Based on research from my book "Game-Based Marketing" (Wiley, 2010) - Game Mechanics & Funware for Non-Profits is a presentation I've given to a number of non-profits around the US. It details how to ...
Based on research from my book "Game-Based Marketing" (Wiley, 2010) - Game Mechanics & Funware for Non-Profits is a presentation I've given to a number of non-profits around the US. It details how to use points, challenges, leaderboards and other social tools to create and engage community.
More on Game-Based Marketing & Funware: http://funwareblog.com
Game Mechanics & Funware for Non-ProfitsPresentation Transcript
( funware for (non)profit
using game mechanics to develop, engage & retain community
)
( )
author “Game Based Marketing”
author “Funware in Action”
blogger funwareblog.com
gabe zichermann CEO, beamME (mobile apps)
advisor & mentor to 4 startups
speaker, 10-12 events/year
( on sale 3.29.10
FunwareBlog.com )
e-book on sale now!
( funware is the use of game
mechanics in non-game contexts )
( obvious games we play
)
( less obvious
)
⊛ getting a seat on the subway
⊛ getting a drink at a crowded bar
⊛ getting a phone number
⊛ getting into grad school
( the line game at starbucks
)
( so what’s a game?
)
any activity where two or more people agree
(consciously or not) to the existence of one.
( elements of game
mechanics )
}
✴ rules
✴ challenges
✴ win conditions
✴ rewards/achievements status
✴ leaderboards
✴ badges
✴ social networking
( frequent flyer games
)
⊛ status-centric: premium check in, security,
boarding lanes
⊛ low-cost/no-cost rewards: upgrades and free
tickets cost the airline very little
⊛ artificial scarcity: exemption from fees is an
example of artificial scarcity+rewards
⊛ highly effective: hundreds of millions of
players + more profitable than airlines
themselves
⊛ points (miles) based
win conditions funware loop
leaderboards
challenges
point system
badges
social
networking
( lessons from games
)
⊛ fun must be job #1
⊛ cash prizes are overrated
⊛ reward early, reward often
⊛ status / bragging rights are key
⊛ social networks are critical exponents
⊛ limitless game themes exist
( fun must be job #1
)
geography history
( the cash prize
fallacy
prizes must be very large to matter:
)
Deal or no Deal is a $1M prize
fame, exposure are more valuable:
Project Runway prize only 125K
bankers paradox: most major
advancements in history were not
driven solely by cash
( reward early,
reward often )
⊛ The first few moments are critical for creating
positive reinforcement
⊛ Badges, points, shiny objects
⊛ Create levels that provide progressive
difficulty
⊛ This will require some iterative work
⊛ Never go negative
( )
why are these themes fun?
( why can’t these be
fun? )
⊛ equitable finance
⊛ world peace
⊛ environmental cleanup
⊛ green behavior change
⊛ curing cancer, AIDS, TB
( there’s no good reason*
)
*and it’s a lot easier than it seems
( a simple approach
)
start with fun
define target behaviors
create simple point system & leaderboards
identify social networking context & bragging rights
design desirable badges & prizes (cash isn’t necessary)
promote the offering
focus on long-term, social results
( gabe zichermann @gzicherm
http://funwareblog.com )
Robo Igbu
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