Gamification: Game based marketing, serious business

GAMIFICATIONGame Based Marketing, Serious Business 24 november 2011 C O P Y R I G H T 3 S I X T Y F I V E B . V.

Table of contents1 Gamification?2 Not new but different3 Game mechanics4 What you can do with it5 Serious Business6 Some pointers Kudos to @sethpriebatsch @dingstweets @mysticmobile @gamespacenl

Gam ifi cation

1. GamificationTH E DECA D E OF GA M E SSocial Layer:Last decadeConnectionsFacebook’s Open GraphConstruction is overGame Layer:Next decade Seth PriebatschInﬂuence & behaviour Chief NinjaNo foundation SCVNGRConstruction has just begun

1. Gamification DE FINI TIO NThe use of game-mechanics andgame-thinking in order to create userengagement and solve problems.

Maybe this helps...

1. GamificationY ES O R NO

1. GamificationY ES O R NO - but can be used for loyalty -

1. GamificationY ES O R NO YES!

1. GamificationI T’ S ALL ABO UT D OPA M I NE Is released when we go from challenge to achievement

1. GamificationY ES O R NOIt’s about positive rewards

1. GamificationW HY DO P E OP L E P L AY ? Socializing Mastery Destress Fun

1. GamificationTY PE S O F P L AY E R S Socializers Explorers Achievers Killers

1. GamificationDE S IG N SO M E T H I N G I N T E R ES T I N G F O R E VE R YB O D Y Anything that can measured, can be gamified.

NotNewbut different

1. Not New But DifferentR E MEM BE R T H E S E ? Spend more and get an upgrade Fly more and get an upgrade Master!

GameMechanics

3. Game MechanicsS OME EXAM P L E S Point systems Leaderboard / Achievements Level up

3. Game MechanicsS OME EXAM P L E S Countdown Progression Badges / Stickers

3. Game MechanicsS OME EXAM P L E S Community Collaboration

Whatcan you do with it

4. What you can do with itU S ER E NGA GE M E N T Maximize engagement

4. What you can do with itU S ER E NGE GE M E N T 15 Million users and counting, 77% checks-in 30x per month

4. What you can do with itU S ER E NGA GE M E N T Check in: Movies, music, games, books Earn stickers, points Follow friends Become guru!

4. What you can do with itU S ER E NGA GE M E N T

4. What you can do with itU S ER E NGA GE M E N T And you thought this was crazy!

4. What you can do with itU S ER E NGA GE M E N T Publishing

4. What you can do with itS OLVE P RO B L E M S Saving energy can be fun, competitive and social

4. What you can do with itS OLVE P RO B L E M S Get people to vote. Not so far fetched

4. What you can do with itS OLVE P RO B L E M S Do good. Stimulate charity. Help people.

seriousbusiness cases

5. Serious BusinessS U CC ES LIE S I N M ULT I P L E G AME ME C H AN I C S It’s in the combination of game-mechanics that creates success. Seth Priebatsch Chief Ninja SCVNGR

5. Serious BusinessG R OUP O N 2009: $100k 2010: $10M 2011: $2.6B

5. Serious BusinessNIK E + Run against & with friends. Stay motivated. Nike facilitates.

5. Serious BusinessDO N’T FO RGE T T H E D UT CH How to use in a campaign

5. Serious BusinessDO N’T FO RGE T T H E D UT CH 1st gamiﬁed travel platform Fans + Locals + Visitors + Trade Stimulate quantity & quality Plakkers!

3. Serious BusinssP LA KK E RS

Somepointers

6. Some Pointers1 CHALLENGE VS ACHIEVEMENT2 CAN YOU INTEGRATE POINTS?3 THE LEVELS OF YOUR BUSINESS4 YOU WILL BE GAMED!5 DON’T STIMULATE SPAM6 ONLY POSITIVE REWARDS7 PROTOTYPE: DESIGN IS KEY (TEST)

One more thing

There is nomagic potion

thanks any questions?

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Gamification: Game based marketing, serious business

by John Meulemans on Jan 13, 2012

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