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.

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The Year of Gamification - 2011 - Time Social Media Week

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

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