Gamification Discussion
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Gamification Discussion at the Triangle AMA Digital Marketing Camp.

Gamification Discussion at the Triangle AMA Digital Marketing Camp.

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Gamification Discussion Presentation Transcript

  • 1. Gamification ForYour BrandThe Promises and the Pitfalls
  • 2. So, why am I talking about Gamification? and more importantly, why should you care?
  • 3. So what isGamification?
  • 4. What it is not... Video Games
  • 5. Gamification:The process ofusing gamethinkingand game mechanicsto solve problems and engage users.
  • 6. Gamification:Is a recent trend that stemsfrom the popularity and replayvalue of console and socialvideo games.
  • 7. Just howPopularis gaming?
  • 8. Consumers spent $25.1 billion on videogames, hardware and accessories in2010.Game sales in 2010, generating$5.9 billion in revenue.72% of American households playcomputer or video games.55% of gamers play games on theirphones or handheld device.
  • 9. Average game player is 37 years old andhas been playing for 12 yearsAverage age of the frequent gamepurchaser is 41 years old42% of all game players are women. (In fact,women over the age of 18 represent a significantly greater portion of the game-playing population (37%) than boys age 17 or younger (13%).)In 2011, 29% of Americans over the ageof 50 play video games
  • 10. Gamification:The process of figuringout what elements of game playkeep players hooked overtime and then...
  • 11. Gamification:Apply those elements to regulartasks, scenarios, and problems –essentially turning any activityinto a game.
  • 12. Facebook is probably the mostsuccessful non-game gameever invented.
  • 13. So how do you know thatgamification works?It is based on Science.
  • 14. Human Needs! Reward! Status! Achievement! Self Expression! Competition! Altruism
  • 15. Game designers callthese fundamental needs anddesires, game dynamics.
  • 16. And they have known foryears how to address theseneeds through the use ofgame mechanics.
  • 17. Game Mechanics! Points! Levels! Challenges! Virtual Goods and Spaces! Leaderboards! Gifts and Charity
  • 18. Game MechanicsMotivateBehaviors
  • 19. Gamification nowenables these dynamicsto be applied morebroadly.
  • 20. Overall Goal:Engagement
  • 21. Why shouldyou Care aboutGamification?
  • 22. Result:A powerful toolthrough whichorganizations canteach, persuade,and motivate people.
  • 23. Examples
  • 24. PersonalFinance Mint
  • 25. Learning Khan Academy
  • 26. Buying Groupon
  • 27. Business Salesforce.com
  • 28. Nike+Fitness FitBit
  • 29. Gamification tactics do notneed to involve digital technology... CrossFit Workouts
  • 30. So what does the future ofGamification look like?
  • 31. According to the statistics...Gartner, predicts that “by 2015,more than 50% of organizationsthat manage innovation processeswill gamify those processes”By 2014, a gamified servicefor consumer goods marketingand customer retention will becomeas important as Facebook, eBayor Amazon
  • 32. or as envisioned by...Professor Jesse Schell
  • 33. Wait a minute…this all seems a little fishy.
  • 34. This isnʼt new...many of its techniqueshave been in place for a long time.
  • 35. Gamification elements arealready presentin everyday activities
  • 36. For business purposes,gamification is invalid,faddish, exploitativeand simplistic
  • 37. Gamification has mistaken theaddition of points for the applicationof genuine game mechanics
  • 38. Misconception 1Gamification is aboutbadges and points.
  • 39. Misconception 2All gamification activitieshave to be fun.
  • 40. Misconception 3Gamification activitiesare not appropriatein the workplace
  • 41. So how can youbring gamification concepts for your brand?
  • 42. Is the ProductCompelling?
  • 43. What is the Context?
  • 44. What is the Timeframe?
  • 45. How soon to Market?
  • 46. What does Successlook like?
  • 47. In Summary
  • 48. Questions
  • 49. Thank youJon BarlowVice President, Senior Creative Technologiste. jbarlow@capstrat.comt. @jon_barlow