The Year of Gamification - 2011 - Time Social Media Week
 

The Year of Gamification - 2011 - Time Social Media Week

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This is Gabe Zichermann's closing speech from Time Inc's Social Media Week Session, entitled - 2011, The Year of Gamification.

This is Gabe Zichermann's closing speech from Time Inc's Social Media Week Session, entitled - 2011, The Year of Gamification.

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The Year of Gamification - 2011 - Time Social Media Week The Year of Gamification - 2011 - Time Social Media Week Presentation Transcript

  • the year ofgamification gabe zichermann @gzicherm Gamification.Co
  • about meauthor “Game Based Marketing” “Gamification by Design” editor gamification.co advisor & mentor to startupsfacilitator Founder Institute NYC speaker, 25+ events/year
  • http://gsummit.com
  • Gamification is: the process of using game thinking and game mechanics to solveproblems and engage users
  • gamification is not just
  • GAMIFICATION IS THE NEW BLACK
  • WHY NOW?
  • WHAT NOW? LOYALTY ENGAGEMENT METRICS RULE DESIGNING FOR MOTIVATION DESIGN OVER TIME
  • LOYALTY V4.0
  • loyalty’s historyTangible Virtual Status Virtual Goods Currencies Systems Rewards 1800s 1930s 1980s 2010+
  • costs and status value of loyalty200160120 80 40 0 1800 1850 1900 1950 2000 2050 loyalty costs status & social power
  • THOSE WHO ARE MOST LIKELY TO PAY, GET STUFF FOR FREE
  • STATUSACCESSPOWERSTUFF
  • The Game’s The Thing
  • POUR SOME GAMESUGAR ON ME
  • OUR LAST HOPE?
  • MOTIVATION
  • ENGAGEMENT
  • ENGAGEMENT RECENCY FREQUENCY DURATION VIRALITY RATINGS
  • ESCORE
  • ESCORE DIMENSIONS INDUSTRY RELATIVE REBALANCED ANNUALLY FLEXIBLE, EXTENSIBLE, TRACKABLE MEASURED OVER TIME COMPARABLE
  • BALANCING ENGAGEMENT100 75 50 25 0 CAFE DATING E-COMMERCE recency frequency duration virality ratings
  • OLD LOYALTY1. BUY NOW2. JOIN LOYALTY PROGRAM3. RE-ENGAGE (LOYALTY MARKETING)4. BUY NOW
  • GAMIFIED LOYALTY 8-9-:.4( !"#$%#&( 25"5499(;( )*"#"&( 64<%5=( 2.%345(647 +",-%.(/%..(0"( )&%4*4&0( 1,#"&(
  • LIKE NOW!
  • BUY NOW!
  • CONVERSION RATE E∕ $
  • GAMES WERE ALWAYS SOCIAL
  • UNTIL 1977
  • AND THEY ARE AGAIN
  • Bartle’s Player Motivations killer achiever socializer explorer
  • flow
  • non-obvious predictabledesire GAMES unforced
  • DESIGNERS ALSO COMMIT OVER TIME
  • DON’T STOPINNOVATING
  • HOW WE CAN HELPWORKSHOPS ACROSS THE US AND IN 6+ COUNTRIESGSUMMITS FALL 20112 NEW BOOKSGAMIFICATION UCONSULTINGRESEARCH, WRITING
  • gabe zichermann @gzicherm Gamification.Co