Gamification: How to Level Up Consumer Engagement

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Gamification trends (and hype), why game mechanics drive engagement, case studies, platforms, metrics, and how to gamify anything

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Gamification: How to Level Up Consumer Engagement

  1. 1. GamificationLevel Up Consumer Engagement Shaun Quigley VP, Digital Practice Director  squigley@brunnerworks.com 412.995.9500   Brunnerworks.com BHiveLab.com @squigster #ForTheWin
  2. 2. Automatic ContentRecognition Augmented Reality Showrooming Near Field Communication
  3. 3. My tailgate isbetter thanyour tailgate!
  4. 4. Agenda!1. Trends (and hype)2. Why game mechanics drive engagement3. Case studies4. Platforms5. Gamify Anything6. Metrics
  5. 5. GamificationLevel Up Consumer Engagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500
  6. 6. GamificationTrends (and hype)
  7. 7. What is it?Gamification applies game mechanics to non-game activitiesto drive engagement and solve problems
  8. 8. What’s driving it?
  9. 9. What’s driving it?
  10. 10. What’s driving it?
  11. 11. What’s driving it?
  12. 12. What’s driving it?
  13. 13. What’s driving it?
  14. 14. What’s driving it?
  15. 15. What’s driving it?
  16. 16. What’s driving it?HELLO, I amimpervious toyour advertising
  17. 17. What’s driving it?
  18. 18. What’s driving it? Rise in social gaming Rise in mobile-social technology adoption Less attention from consumers Cuts across industries Familiar to consumers
  19. 19. What is it?Gamification applies game mechanics to non-game activitiesto drive engagement and solve problems
  20. 20. It ain’t no game How we make things in theGamification world (non-game activities) more engagingAdvergaming Games created specifically for marketing purposes Games Games we play as kids and adults
  21. 21. 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)
  22. 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. 23. game mechanics Appointments Points Levels Challenges Virtual Goods LeaderboardsGifting and Charity
  24. 24. Game mechanics impact behavior bysatisfying fundamental human desires Graphic: bunchball.com
  25. 25. Motivate through psychology
  26. 26. Motivate through psychology Motivations Ability Persuasive  Triggers Technology Behavior Change Satisfy Human  Gaming fundamental human Psychology Trends  Aided by mobile-social desires technology
  27. 27. Non Compliancecompliance
  28. 28. GamificationGame mechanics
  29. 29. Appointmentyesterday today
  30. 30. Appointmentsyesterday today
  31. 31. Pointsyesterday today
  32. 32. Levelsyesterday today
  33. 33. Levelsyesterday today
  34. 34. Challengesyesterday today
  35. 35. Badgesyesterday today
  36. 36. Leaderboardsyesterday today
  37. 37. Gifting/Charityyesterday today
  38. 38. Game mechanics change behavior bysatisfying fundamental human desires Graphic: bunchball.com
  39. 39. GamificationPlatforms
  40. 40. Platforms
  41. 41. Rewards for reviews!
  42. 42. Buffalo Wild Wings+ +
  43. 43. Buffalo Wild Wings + +• Well-trained staff • Good consumer • Simple platform• Good marketing connection • Good timing
  44. 44. Goals
  45. 45. Challenge
  46. 46. Customization
  47. 47. Results20,000 challenges184,000unique players 1 in 3 played again, averaging 7 challenges per player 100MMsocial media impressions
  48. 48. recipe for success Objectives Success metrics Audience Hot IdeaSpicy game mechanicsAppetizing Promotion
  49. 49. Clarify your objectives• increase value per purchase• drive new product/service adoption• acquire/segment users• get feedback• increase compliance• train staff• improve customer service
  50. 50. GamificationLet’s Play!
  51. 51. Make it a game!1. Decide on a topic2. Pick an audience3. Define player motivations4. Define your victory conditions5. Set the rules for the game6. Make it social
  52. 52. Audience• Who are they?• What are their attitudes?• What motivates them?• How do you want them to behave?
  53. 53. Audience• Who is the consumer?• What are their motivations?• What are their current attitudes?• How do you want them to behave?
  54. 54. Player motivations• Competition• Mastery• Free• Winning• Affiliation• Power• Loyalty• Curiosity
  55. 55. Choose win condition• Rescue/escape• Victory points• Checkpoint• Race• Territory Control• Capture• Survival• Elimination
  56. 56. Set rules• Points (+/-)• Levels• Reward schedule• Auction• Risk• Variable challenge• Time• Loss aversion• Risk• Luck
  57. 57. Make it social• Social Status• Collecting• Achievement• Feedback• Collaboration• Leaderboard• Gifting• Customization
  58. 58. Challenges = Achievement
  59. 59. “Dare to quit smoking” Topic: Smoking Audience: Smokers who want to quit Motivation: Achievement, Acceptance Victory Condition: Quit Mechanics Variable, customization, badges, gifting
  60. 60. Nike+Topic:RunningAudience:Runners who listen to musicMotivation:Competition, Mastery,AchievementVictory Condition:Goal achievementMechanicsChallenge, customization,feedback
  61. 61. Time2Brush!Topic:Brush your teethAudience:KidsMotivation:Instant gratification, winningVictory Condition:CheckpointsMechanicsChallenge, customization,feedback
  62. 62. Enterprise gamification Topic: Better serve your customers Audience: Developers Motivation: Power, competition, mastery Victory Condition: Victory points, race Mechanics Social points, leaderboard, achievement, communal collaboration
  63. 63. GamificationMetrics
  64. 64. 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?
  65. 65. What brands expect
  66. 66. Brand awareness Perceptions Awareness Recall Web interaction Brand buzz (social) Consideration Program enrollment Offer response rates Coupon redemption Trial  Sales conversion CRM Segmentation Customer satisfaction Loyalty  Pass-along Net promoter score Advocacy  Virality
  67. 67. AwarenesseScore Consideration Trial RecencyFrequencyDuration Loyalty ViralityRatings Advocacy 
  68. 68. Lipstick on a pig?
  69. 69. Thanks!Shaun QuigleyVP, Digital Practice Directorsquigley@brunnerworks.com@squigster412.995.9500Brunnerworks.comBHiveLab.com
  70. 70. GamificationLevel Up Consumer Engagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500
  71. 71. The Valentine’s Game Topic: Valentine’s day Audience: YOU! Motivations Reward Victory Condition: Victory points Mechanics Appointment, gifting , communal collaboration, Turns/randomizers
  72. 72. Thanks!Shaun QuigleyVP, Digital Practice Directorsquigley@brunnerworks.com@squigster412.995.9500Brunnerworks.comBHiveLab.com

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