© AIPMM 2014 www.aipmm.com
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© AIPMM 2014 www.aipmm.com
© AIPMM 2014 www.aipmm.com
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AIPMM offers globally recognized certifications:
• Certified Product Manag...
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Use
AIPMM: #AIPMM
ProdBOK: #ProdBOK
Follow
Jose Briones: @Brioneja
AIPMM: @AIPMM
Hector Del Cas...
© AIPMM 2014 www.aipmm.com
Participate and Win!
A lucky winner will get a free
copy of the Guide to the
Product Management...
© AIPMM 2014 www.aipmm.com
Today’s Speaker
Moderator:
Hector Del Castillo, CPM, CPMM
Presenter:
Jose A. Briones, Ph.D.
Sen...
Jose A. Briones, Ph.D.
C-Level Advisors
Twitter: @Brioneja
AIPMM Webinar
March 28, 2014
Outline
 Many people hear about gamification and think that it
is not applicable to their work since they do not work
in ...
What is Gamification?
 Gamification, or the use of game elements to
promote desired behaviors among customers and
employe...
Market Size
 Market research firms MarketandMarkets
and M2, estimate the global market for
gamification apps and services...
Market Trends
 IEEE Experts Predict Gaming Will Be
Integrated Into More than 85 Percent of
Daily Tasks by 2020
 Industri...
Market Trends
 Gamification represents the intersection of
4 megatrends:
 The explosion of social media usage,
 The mob...
History
 Foursquare is the most well-
known mobile gamification
 Early in its history, Foursquare
spurred user acquisiti...
Gamification: SIMS
Dropbox
Dropbox History
 Dropbox was the first to perfect cloud storage for
consumers and reaped the benefits – user numbers
leap...
Storage Pricing
Dropbox Google Drive
GB $/month $/month
100 $ 9.99 $ 4.99
200 $ 19.99 $ 9.99
400 $ 19.99
500 $ 49.99
1 TB ...
Dropbox Gamification Approach
Dropbox Gamification
 Dropquest is a game
in which you have to
complete a series of
riddles, tasks and
puzzles, and if yo...
Box.net
Box.net Promotions
In mid-2012, Box raised $125 million from General Atlantic and
some of the company's previous backers, ...
Yesware
 Yesware is another good example of growth through
gamification and word of mouth.
 It is a G-mail add on for cu...
Gamification: CandyCrush
Candy Crush Social Gamification
 Candy Crush Saga was the most lucrative iOS game
in the world in May, and the second mos...
Social Inventory
 iTrackMine (Web, Mobile Web)
 Mine (iPhone, Web)
 Mine (Google plus/Android)
 Delicious (Web App for...
Siemens Gamification Case Study
 In March of 2011, the Siemens team
launched Plantville. This online game simulates the
e...
CRM Adoption Case Study
 Users of Customer Relationship Management (CRM)
systems face an adoption and usage challenge.
 ...
www.Brioneja.com
Twitter: @Brioneja
Gamification Do’s and Don’ts
– Scot Harris
Don’t: Do:
• Throw badges and points at an
...
Mechanics-Dynamics-Aesthetics (MDA)
Framework
 Tool used to analyze games.
 It formalizes the consumption of games by
br...
Octalysis Framework – Yu Kai Chou
 8 Core Drives of Gamification
Summary
 Consumers are no longer attracted by the novelty of
competing for virtual badges and intangible rewards.
 Gamif...
References
 Master Gamification: Customer
Engagement in 30 Days
 Scot Harris
 Kevin O’Gorman
www.Brioneja.com
Twitter: ...
© AIPMM 2014 www.aipmm.com
Q & A
Moderator:
Hector Del Castillo, CPM, CPMM
Presenter:
Jose A. Briones, Ph.D.
Senior Consul...
© AIPMM 2014 www.aipmm.com
Upcoming Courses
Course & Location Dates Days Time
CPM® Certification Prep Course & Exam
Seattl...
© AIPMM 2014 www.aipmm.com
Athens, Greece
Belgrade, Serbia
Athens, Greece
Follow the links above for more information, or ...
© AIPMM 2014 www.aipmm.com
Athens, Greece
Belgrade, Serbia
Upcoming Courses
Follow the links above for more information, o...
© AIPMM 2014 www.aipmm.com
Free Coaching Session
If you are looking to accelerate your career in
product management and ma...
© AIPMM 2014 www.aipmm.com
Please Join Us Again!
How Software Analytics Can Improve Your Products April 4, 12 pm ET
AIPMM ...
Improve Product Design and Increase Sales Through Gamification
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Improve Product Design and Increase Sales Through Gamification

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Many people hear about gamification and think that it is not applicable to their work since they do not work in the gaming industry. However, companies like Dropbox and others have proven that gamification is applicable to any industry, product or service. This session will discuss how to use gamification within your company to generate ideas, improve product design and increase sales. Recent examples of successful gamification concepts will be shown.

