IS GAMIFICATION
RIGHT FOR ME?
@pushersocial
kim@pusher.com.au
PUSHER IS A DIGITAL CREATIVE AGENCY IN SYDNEY + BRISBANE
SHAMELESSPLUG
THINKERS OF DIGITAL IDEAS AND MAKERS OF DIGITAL STU...
WHAT IS IT
WHY SHOULD I DO IT
WHO’S DOING IT WELL
HOW CAN I DO IT ?
WHATISIT?
GAMIFICATIONISTHE
PROCESSOFUSING
GAMETHINKING&
MECHANICSTO
ENGAGEUSERS
THREE MAIN AREAS OF BENEFIT
TO CHANGE BEHAVIOUR
TO DEVELOP SKILLS
TO ENABLE INNOVATION
We are
genetically
programmed to
enjoy games
ACCELERATED FEEDBACK
A SCORING SYSTEM
SHORT TERM ACHIEVABLE GOALS
CLEAR RULES
VOLUNTARY PARTICIPATION
AGAMENEEDS
The “sweet spot” of gamification
Business
Objectives
Player
Objectives
+GAMIFICATIONNEEDS
WHY
SHOULDI
DOIT?
*Gartner, 2011
**M2 research, 2012
THEREIS
BELIEF
THATIT
WORKS
THEREIS
EVIDENCETHAT
ITWORKS
DOES THAT MEAN IF I ‘DO’
GAMIFICATION I WILL GET
AWESOME RESULTS?
Primarily Due to Poor Design
80 Percent of Current Gamified
Applications Will Fail to Meet
Business Objectives
*Gartner, 20...
WHOIS
DOINGIT
WELL?
RETAIL
NIKE+
RESULT: 5 MILLION
MEMBERS AND
GROWING
AIRLINES
VIRGINVELOCITY
INSIGHT:
STATUS CAN BE OF A GREATER
VALUE THAN MONEY
SOLUTION:
A ‘GAME’ YOU CAN EASILY JOIN
WITH A...
AIRLINES
VIRGINVELOCITY
GAME FEATURES:
✓STATUS
✓SCOREBOARD
✓RULES
✓LEVELS
MOTIVATION TO PLAY =
REAL REWARDS
RESULT: 3 MILL...
DOTCOM
LINKEDIN
SOLUTION: HIGHLIGHT BENEFITS OF COMPLETION.
MOTIVATE THROUGH GAME MECHANICS.
SHOW PROGRESS AND REWARD EACH...
TECH/B2B
IBMINNOV8
INSIGHT: LEARNING ABOUT BPM IS A
MUNDANE TOPIC
SOLUTION: WRAP LEARNING INTO A
GAMING ENVIRONMENT TO MAK...
IT
SAMSUNGNATION
INCREASED TIME ON
SITE, UGC, SHOPPING
CART CLICKS
SCIENCE
FOLDIT
AFTER 15 YEARS
RESEARCH, SOLVED AN
AIDS CAUSING VIRUS
IN 10 DAYS
HOW
CANI
DOIT?
STEP 1: KNOW YOUR AUDIENCE
STEP 2: DEFINE YOUR BUSINESS OBJECTIVES
STEP 3: DEFINE YOUR PLAYER OBJECTIVES
STEP 4: CHOOSE YO...
STEP1
DEFINEYOURAUDIENCE
DO THEY FIT A
PROFILE LIKELY
TO ADOPT
GAMIFICATION?
STEP2
DEFINEYOURBUSINESSOBJECTIVES
SHORT TERM
vs
LONG TERM
STEP3
DEFINEYOURPLAYEROBJECTIVES
INTRINSIC
MOTIVATION
vs
EXTRINSIC
MOTIVATION
STEP4
CHOOSEYOURPLATFORM
OUT OF THE BOX PLATFORM
CUSTOMISE A NON-GAME PLATFORM
BESPOKE BUILD
USE A PRE
PACKAGED
GAMIFICATION
PLATFORM
CUSTOMISEA
NONGAME
PLATFORM
BUILD
YOUR
OWN
STEP5
GETYOURGAMEON
TEST
LEARN
OPTIMISE
MEASURES
ENGAGEMENT PRE AND POST IMPLEMENTATION
RETURN VISITORS
POWER USERS
ACHIEV...
FURTHERREADING
RESOURCESTOHELPYOUGETSTARTED
WEBSITES & BLOGS
GAMIFICATION.CO
BADGEVILLE.COM
BUNCHBALL.COM
HARVARD BUSINESS...
WHAT IT IS
WHY I SHOULD DO IT
WHO’S DOING IT WELL
HOW I CAN DO IT ✓
NOW I KNOW....
THANK YOU
DOWNLOAD THIS PRESENTATION
SLIDESHARE.COM/PUSHERAGENCY
follow us @pushersocial
FOR MORE INFORMATION CONTACT US ON
+61 2 9356 1500 kim.hopwood@pusher.com.au
Pusher Sydney
Top Floor 63 William St
East Sy...
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Is Gamification Right for Me?

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Gamification is yet another buzzword to add to the ever growing list. But is it actually useful for brands? In this presentation we'll look at how the principles of gaming apply to digital marketing, using real world examples, along with a 5 step checklist to find out if gamification is right your organisation.

Is Gamification Right for Me?

