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Gamification: Silly fad or important trend for marketers?
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Gamification: Silly fad or important trend for marketers?

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Gamification refers to the integration of game dynamics into a service, community, content or campaign, in order to drive engagement and participation. The technique can be useful to encourage people …

Gamification refers to the integration of game dynamics into a service, community, content or campaign, in order to drive engagement and participation. The technique can be useful to encourage people to perform tasks that they generally considered boring, such as completing reviews, filling out tax forms , driving efficiently or tracking caloric intake. In 2010, organizations spent barely $100 million on gamification, the early days of the trend. However with the emergence of social media, mobility and cloud technologies the gamification industry is expected to touch $2.8 billion by 2016. A major driver of this is the use of gamification to influence behaviour surrounding health and environmental issues. The private sector is catching on, however where are the public and not-for profit sectors in all of this? In this visual presentation Mike covers the basics behind gamification along with the latest trends, statistics and examples from around the globe. Critical viewpoints are presented as well so that participants can decide on their own if this is indeed a trend or just a silly fad.


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  • 1. GAMIFICATION Silly fad or important trend for marketers? @mikekujawski
  • 2. photo credit: http://bit.ly/l4QOJk
  • 3. 500 Million worldwide online gamers  97% of kids 12-17 play videogames  Average gamer is 30 years old (37% are older than 35)  47% are women  VGC’s represent 25% of global computational power
  • 4. 3 Billion hours per week spent playing online games  Games industry is $66 billion worldwide (dbl box office)  Online sales to surpass retail game sales in 2013  44% of US/UK adults played a mobile game this month  $7.9 Billion dollar virtual good economy this year
  • 5. Today’s kids will spend 10,000 Hours gaming by 2021
  • 6. 5.39 Million Years have been spent solving problems on WoW
  • 7. Preditcted to be a $2.8 Billion market in 2016
  • 8. Over 70% of Forbes Global 2000 companies plan to use gamification for the purposes of marketing and customer retention
  • 9. “Striving to make everyday business tasks more engaging, a growing number of firms…are incorporating elements of videogames into the workplace.” - Wall St. Journal, Oct. 10, 2011 “Suddenly, gamification is the hot new business concept, with many of the world’s most admired companies signing on.” - Fortune, Oct. 17, 2011
  • 10. Who is gamifying?
  • 11. Designing video games
  • 12. Creating a virtual world
  • 13. Any use of games in business
  • 14. Playing Solitaire at work
  • 15. Any simulation
  • 16. Game Theory
  • 17. Points & Badges
  • 18. A magic wand that will fix everything
  • 19. The process of using game mechanics and game thinking in non- gaming contexts to engage users and to solve problems
  • 20. Game mechanics are constructs of rules intended to produce a game or gameplay
  • 21. Game mechanics can include…  Turns  Action Points  Auction or Bidding  Cards  Capture/Eliminate  Catch-up  Dice  Movement  Resource Management  Risk and Reward  Role Playing  Tile Laying  Game Modes
  • 22. Engagement loop Source: Amy Jo Kim, CEO, ShuffleBrain
  • 23. Player journey Source: Amy Jo Kim, CEO, ShuffleBrain
  • 24. people play games because they experience emotions that are closely related to the main factors of happiness
  • 25. Source: Abraham Maslow: "A Theory of Human Motivation“ (1943) Maslow’s Hierarchy of Needs
  • 26.  Acceptance  Curiosity  Eating  Expedience  Family  Idealism  Interdependance  Order  Physical Activity  Power  Romance  Saving  Social Contact  Status  Tranquility  Vengeance Source: Steven Reiss and Daniel H. Pink 16Human Desires
  • 27. 1. Achievement 2. Immersion 3. Competition 4. Cooperation Source: Nick Yee, Research Scientis, UBIsoft 4Gaming Desires
  • 28. Source: http://www.epicwinblog.net/2013/04/gamification-player-types-t-e-pyramid-ii.html
  • 29. Physical world overlay
  • 30. Milestones & progress markers
  • 31. Status & success
  • 32. Sense of scarcity
  • 33. Using iconography
  • 34. Points and rewards
  • 35. Badges Progress Bars Points Levels Rewards Status
  • 36. External -marketing -sales -customer engagement Internal -HR -productivity enhancement -crowdsourcing -innovation Behaviour change -health and wellness -environmental sustainability -personal finance
  • 37. Engagement
  • 38. Health & Wellness
  • 39. Environemental Sustainability
  • 40. Innovation
  • 41. HR
  • 42. “Gamification is the high fructose corn syrop of engagement” -Kathy Sierra  Real research is limited  Potential for engagement decay  Crowding out  Addiction  Bad gamification can cause serious problems
  • 43. http://www.nicolelazzaro.com/gamification
  • 44. Define Goals & Objectives
  • 45. Set Target Behaviours
  • 46. Understand your Players
  • 47. Devise Activity Loops
  • 48. Use Relevant Tools
  • 49. Have Fun
  • 50. gamification.co gamification.org
  • 51. Thanks for your time!
  • 52. “mike kujawski”
  • 53. Subscribe to my FREE blog rants (www.mikekujawski.ca)
  • 54. Browse our Centre’s FREE resources (cepsm.ca/resources)
  • 55. Mike Kujawski Phone: 613.230.6424 ext. 225 E-mail: mikekujawski@cepsm.ca Blog: mikekujawski.ca Twitter: @mikekujawski Website: cepsm.ca Google: “mike kujawski” Connect with me
  • 56. Questions?

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