About the Speaker:
Dr. Jose A. Briones is a Sr. Consultant with C-Level Advisors a team of senior level experts and analysts that work with companies in developing business strategy, acquiring and integrating companies, creating alliances, creating go-to-market strategies, and designing product portfolios. He has 20 years of commercial and technical experience in the manufacturing and technology industries, holding positions in the areas of marketing, innovation, sales, engineering and R&D.

Dr. Briones areas of expertise include: Innovation Management, Product Development, Business Model Assessments, Product Value Analysis, Probabilistic Forecasting and Social Media. He has a Ph.D. in Chemical Engineering from Clemson University and an MBA from Wharton Business School.

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Improve Product Design and Increase Sales Through Gamification

  1. 1. © AIPMM 2014 www.aipmm.com www.aipmm.com
  2. 2. © AIPMM 2014 www.aipmm.com
  3. 3. © AIPMM 2014 www.aipmm.com AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®)
  4. 4. © AIPMM 2014 www.aipmm.com Use AIPMM: #AIPMM ProdBOK: #ProdBOK Follow Jose Briones: @Brioneja AIPMM: @AIPMM Hector Del Castillo @hmdelcastillo Tweet!
  5. 5. © AIPMM 2014 www.aipmm.com Participate and Win! A lucky winner will get a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) Must be present to win!
  6. 6. © AIPMM 2014 www.aipmm.com Today’s Speaker Moderator: Hector Del Castillo, CPM, CPMM Presenter: Jose A. Briones, Ph.D. Senior Consultant C-Level Advisors Email: brioneja@spyrotek.com Twitter: @Brioneja
  7. 7. Jose A. Briones, Ph.D. C-Level Advisors Twitter: @Brioneja AIPMM Webinar March 28, 2014
  8. 8. Outline  Many people hear about gamification and think that it is not applicable to their work since they do not work in the gaming industry.  However, companies like Dropbox and other have proven that gamification is applicable to any industry, product or service.  This session will discuss how to use gamification in your company to generate ideas, improve product design and increase sales.  Recent examples of successful gamification concepts will be shown. www.Brioneja.com Twitter: @Brioneja
  9. 9. What is Gamification?  Gamification, or the use of game elements to promote desired behaviors among customers and employees, has been a popular business strategy for decades.  The always-on mobile age and integration with social networks has vastly expanded opportunities for gamification.  Gamification is design that places the most emphasis on human motivation in the process. In essence, it is Human-Focused Design (as opposed to “function-focused design”). www.Brioneja.com Twitter: @Brioneja
  10. 10. Market Size  Market research firms MarketandMarkets and M2, estimate the global market for gamification apps and services in between $400 & $500 million by the end of 2013.  M2 Research projects the market to grow to $2.8 billion by 2016.  An assessment by Gartner estimates that more than 70% of Global 2000 companies will use at least one gamified application by 2014. www.Brioneja.com Twitter: @Brioneja
  11. 11. Market Trends  IEEE Experts Predict Gaming Will Be Integrated Into More than 85 Percent of Daily Tasks by 2020  Industries like healthcare, business and education will be integrating gaming elements into standard tasks and activities, making us all gamers.  People will accrue points for regular tasks and each person’s point cache will influence their position in society, and compliment their monetary wealth. www.Brioneja.com Twitter: @Brioneja
  12. 12. Market Trends  Gamification represents the intersection of 4 megatrends:  The explosion of social media usage,  The mobile revolution,  The rise of big data  The emergence of wearable computing.  Marketers, enterprises & governments are using gamification to achieve and expand their goals. www.Brioneja.com Twitter: @Brioneja
  13. 13. History  Foursquare is the most well- known mobile gamification  Early in its history, Foursquare spurred user acquisition and engagement with its focus on competition and rewards.  But Foursquare has drifted away from this gamification dimension  “The demise of superficial gamification” www.Brioneja.com Twitter: @Brioneja
  14. 14. Gamification: SIMS
  15. 15. Dropbox