  1. 1. IS GAMIFICATION RIGHT FOR ME? @pushersocial kim@pusher.com.au
  2. 2. PUSHER IS A DIGITAL CREATIVE AGENCY IN SYDNEY + BRISBANE SHAMELESSPLUG THINKERS OF DIGITAL IDEAS AND MAKERS OF DIGITAL STUFF
  3. 3. WHAT IS IT WHY SHOULD I DO IT WHO’S DOING IT WELL HOW CAN I DO IT ?
  4. 4. WHATISIT?
  5. 5. GAMIFICATIONISTHE PROCESSOFUSING GAMETHINKING& MECHANICSTO ENGAGEUSERS
  6. 6. THREE MAIN AREAS OF BENEFIT TO CHANGE BEHAVIOUR TO DEVELOP SKILLS TO ENABLE INNOVATION
  7. 7. We are genetically programmed to enjoy games
  8. 8. ACCELERATED FEEDBACK A SCORING SYSTEM SHORT TERM ACHIEVABLE GOALS CLEAR RULES VOLUNTARY PARTICIPATION AGAMENEEDS
  9. 9. The “sweet spot” of gamification Business Objectives Player Objectives +GAMIFICATIONNEEDS
  10. 10. WHY SHOULDI DOIT?
  11. 11. *Gartner, 2011 **M2 research, 2012 THEREIS BELIEF THATIT WORKS
  12. 12. THEREIS EVIDENCETHAT ITWORKS
  13. 13. DOES THAT MEAN IF I ‘DO’ GAMIFICATION I WILL GET AWESOME RESULTS?
  14. 14. Primarily Due to Poor Design 80 Percent of Current Gamified Applications Will Fail to Meet Business Objectives *Gartner, 2012
  15. 15. WHOIS DOINGIT WELL?
  16. 16. RETAIL NIKE+ RESULT: 5 MILLION MEMBERS AND GROWING
  17. 17. AIRLINES VIRGINVELOCITY INSIGHT: STATUS CAN BE OF A GREATER VALUE THAN MONEY SOLUTION: A ‘GAME’ YOU CAN EASILY JOIN WITH ACHIEVABLE LEVELS
  18. 18. AIRLINES VIRGINVELOCITY GAME FEATURES: ✓STATUS ✓SCOREBOARD ✓RULES ✓LEVELS MOTIVATION TO PLAY = REAL REWARDS RESULT: 3 MILLION MEMBERS AND GROWING
  19. 19. DOTCOM LINKEDIN SOLUTION: HIGHLIGHT BENEFITS OF COMPLETION. MOTIVATE THROUGH GAME MECHANICS. SHOW PROGRESS AND REWARD EACH STEP TO COMPLETION. INSIGHT: USERS TOO LAZY TO COMPLETE PROFILE
  20. 20. TECH/B2B IBMINNOV8 INSIGHT: LEARNING ABOUT BPM IS A MUNDANE TOPIC SOLUTION: WRAP LEARNING INTO A GAMING ENVIRONMENT TO MAKE IT MORE FUN RESULT: NOW IBM’S TOP LEAD GENERATOR
  21. 21. IT SAMSUNGNATION INCREASED TIME ON SITE, UGC, SHOPPING CART CLICKS
  22. 22. SCIENCE FOLDIT AFTER 15 YEARS RESEARCH, SOLVED AN AIDS CAUSING VIRUS IN 10 DAYS
  23. 23. HOW CANI DOIT?
  24. 24. STEP 1: KNOW YOUR AUDIENCE STEP 2: DEFINE YOUR BUSINESS OBJECTIVES STEP 3: DEFINE YOUR PLAYER OBJECTIVES STEP 4: CHOOSE YOUR PLATFORM STEP 5: TEST LEARN OPTIMISE
  25. 25. STEP1 DEFINEYOURAUDIENCE DO THEY FIT A PROFILE LIKELY TO ADOPT GAMIFICATION?
  26. 26. STEP2 DEFINEYOURBUSINESSOBJECTIVES SHORT TERM vs LONG TERM
  27. 27. STEP3 DEFINEYOURPLAYEROBJECTIVES INTRINSIC MOTIVATION vs EXTRINSIC MOTIVATION
  28. 28. STEP4 CHOOSEYOURPLATFORM OUT OF THE BOX PLATFORM CUSTOMISE A NON-GAME PLATFORM BESPOKE BUILD
  29. 29. USE A PRE PACKAGED GAMIFICATION PLATFORM
  30. 30. CUSTOMISEA NONGAME PLATFORM
  31. 31. BUILD YOUR OWN
  32. 32. STEP5 GETYOURGAMEON TEST LEARN OPTIMISE MEASURES ENGAGEMENT PRE AND POST IMPLEMENTATION RETURN VISITORS POWER USERS ACHIEVEMENT LEVELS ATTAINED
  33. 33. FURTHERREADING RESOURCESTOHELPYOUGETSTARTED WEBSITES & BLOGS GAMIFICATION.CO BADGEVILLE.COM BUNCHBALL.COM HARVARD BUSINESS REVIEW GARTNER: BRIAN BURKE BOOKS REALITY IS BROKEN GAME MECHANICS
  34. 34. WHAT IT IS WHY I SHOULD DO IT WHO’S DOING IT WELL HOW I CAN DO IT ✓ NOW I KNOW....
  35. 35. THANK YOU DOWNLOAD THIS PRESENTATION SLIDESHARE.COM/PUSHERAGENCY follow us @pushersocial
  36. 36. FOR MORE INFORMATION CONTACT US ON +61 2 9356 1500 kim.hopwood@pusher.com.au Pusher Sydney Top Floor 63 William St East Sydney NSW 2010 Pusher Brisbane Top Floor 22 Ross St Newstead QLD 4102

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