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How games mechanics can drive engagement and have a positive impact on every aspect of society

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  1. 1. Za Social: Gamification & the art of creating engagement<br />27th January 2011<br />
  2. 2. Why are games so special ?<br />
  3. 3. Value of Customer Engagement <br />- Great experiences create evangelist and viral spread <br />
  4. 4. Blissful Engagement<br />- Well designed games are know to provide blissful engagement<br />
  5. 5. The Unexpected Game Frenzy<br />- Recently, games connected to reality have had amazing adoption<br />
  6. 6. Understanding the game fabric <br />
  7. 7. WoW: The Game Fabric<br /><ul><li> Epic meaning
  8. 8. Multiple short / long terms aims
  9. 9. Appointment
  10. 10. Recognition / Reward
  11. 11. Progression
  12. 12. Rapid & frequent feedback
  13. 13. Communal discovery </li></li></ul><li>Pandemic: The Game Fabric<br /><ul><li> Epic meaning
  14. 14. Multiple short / long terms aims
  15. 15. Appointment
  16. 16. Recognition / Reward
  17. 17. Progression
  18. 18. Rapid & frequent feedback
  19. 19. Communal discovery </li></li></ul><li>How gamification is transforming everything<br />
  20. 20. Games are Transforming Society<br />- Game are being used to enhance engagement in all aspects of our lives<br />
  21. 21. Games improving personal lives<br />
  22. 22. Run Keeper<br /><ul><li> Run keeper is a great example of gamification integrated into a health product
  23. 23. It is an iPhone / android app which would record the runners jogging track using GPS
  24. 24. The runner would also be able to track his path, speed, distance covered across runs and measure progress
  25. 25. The app had social integration to publish progress amongst friends
  26. 26. The visual progress dashboard and social integrations have proved to be a great motivators for runners to improve their performance </li></li></ul><li>Health Seeker<br />- Game increased awareness on lifestyle changes amongst diabetes patients<br />
  27. 27. Games enhancing brand engagement<br />
  28. 28. Jimmy Choo Trainer Hunt<br /><ul><li>Real time treasure hunt in London powered by location service foursquare
  29. 29. The jimmy choo trainers were checked-in to different locations for short durations
  30. 30. Participants had to follow the campaign to track trainer locations
  31. 31. If participants arrived to a checked-in location while the trainers were there, they would be rewarded with a trainer of choice
  32. 32. Campaign employed appointment game dynamic </li></li></ul><li>RedBull Scavenger Hunt<br /><ul><li> Real time treasure hunt in SF powered by facebook places
  33. 33. Signed baseball’s by pitcher dropped across San Francisco
  34. 34. Photos of the ball in particular locations shared on contest site
  35. 35. Participants to locate the ball and check-in with code “SF got wings”
  36. 36. Contest employed the appointment game dynamic </li></li></ul><li>Games enhancing product usage<br />
  37. 37. Nissan Leaf<br /><ul><li> Nissan is leveraging game mechanics in its Leaf model to incentivize drivers toward eco-friendly driving
  38. 38. One of the elements on the car dashboard is a tree
  39. 39. The growth of the tree is dependent on how people drive their car. More fuel efficient driving results in an increase in the tree count
  40. 40. The tree is a great visual feedback mechanics which is sure to have a strong emotional connect with the eco-friendly owners of the Toyota lead</li></li></ul><li>Games transforming institutions<br />
  41. 41. Leveling Up Students Through Blogs<br /><ul><li> Classroom game for a course on introduction to internet taught across 3 different campuses
  42. 42. Objective to teach students the value of Blogging
  43. 43. Students to write blog posts as part of course work for each weekly topic
  44. 44. Students were rewarded with extra credit points and badges based on content quality , popularity, etc
  45. 45. Class witnessed quick adoption of Blogging and a strong personal emotional connect with personal blogs </li></li></ul><li>GoSmithsonian Trek<br /><ul><li> The tour of the 9 Smithsonian museums is arranged as a trek game
  46. 46. Quest involves answering 70 questions the answers to which are available in the museums
  47. 47. Time based challenge quests are periodically organized
  48. 48. There are rewards like free iPad, etc </li></li></ul><li>Games transforming community behavior<br />
  49. 49. Macon Bond Money<br /><ul><li> Macon bond money was a game conceptualized to increase social bonding amongst people of Macon town
  50. 50. Each member of the town was given Macon bonds which could be used as currency in local shops.
  51. 51. The catch was that people were given half of the bond noted and had to find the owner of the other half to reimburse of good
  52. 52. People were encouraged to come up with innovative social meet up ideas to find their bond note partners</li></li></ul><li>Games for solving social problems<br />
  53. 53. WWO: World Without Oil Game<br /><ul><li> Games motive was to get people to “play it – before you live it”
  54. 54. The game created a dashboard for signifying how much oil is left simulating that the world was facing an oil crisis
  55. 55. The participants were supposed to alter their oil consumption keeping in mind the data on the dashboard and document their actions
  56. 56. The were points and rewards for actions taken
  57. 57. The game sparked a dialogue and had an impact on the lifestyle of the participants beyond the game </li></li></ul><li>Superstruct: Crowd Source The Future<br /><ul><li> Game defines 5 crisis on issues related food supply, cyber crime, climate change, etc
  58. 58. Participants are supposed to come up with ideas for solutions for these problems
  59. 59. Participants also can vote and comments on others ideas
  60. 60. Points get allocated for ideas and other actions on the community
  61. 61. Game results in some really nice ideas which could be tested to tackle these problems in reality </li></li></ul><li>Games driving social innovation<br />
  62. 62. Urgent Evoke<br /><ul><li>Game launched by world bank to teach social entrepreneurship
  63. 63. Weekly one social problem would be narrated as a graphic novel
  64. 64. Participants would be required to either further investigate, ideate, or act on the social problem mentioned
  65. 65. Points were associated with each action. Only participants who had contributed could move to the next story ( launched a week later)
  66. 66. Participants who crossed all levels were added by world bank to a special committee looking to tackle these issues and also were given access to grants to go out and act on these issues </li></li></ul><li>Ask Us How To Use Games ! <br /> | | @kuliza <br /><br />@ksarda<br />