The Year of Gamification - 2011 - Time Social Media WeekPresentation 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
Bootwooo
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