Gamification for Marketing Applying gaming mechanics to drive engagement & retention January 23, 2013 Rita Nguyen @moodyrain www.moodyrain.comUsing gaming mechanics to get people to play and keep them playing“mechanics” are the tools and hooks we use
ProgressionIf you’re going to give them a goal - light the way to clear completion of taskHow to get to the next level, what you get, why do you want to keep goingExample: Starbucks coffee card - buy 5, get one free. Super low tech. Gamiﬁcation doesn’thave to be really tech heavy
ExploreWe are innately curious creatures, work with that
Cascading Information TheoryGive them a little bit, tease them to want moreSimple at ﬁrst - unlock more as you progressExample: Emails with just hints, not the full articleExample: YouTube trailers and pre-roll
DiscoveryGive them things to look for - hidden or not. Easter eggs are a huge driver in games.Ask them to look for something -- a joke, an image, a clue, trivia, anything -- to keep them engaged to the point at which they take some sort ofmeaningful action with your content.
DiscoveryJay-Z launched memoir - Decoded by printing pages in the most unexpected places
SurpriseSega Master System easter eggSurprise & delight your customers, give them something they are not expectingMake them feel good - this is supposed to be fun!
Juicy Feedback Now, strong, amped-up feedback on minimum input is one reason for the enjoyability of casual games such as »Peggle«. Seeing lots of flashes, bolts, a rainbow, and listening to »Freude schöner Götterfunken« when finishing a »Peggle« level – it just feels good. It‘s whatMake them feel good...like they’ve»juiciness« of a game. Andsomethingjuicy. (Source, Source) game designers call »juicy« feedback or the accomplished »Peggle« is veryExample: Xbox achievement unlocked soundExample: Micro-win (produce of the day)
Rewards & BonusesPeople love free stuff!Example: Host a webinar and whoever tweets the webinars hashtag the most gets a free ticket to an eventExample: My coke rewards