Act api marketing-gamification-bau201511

1. Gamification - Motivational Design - Engagement
Niels van der Linden
November 2015

2. GAMIFICATION = BADGES

3. WORK
Repetitive and Dull
Once a year
Contradictionary, Vague
Unclear
Unclear
Too much & Not Enough
Forbidden, Punished, Not Talked About
Hidden
Mid to Low
Accidental
GAME
Repetitive, but Fun
Constantly
GAMES versus WORK
source
Enterprise-gamification.com
Clear
Tasks
Feedback
Goals
Path to Mastery
Rules
Information
Failure
Status of Users
Autonomy
Obstacles
Clear
Clear & Transparent
Right Amount at Right Time
Expected & Encouraged
Transparent
High
On Purpose

4. BUSINESS
SOCIAL
SCIENCES
DESIGN
BUSINESS
SOCIAL
SCIENCES
DESIGN
Concept Map of Gamification
GAME
MOTIVATION
BEHAVIOR
BUSINESS
GOALS
DESIGN
LOOP
PERFORMANCE

5. FINANCIAL IMPACT OF INCREASED ENGAGEMENT
Low
Engagement
& Value
Medium
Engagement
& Value
High
Engagement
& Value
Moving 1% from one level
to the next level increase
revenue by
5%
Moving 5% would
increase revenue by
more than 20+%
value = 200 TL / year
value = 5 TL / year
value = 50 TL / year
1%
9%
90%
100.000 customers
90.000 x 5 = 450.000 TL
9.000 x 50 = 450.000 TL
1.000 x 200 = 200.000 TL
----------------------------------
1.1 million lira revenue
100.000 customers
89.100 x 5 = 445.500 TL
9.810 x 50 = 490.500 TL
1.090 x 200 = 218.000 TL
----------------------------------
1.154 million lira revenue
use case
fictional data

6. DESIRED VALUABLE
FEASIBLE
DESIRED
human
VALUABLE
business
FEASIBLE
technical
Behavior

7. Organization Design
TeamTasks
Role Tasks
Single Task
Single
Behavior
Levels of Gamification

8. Self-Determinaton Theory
source
Ryan and Deci, 2000

10. Levels of Gamification
Implicit (hidden) - - - - - - Explicit - - - - - - Game Like

12. Business
Objectives
Motivational
Drivers
Activity
Loops
Design
&
Develop
START
PROGRAM
(measure)
Actions &
Goals
ANALYSIS
ITERATE
ITERATE
Gamification = Design

13. ROLES IN A GAMIFIED EXPERIENCE
business
process
expert
product
designer
/manager
gamification
designer
domain
expert
I understand
engagement &
motivation
I also know the long
term impact and traps
I understand the
business, it’s processes
and the possible ways
to change them
I understand the
domain we’re applying
gamification to.
I know the KPIs and
the audience. I have
behavior data or know
how to collect it.
I understand how to
translate the needs and
gamification design into
a solution

14. RA
BUSINESS METRICS
source
Pirate Metrics // Dave McClure
A R R
Acquisition
You acquire the user
Activation
The user uses your
product/service
Retention
The user continues to use
your product/service
Referral
The user recommends
your product/service to
others
Revenue
The user pays for your
product/service

15. RELATED
● Data
● Analytics
● Big Data > Information > Insight
● Motivation
○ Personal Motivators
○ Social Motivators (in context & out of context)
● Quantified Self
○ Personal Development
○ Job Performance
● Engagement
○ Individuals
○ Groups > Team > Community Building
● Start > Continue > Finish
● Perform & Improve
● Reputation & Recognition
● Crowd Sourcing
● Design Approach: Measure, Learn, Iterate

16. MARKETING MIX
P
Product
Place
Price
Promotion
P
P
P
CLASSICAL B2C (PRODUCT)

17. MARKETING MIX
S
Solution
Access
Value
Education
A
V
E
source
Harvard Business Review 2013
B2B

18. MARKETING MIX
source
Type2Consulting
Product
Place
Price
Promo
Solution
Access
Value
Education
Continually improve features and functions.
Differentiation is based on technological
superiority relative to competitors.
Determine the location through which
customers find it most convenient to
purchase.
Identify appropriate distribution partners,
wholesales, and middlemen.
Set price relative to competitors, cost to
produce and profit margin required.
Manage the real and percieve price the
customer pays.
Communicate the full range of product
features and functions.
Ensure the message’s reach through
advertising, publicity, and personal selling.
Define offerings in terms of the current and
emerging needs they meet.
Differentiation is based on the relevance of
the offerings to the specific needs of
customers
Consider the customer’s entire purchase
journey: how and where they access the
solution, take delivery, and incorporate it
into their value chains.
Develop an integrated, cross-channel
presence.
Understand the role that the solution plays
in increasing the customer’s business
effectiveness.
Articulate the full range of benefits provided
relative to the price.
Develop a program to provide relevant
information to customers at each point in
the purchase cycle.
Focus communication on the customer’s
needs and required benefits, not the full
range of product features and functionality.

19. Gamification
The use of game design thinking within a non-game
environment to engage people, motivate action,
promote learning and solve problems.

20. Gamification - Motivational Design - Engagement
@dtdid
Niels van der Linden
niels@actapi.com
www.actapi.com
www.oyunlastirma.co
Thank You!Thank You!