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The Loyalty Game
 

The Loyalty Game

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How Gamification is Transforming Customer Loyalty

How Gamification is Transforming Customer Loyalty

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    The Loyalty Game The Loyalty Game Presentation Transcript

    • The Loyalty Game
      How gamification is transforming customer loyalty
      Presented by Colin Cardwell
    • WELCOME
      Who are we?
      What is Gamification?
      Why now?
      The game designers toolkit
      Gamification in action
      Q&A
      Your next steps
    • Who are we?
    • 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
    • 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
    • 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?
    • 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
    • WHO WE WORK WITH
    • Take a look at our Showreel on YouTube
    • What is Gamification?
    • 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
    • Or Gamification is…
      Making non-game activities
      more game-like
    • Why do we
      need it?
    • 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
    • Why now?
    • 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
    • Ad News, April 2011
    • 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
    • Meanwhile…
      …there has been revolution in the games industry
    • 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…
    • Kids!
      And then this happened…
    • NOW
      EVERYBODY
      IS
      PLAYING
    • 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.
    • 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
    • The Game Designers Tool Box
    • 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
    • Points
    • If you stop here then it’s just POINTIFICATION
    • Leader boards
    • Virtual Cash
    • Virtual Shops
    • 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
    • Paying for actions with a VC
    • FLEXIBILITY OF A VC
    • 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
    • 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!
    • 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
    • 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
    • THE VALUE IN VIRTUAL AWARDS
    • 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
    • FOURSQUARE BADGE EXAMPLE
    • SOCIAL MEDIA INTEGRATION
      Sharing
      Invites
      Social Graph
      Gifting
    • GOOD FOR THE GAME
      Promotes the game
      Increases playing time
      Keep players coming back
      Drives sales of Virtual Currency
      Enriches gameplay
    • GOOD FOR THE PLAYER
      Increase player status
      Social currency – people talk about games these days
      Deeper Engagement
      Competition
      Collaboration
    • 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
    • FUN
    • GAME DEVELOPMENT PROCESS
      Plan
      Design
      Document
      Prototype
      Develop
      Test
      Review
      Test
      Review
      Test
    • GAMIFICATION DEVELOPMENT PROCESS
      Plan
      Design
      Document
      Prototype
      Develop
      Test
      Review
      Test
      Review
      Test
    • 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
    • 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
    • Gamification in Action
    • LINKED IN
    • FOURSQUARE
    • MINT
    • STARBUCKS
    • PERISHER MYRIDE
    • Nike +
    • ABC READING EGGS
    • RSPCA
    • CENTURY 21
    • Q & A
    • YOUR NEXT STEPS
      NEW
      PRODUCT
      Plan
      Design
      Document
      Prototype
      Develop
      Test
      Review
      Test
      Review
      Test
    • GAMIFICATION STRATEGY PLAN
      Business Analysis
      Gamification System Design
      Integration Plan
      Marketing Strategy
      Phased Roll-Out Plan
      Fee: $10k
    • The End