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Mobile gamification

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This is a presentation I made at Mobile Monday Melbourne on 15 October 2012. The key takeaway is that gamification is an important tool in mobile applications, but it needs to be used creatively and strategically.

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Mobile gamification

  1. 1. Mobile Gamification MobileMondayMelbourne 15 October 2012
  2. 2. Gamification: game elements that driveengagement and interaction in non-gamecontextsGamification: is a process not a set offeaturesDesign is everything
  3. 3. Common game mechanicsfor mobile apps• Leaderboards• Badges• Contests• Challenges• Achievements• Social graph• Location-based• Reputation
  4. 4. The brain on digital games(Re-Mission Game: Stanford University & Hope Labs 2006-2012)123 1. Learning & memory system; feedback processing; emotion 2. Sensory & motor signals; regulate consciousness & alertness 3. Spatial navigation; consolidate short term memory to long term
  5. 5. The business ofmobile gamification• Engagement• Call to action• User retention• Data driven• M-commerce• Advertising• Sponsored rewards• Branded virtual items• Loyalty cards
  6. 6. Empower your users to do great things. Kathy Sierra
  7. 7. Empower through engagement Activity with + Building + Social = 46% higher skills graph purpose retention Fun = 16% higher retention25% increase in-game expenditurein real/virtual goods and services
  8. 8. Average human attention span in gameplay 2000 2012 12 minutes
  9. 9. Implications for mobile apps? 2000 2012 12 minutes 5 seconds
  10. 10. Creating passionate users Kathy Sierra
  11. 11. Example 1: 1 Starbucks 2Customer experience1. Onboarding2. Rewards 5 33. Levels 54. Customisation5. Gifting 4 1
  12. 12. Example 2: McDonalds channel to marketPlay an imbedded wordscramble game to:* engage* raise awareness* try product
  13. 13. Example 3: Mint1. Missions2. Progress bars3. Customisation4. Achievement
  14. 14. Example 4: Zombies RUN!1. Missions2. Story / Narrative3. Progress bars4. Achievement5. Collection6. Geo-location
  15. 15. Example 5: The gamification of sexNovelty Achievement Social media integration (Rhythm, Sound, Duration)Fun Real world reinforcement Social graph
  16. 16. The G-Spot for mobile• Empower users• Solve a problem• Match to your business model• Tailored for your market• Integrated strategy• Testing and iteration
  17. 17. Is your mobile business ready for gamification?
  18. 18. Thank you!Marigo Raftopoulos | marigo@strategicgameslab.com | www.strategicgameslab.com Twitter: @marigo | blog: http://talesfromthecasbah.blogspot.com

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