Gamification: Game based marketing, serious business

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Presentation that's actually an introduction to gamification and gives quite a few real world examples / case to show it's not theoretical, it's already here. …

Presentation that's actually an introduction to gamification and gives quite a few real world examples / case to show it's not theoretical, it's already here.

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  • 1. 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.
  • 2. 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
  • 3. Gam ifi cation
  • 4. 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
  • 5. 1. Gamification DE FINI TIO NThe use of game-mechanics andgame-thinking in order to create userengagement and solve problems.
  • 6. Maybe this helps...
  • 7. 1. GamificationY ES O R NO
  • 8. 1. GamificationY ES O R NO - but can be used for loyalty -
  • 9. 1. GamificationY ES O R NO YES!
  • 10. 1. GamificationI T’ S ALL ABO UT D OPA M I NE Is released when we go from challenge to achievement
  • 11. 1. GamificationY ES O R NOIt’s about positive rewards
  • 12. 1. GamificationW HY DO P E OP L E P L AY ? Socializing Mastery Destress Fun
  • 13. 1. GamificationTY PE S O F P L AY E R S Socializers Explorers Achievers Killers
  • 14. 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.
  • 15. NotNewbut different
  • 16. 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!
  • 17. GameMechanics
  • 18. 3. Game MechanicsS OME EXAM P L E S Point systems Leaderboard / Achievements Level up
  • 19. 3. Game MechanicsS OME EXAM P L E S Countdown Progression Badges / Stickers
  • 20. 3. Game MechanicsS OME EXAM P L E S Community Collaboration
  • 21. Whatcan you do with it
  • 22. 4. What you can do with itU S ER E NGA GE M E N T Maximize engagement
  • 23. 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
  • 24. 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!
  • 25. 4. What you can do with itU S ER E NGA GE M E N T
  • 26. 4. What you can do with itU S ER E NGA GE M E N T And you thought this was crazy!
  • 27. 4. What you can do with itU S ER E NGA GE M E N T Publishing
  • 28. 4. What you can do with itS OLVE P RO B L E M S Saving energy can be fun, competitive and social
  • 29. 4. What you can do with itS OLVE P RO B L E M S Get people to vote. Not so far fetched
  • 30. 4. What you can do with itS OLVE P RO B L E M S Do good. Stimulate charity. Help people.
  • 31. seriousbusiness cases
  • 32. 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
  • 33. 5. Serious BusinessG R OUP O N 2009: $100k 2010: $10M 2011: $2.6B
  • 34. 5. Serious BusinessNIK E + Run against & with friends. Stay motivated. Nike facilitates.
  • 35. 5. Serious BusinessDO N’T FO RGE T T H E D UT CH How to use in a campaign
  • 36. 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!
  • 37. 3. Serious BusinssP LA KK E RS
  • 38. Somepointers
  • 39. 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)
  • 40. 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)
  • 41. 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)
  • 42. 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)
  • 43. 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)
  • 44. 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)
  • 45. 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)
  • 46. 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)
  • 47. One more thing
  • 48. There is nomagic potion
  • 49. thanks any questions?