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Gamification

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Talking about gamification has gotten me into a whole lot of “heated discussions” over the past couple of years. Sometimes it’s with the sort of ahead-of-the-curve professionals who talk at length about the intricate game-play of Call of Duty versus the simple pleasures of Angry Birds; sometimes it’s with more sceptical types who balk at buzzwords and think digital culture is an oxymoron; sometimes it’s with both at the same time.

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Gamification

  1. 1.  Not just digital  Not new  Not building games
  2. 2.  Challenge
  3. 3.  Challenge  Competition
  4. 4.  Challenge  Competition  Winning
  5. 5.     Challenge Competition Winning Completion
  6. 6.  Reward enhances these emotions  Engagement not subject dependent
  7. 7.  Drive motivation  Long and short term  Must be relevant
  8. 8.  Our time is precious  We want to progress  Simple indicators
  9. 9.  Know the customer  Encourages repeat users  Build community
  10. 10.  Community  Problem solving  Team work
  11. 11.  Drive HCP networks  Status based rewards  Transparency
  12. 12.  Shiny prizes aren’t always best  Sustained rewards and engagement
  13. 13.      Ease of use Rewarding Tough, but achievable Online = offline experience It makes running more engaging
  14. 14.     Physical well-being Adherence Community support Team achievements
  15. 15.      Sympathetic Personal stories Personality match Intimacy Loyal users
  16. 16.  Make the serious trivial? No.  Become game developers. No.  Learn from principles? Yes.
  17. 17.  Understand your customer, what makes them tick  Look at offline behaviour to develop an online experience  You know we want to achieve, but what does the visitor want  Let’s be challenging, not daunting  Capture unique metrics
  18. 18.  Contrived  Lack engagement  Distract from content
  19. 19.       Understand what constitutes a ‘win’ Understand the user’s motivation Design for the emotional user Scalable, meaningful rewards Don’t re-invent the wheel Every interaction interesting
  20. 20.     How does this fit with my brand objectives? Is it appropriate for my content? Will it compromise my content? How can I measure success?

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