Gamification ForYour BrandThe Promises and the Pitfalls
So, why am I talking about     Gamification?        and more importantly,   why should you care?
So what isGamification?
What it is not...         Video Games
Gamification:The process ofusing gamethinkingand game mechanicsto solve problems and engage users.
Gamification:Is a recent trend that stemsfrom the popularity and replayvalue of console and socialvideo games.
Just howPopularis gaming?
Consumers spent $25.1 billion on videogames, hardware and accessories in2010.Game sales in 2010, generating$5.9 billion in...
Average game player is 37 years old andhas been playing for 12 yearsAverage age of the frequent gamepurchaser is 41 years ...
Gamification:The process of figuringout what elements of game playkeep players hooked overtime and then...
Gamification:Apply those elements to regulartasks, scenarios, and problems –essentially turning   any activityinto a game.
Facebook is probably the mostsuccessful non-game gameever invented.
So how do you know thatgamification works?It is based on Science.
Human Needs!    Reward!   Status!   Achievement!   Self Expression!   Competition!   Altruism
Game designers callthese fundamental needs anddesires,   game dynamics.
And they have known foryears how to address theseneeds through the use ofgame mechanics.
Game Mechanics!   Points!   Levels!   Challenges!   Virtual Goods and Spaces!   Leaderboards!   Gifts and Charity
Game MechanicsMotivateBehaviors
Gamification nowenables these dynamicsto be applied morebroadly.
Overall Goal:Engagement
Why shouldyou Care aboutGamification?
Result:A powerful toolthrough whichorganizations canteach, persuade,and motivate people.
Examples
PersonalFinance    Mint
Learning     Khan  Academy
Buying Groupon
Business Salesforce.com
Nike+Fitness          FitBit
Gamification tactics do notneed to involve digital technology...                     CrossFit Workouts
So what does the future ofGamification look like?
According to the statistics...Gartner, predicts that “by 2015,more than 50% of organizationsthat manage innovation process...
or as envisioned by...Professor Jesse Schell
Wait a minute…this all seems a little fishy.
This isnʼt new...many of its techniqueshave been in place for a long time.
Gamification elements arealready presentin everyday activities
For business purposes,gamification is invalid,faddish, exploitativeand simplistic
Gamification has mistaken theaddition of points for the applicationof genuine game mechanics
Misconception 1Gamification is aboutbadges and points.
Misconception 2All gamification activitieshave to be fun.
Misconception 3Gamification activitiesare not appropriatein the workplace
So how can youbring gamification concepts for your       brand?
Is the ProductCompelling?
What is the Context?
What is the Timeframe?
How soon to Market?
What does Successlook like?
In Summary
Questions
Thank youJon BarlowVice President, Senior Creative Technologiste. jbarlow@capstrat.comt. @jon_barlow
Gamification Discussion
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Gamification Discussion at the Triangle AMA Digital Marketing Camp.

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Gamification Discussion

  1. 1. Gamification ForYour BrandThe Promises and the Pitfalls
  2. 2. So, why am I talking about Gamification? and more importantly, why should you care?
  3. 3. So what isGamification?
  4. 4. What it is not... Video Games
  5. 5. Gamification:The process ofusing gamethinkingand game mechanicsto solve problems and engage users.
  6. 6. Gamification:Is a recent trend that stemsfrom the popularity and replayvalue of console and socialvideo games.
  7. 7. Just howPopularis gaming?
  8. 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. 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. 10. Gamification:The process of figuringout what elements of game playkeep players hooked overtime and then...
  11. 11. Gamification:Apply those elements to regulartasks, scenarios, and problems –essentially turning any activityinto a game.
  12. 12. Facebook is probably the mostsuccessful non-game gameever invented.
  13. 13. So how do you know thatgamification works?It is based on Science.
  14. 14. Human Needs! Reward! Status! Achievement! Self Expression! Competition! Altruism
  15. 15. Game designers callthese fundamental needs anddesires, game dynamics.
  16. 16. And they have known foryears how to address theseneeds through the use ofgame mechanics.
  17. 17. Game Mechanics! Points! Levels! Challenges! Virtual Goods and Spaces! Leaderboards! Gifts and Charity
  18. 18. Game MechanicsMotivateBehaviors
  19. 19. Gamification nowenables these dynamicsto be applied morebroadly.
  20. 20. Overall Goal:Engagement
  21. 21. Why shouldyou Care aboutGamification?
  22. 22. Result:A powerful toolthrough whichorganizations canteach, persuade,and motivate people.
  23. 23. Examples
  24. 24. PersonalFinance Mint
  25. 25. Learning Khan Academy
  26. 26. Buying Groupon
  27. 27. Business Salesforce.com
  28. 28. Nike+Fitness FitBit
  29. 29. Gamification tactics do notneed to involve digital technology... CrossFit Workouts
  30. 30. So what does the future ofGamification look like?
  31. 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. 32. or as envisioned by...Professor Jesse Schell
  33. 33. Wait a minute…this all seems a little fishy.
  34. 34. This isnʼt new...many of its techniqueshave been in place for a long time.
  35. 35. Gamification elements arealready presentin everyday activities
  36. 36. For business purposes,gamification is invalid,faddish, exploitativeand simplistic
  37. 37. Gamification has mistaken theaddition of points for the applicationof genuine game mechanics
  38. 38. Misconception 1Gamification is aboutbadges and points.
  39. 39. Misconception 2All gamification activitieshave to be fun.
  40. 40. Misconception 3Gamification activitiesare not appropriatein the workplace
  41. 41. So how can youbring gamification concepts for your brand?
  42. 42. Is the ProductCompelling?
  43. 43. What is the Context?
  44. 44. What is the Timeframe?
  45. 45. How soon to Market?
  46. 46. What does Successlook like?
  47. 47. In Summary
  48. 48. Questions
  49. 49. Thank youJon BarlowVice President, Senior Creative Technologiste. jbarlow@capstrat.comt. @jon_barlow
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