1. Gamification
Level Up Consumer Engagement
Shaun Quigley
VP, Digital Practice Director
squigley@brunnerworks.com
412.995.9500
Brunnerworks.com
BHiveLab.com
@squigster #ForTheWin
19. What’s driving it?
Rise in social gaming
Rise in mobile-social technology
adoption
Less attention from consumers
Cuts across industries
Familiar to consumers
20. What is it?
Gamification applies
game mechanics to
non-game activities
to drive engagement
and solve problems
21. It ain’t no game
How we make things in the
Gamification world (non-game activities)
more engaging
Advergaming
Games created specifically
for marketing purposes
Games Games we play
as kids and adults
22. What is it?
How we make things in the
world (non-game activities)
more engaging
(Business goals helped by game mechanics)
(game mechanics)
(actual games)
Games created specifically
for marketing purposes
(entertainment with a business goal)
Games we play
as kids and adults
(mostly entertainment)
23. What is it?
How we make things in the
world (non-game activities)
more engaging
(Business goals helped by game mechanics)
(game mechanics)
(actual games)
Games created specifically
for marketing purposes
(entertainment with a business goal)
Games we play
as kids and adults
(mostly entertainment)
24. game mechanics
Appointments
Points
Levels
Challenges
Virtual Goods
Leaderboards
Gifting and Charity
25. Game mechanics impact behavior by
satisfying fundamental human desires
Graphic: bunchball.com
27. Motivate through psychology
Motivations
Ability
Persuasive Triggers
Technology
Behavior
Change
Satisfy Human Gaming
fundamental
human Psychology Trends Aided by
mobile-social
desires technology
49. recipe for success
Objectives
Success metrics
Audience
Hot Idea
Spicy game mechanics
Appetizing Promotion
50. Clarify your objectives
• increase value per purchase
• drive new product/service adoption
• acquire/segment users
• get feedback
• increase compliance
• train staff
• improve customer service
52. Make it a game!
1. Decide on a topic
2. Pick an audience
3. Define player motivations
4. Define your victory conditions
5. Set the rules for the game
6. Make it social
53. Audience
• Who are they?
• What are their attitudes?
• What motivates them?
• How do you want them to behave?
54. Audience
• Who is the consumer?
• What are their motivations?
• What are their current attitudes?
• How do you want them to behave?
55. Player motivations
• Competition
• Mastery
• Free
• Winning
• Affiliation
• Power
• Loyalty
• Curiosity
65. 1. What’s the business goal?
2. How will this effort help achieve it?
3. Develop measureable objectives
- Do benchmarks exist?
4. What will be measured?
5. How will it be measured?