Demystifying Gamification
Chandar Pattabhiram, VP of Worldwide Marketing, Badgeville
(chandar@badgeville.com)
Gartner:
70% of Global 2000 will have
at least one “gamified”
application by 2014
WHAT IS GAMIFICATION?
It’s buzzword central, but don’t get lost in the noise
It’s not games
It all starts
with a single objective…
How do I get more people to
do more stuff more often?
IT’S ABOUT MOTIVATING PEOPLE
Helping your customers and employees feel…
Socially Valued
SuccessfulSmart
Structured
Intrins...
ENHANCING WHAT YOU’VE GOT
By layering more engaging experiences on top
of your existing applications
That Reach Customers
...
ENGAGEMENT MECHANICS
Reward users, elevate their status, and give them context
Examples
Rewarding Users - Game Mechanics
D...
BADGEVILLE
Serving 250+ World-Class Brands Across 20+ Industries
Create more customer
advocates & increase
retention
SOCIAL LOYALTY - SAMSUNG NATION
Social loyalty program rewards customers who advocate
for key products and contribute valu...
REAL RESULTS
With Badgeville, Samsung quadrupled number of customer advocates
4x
More
Customer
Advocates
6x
More buy
click...
COMMUNITY - MARKETO
Engagement lowers support costs and bolstered reputations
36%
MORE
IDEAS
71%
DAILY
ACTIVITIES
Increase employee
productivity & performance
LEARNING – KAPLAN UNIVERSITY
Reputation and peer recognition enhanced course quality
60%
CHOSE
HARDER
COURSE
WORK
9%
HIGHE...
COLLABORATION - EMC
Supercharged community engagement and retention
30%
RETENTION
41%
VIDEOS
WATCHED
BEHAVIOR DATA = BIG DATA
It’s a closed loop system of engagement…
Track & Analyze
Behaviors
• Badgeville’s Behavior Analyt...
Summary
Gamification on a Napkin:
• Getting more people to do more stuff more often
• Customers, employees, partners
• Why...
THANK YOU!
• chandar@badgeville.com
CRITICAL INVESTMENTS
In customer and employee technologies
In SEM
In Online
Ad Spend$40B
$26B In Marketing
Software$25B In...
DESPITE THESE INVESTMENTS
Cusomers don’t participate
in communities72%
Customers inactive in
loyalty programs55%
We face a...
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Demystifying Gamification by Chandar Pattabhiram, VP of Worldwide Marketing, Badgeville

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Badgeville makes it easy for marketers, site owners and brands to increase user loyalty and engagement by leveraging techniques from game mechanics and social media to create highly immersive online experiences by driving user behavior and optimizing user engagement with advanced real-time analytics.

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Demystifying Gamification by Chandar Pattabhiram, VP of Worldwide Marketing, Badgeville

  1. 1. Demystifying Gamification Chandar Pattabhiram, VP of Worldwide Marketing, Badgeville (chandar@badgeville.com)
  2. 2. Gartner: 70% of Global 2000 will have at least one “gamified” application by 2014
  3. 3. WHAT IS GAMIFICATION? It’s buzzword central, but don’t get lost in the noise It’s not games
  4. 4. It all starts with a single objective…
  5. 5. How do I get more people to do more stuff more often?
  6. 6. IT’S ABOUT MOTIVATING PEOPLE Helping your customers and employees feel… Socially Valued SuccessfulSmart Structured Intrinsic Rewarded Extrinsic Discovering new things & proving knowledge Winning & besting competition Earning elevated reputation, status or prestige Finding purpose & direction Getting stuff they want
  7. 7. ENHANCING WHAT YOU’VE GOT By layering more engaging experiences on top of your existing applications That Reach Customers And Employees
  8. 8. ENGAGEMENT MECHANICS Reward users, elevate their status, and give them context Examples Rewarding Users - Game Mechanics Deliver achievements and instant recognition for key behaviors Elevate their Status - Reputation Mechanics Elevate user rank, status and expertise Connect them - Social Mechanics Surface behaviors and achievements in context
  9. 9. BADGEVILLE Serving 250+ World-Class Brands Across 20+ Industries
  10. 10. Create more customer advocates & increase retention
  11. 11. SOCIAL LOYALTY - SAMSUNG NATION Social loyalty program rewards customers who advocate for key products and contribute valuable content
  12. 12. REAL RESULTS With Badgeville, Samsung quadrupled number of customer advocates 4x More Customer Advocates 6x More buy clicks 3x More Reviews, comments , & UGC
  13. 13. COMMUNITY - MARKETO Engagement lowers support costs and bolstered reputations 36% MORE IDEAS 71% DAILY ACTIVITIES
  14. 14. Increase employee productivity & performance
  15. 15. LEARNING – KAPLAN UNIVERSITY Reputation and peer recognition enhanced course quality 60% CHOSE HARDER COURSE WORK 9% HIGHER GRADES 155% TIME SPENT IN CLASS
  16. 16. COLLABORATION - EMC Supercharged community engagement and retention 30% RETENTION 41% VIDEOS WATCHED
  17. 17. BEHAVIOR DATA = BIG DATA It’s a closed loop system of engagement… Track & Analyze Behaviors • Badgeville’s Behavior Analytics Design & Update Your Mechanics • Game, Reputation, Social Apply to User Experience • Website, Social Media Channel, Mobile App YOUR USER
  18. 18. Summary Gamification on a Napkin: • Getting more people to do more stuff more often • Customers, employees, partners • Why do it: • Increase your customer advocates who spend up to 10x more • Increase employee productivity and retention • www.badgeville.com for more examples
  19. 19. THANK YOU! • chandar@badgeville.com
  20. 20. CRITICAL INVESTMENTS In customer and employee technologies In SEM In Online Ad Spend$40B $26B In Marketing Software$25B In HR & Learning Software$15BIn software spend last five years$1T In Social Software In CRM Software$12B $1BIn Online Communities$1.5B
  21. 21. DESPITE THESE INVESTMENTS Cusomers don’t participate in communities72% Customers inactive in loyalty programs55% We face an engagement crisis with our customers & employees Sources: Colloquy, Gartner, Kiss Metrics Average adoption of enterprise apps50% Employees not engaged70%
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