What is gamification? Gamification is the application of gaming mechanics in non-gaming scenarios...
How do we apply gamification?• Adding ways of gaining rewards to a campaign, through badges, leader boards, competitions and virtual goods.• It helps to include social media to encourage people to share their experiences with others.
Why does it work?• Consumers are always looking for ways to entertain themselves.• Being able to share their achievements with their friends through social media, encourages interaction.• Gamification essentially brings a sense of progress to something that normally wouldn’t have any. This could mean working your way up a leader board, or purchasing something to unlock a deal.• Currencies such as recognition or donations to charities at a certain point also monitor your overall progress.• Games also make people feel less guilty about failure.
Why should we bother doing it?• Gamification increases: – Site returns – New visitors – Registrations through reward systems – Data collection – The stickiness of a site – Brand affinity – Brand visibility• User generated content, through comments, ratings and reviews, creates a richer, more dynamic site and improves SEO.• People who play games – those who like to be entertained – cover almost every demographic.• 23% of social gamers (using social media gaming apps – Farmville, Mafia Wars, Angry Birds) are boomers between the ages of 45 and 65 years.
Who’s doing it?Lots of different brands and organisations are embracing gamification, each one having theirown take on the way it is used.• Foursquare • Xbox Live• Samsung • LinkedIn• Starbucks • Sales Force• Nike • Hallmark• Microsoft Office • Farmville• Kraft • Ebay• T-Mobile • My Coke Rewards
Case studiesStarbucks – Levelling/rewards• Multiple levels.• Associated rewards and perks per level.• A progression tracker.• Users are incentivised to continually engage with the brand.
Case studies Xbox Live – Achievements, leaderboards • Achievement points. • Encourages gamers to play games which they wouldn’t normally use. Thanks to Xbox Live, these gamers’ scores are visible to others. Foursquare – Rewards, badges • 10 million users. • Claim mayorships. • Unlock badges. • Receive special offers and rewards such as discounts to specific retailers. • Tracking against friends via a leaderboard.
Case studyDomino’s – Achievements, leaderboards• Make a pizza on-screen.• Order it in real life.
The future • A recent Gartner report from April 2011 suggested that by 2015, more than 50% of organisations will gamify their campaigns and processes. • 68% of parents believe that game play provides mental stimulation or education; 57% believe games encourage their family to spend time together; 54% believe that game play helps their children connect with their friends. • 55% of gamers play games on their phones or mobile devices. • Gamers are 20% more likely to be an online shopper than the average non- gamer. • Gamers are opinion leaders and 50% more likely to be influencers among their friends. • Four people in Bolton said they liked playing games on their phones.