<br />(small goals)<br />Goal Set C<br />(med goals)<br />Goal Set D<br />(big goals)<br />UNLOCK NEW AREAS<br />TROPHIES<br />LEVEL ADVANCEMENT<br />
  • 45. FOURSQUARE BADGE EXAMPLE<br />
  • 46. SOCIAL MEDIA INTEGRATION<br />Sharing<br />Invites<br />Social Graph<br />Gifting<br />
  • 47. GOOD FOR THE GAME<br />Promotes the game<br />Increases playing time<br />Keep players coming back<br />Drives sales of Virtual Currency<br />Enriches gameplay<br />
  • 48. GOOD FOR THE PLAYER<br />Increase player status<br />Social currency – people talk about games these days<br />Deeper Engagement<br />Competition<br />Collaboration<br />
  • 49. GAMIFICATION ANGLE<br />Promotes the BRAND<br />Increases BRAND ENGAGEMENT time<br />Keep CUSTOMERS coming back<br />Drives sales <br />Enriches the BRAND<br />And can automate social media relationships for the BRAND<br />
  • 50. FUN<br />
  • 51.
  • 52. GAME DEVELOPMENT PROCESS<br />Plan<br />Design<br />Document<br />Prototype<br />Develop<br />Test<br />Review<br />Test<br />Review<br />Test <br />
  • 53. GAMIFICATION DEVELOPMENT PROCESS<br />Plan<br />Design<br />Document<br />Prototype<br />Develop<br />Test<br />Review<br />Test<br />Review<br />Test <br />
  • 54. VERSION 2 AND 3 AND MORE<br />Games have a life<br />You need to plan for version 2 early<br />Integrate player feedback<br />In itself a marketing opportunity<br />Version 2 should cost less than version 1<br />Increase the life of the franchise<br />
  • 55. THE TOOLS<br />Points<br />Leader boards<br />Cash (VC)<br />Things to buy (VI)<br />Economies (VE)<br />Levels and Progression<br />Badges and Trophies<br />Social Media Integration<br />Fun<br />Process<br />Version 2<br />
  • 56. Gamification in Action<br />
  • 57. LINKED IN<br />
  • 58. FOURSQUARE<br />
  • 59. MINT<br />
  • 60. STARBUCKS<br />
  • 61. PERISHER MYRIDE<br />
  • 62. Nike +<br />
  • 63. ABC READING EGGS<br />
  • 64. RSPCA<br />
  • 65. CENTURY 21<br />
  • 66. Q & A<br />
  • 67. YOUR NEXT STEPS<br />NEW<br />PRODUCT<br />Plan<br />Design<br />Document<br />Prototype<br />Develop<br />Test<br />Review<br />Test<br />Review<br />Test <br />
  • 68. GAMIFICATION STRATEGY PLAN<br />Business Analysis<br />Gamification System Design<br />Integration Plan<br />Marketing Strategy<br />Phased Roll-Out Plan<br />Fee: $10k<br />
  • 69. The End<br />

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