  16. 16. Dropbox History  Dropbox was the first to perfect cloud storage for consumers and reaped the benefits – user numbers leapt from 5m in 2010 to 25m in 2011, reaching 100m last year and 175m today.  Over $500 million in revenues  96% of its customers use the service free  $125/paid customer/yr.  A 2012 US survey by Forrester Research found that 14% of online adults had used back-up or storage services, with Dropbox the most popular claiming more than 25% of the market, followed closely by Apple’s iCloud.  Claims a presence in more than 2 million businesses, including 95 percent of the Fortune 500.  Dropbox raised $250 million at a $4 billion valuation from investors including Index Ventures, Sequoia, Greylock, Benchmark, and Accel, among others www.Brioneja.com Twitter: @Brioneja
  17. 17. Storage Pricing Dropbox Google Drive GB $/month $/month 100 $ 9.99 $ 4.99 200 $ 19.99 $ 9.99 400 $ 19.99 500 $ 49.99 1 TB $ 49.99
  18. 18. Dropbox Gamification Approach
  19. 19. Dropbox Gamification  Dropquest is a game in which you have to complete a series of riddles, tasks and puzzles, and if you manage to do so, you win a 1GB addition to your Dropbox storage space for life.
  20. 20. Box.net
  21. 21. Box.net Promotions In mid-2012, Box raised $125 million from General Atlantic and some of the company's previous backers, valuing Box at between $1.2 to 1.5 billion
  22. 22. Yesware  Yesware is another good example of growth through gamification and word of mouth.  It is a G-mail add on for customer management and tracking. Grew to 100,000 users the first year via a Freemium model that had a limited number of tracking events for free users, but awarded you more if you invited new users.
  23. 23. Gamification: CandyCrush
  24. 24. Candy Crush Social Gamification  Candy Crush Saga was the most lucrative iOS game in the world in May, and the second most lucrative on Android, according to analytics firm App Annie.  It has helped King reach more than 70m daily active players on Facebook and mobile devices across all its games.  Why are people playing (and paying) for Candy Crush Saga, a game that looks to be an unoriginal clone of many other games? ○ Candy Crush Android installs 50,000,000 - 100,000,000 ○ Bejeweled Blitz Android installs: 1,000,000 - 5,000,000  If social games had an Academy Awards, Candy Crush Saga would deserve an Oscar for “Best Level Design in a Freemium Game”
  25. 25. Social Inventory  iTrackMine (Web, Mobile Web)  Mine (iPhone, Web)  Mine (Google plus/Android)  Delicious (Web App for Mac)
  26. 26. Siemens Gamification Case Study  In March of 2011, the Siemens team launched Plantville. This online game simulates the experience of being a plant manager. Players are challenged to maintain operation of their plant while improving productivity, efficiency and facility health.  23,000 engineering professionals have spent approximately 14 minutes with the game every time they visit the site.  Build brand awareness  Engage customers and prospects  Help employees better understand the scope of the organization  Recruit future engineers (there is a dearth in the manufacturing industry)  Showcase thought leadership in sustainability and productivity, as well as the breadth and depth of products and services www.Brioneja.com Twitter: @Brioneja
  27. 27. CRM Adoption Case Study  Users of Customer Relationship Management (CRM) systems face an adoption and usage challenge.  50% of all CRM implementations fail.  Badgeville implemented a “Big Game Hunter” program for Salesforce.com to increase usage and engagement with the system.  Sales people started out at “Chicken Hunters” and worked their way up to bigger and bigger game statuses, as they utilized more and more of the CRM system’s features.  For one customer, compliance increased over 40%. www.Brioneja.com Twitter: @Brioneja
  28. 28. www.Brioneja.com Twitter: @Brioneja Gamification Do’s and Don’ts – Scot Harris Don’t: Do: • Throw badges and points at an existing program and say its “gamified” • Gamification requires strategy, thoughtful planning and really knowing your player • Isolate your player’s experience • Social is critical to gamification success • Assign the gamification task to your B team • Gamification is hard – it requires smart, driven people to make it work • Give short shrift to the design • All elements (Mechanics, Dynamics and Aesthetics) need to come together for gamification success
  29. 29. Mechanics-Dynamics-Aesthetics (MDA) Framework  Tool used to analyze games.  It formalizes the consumption of games by breaking them down into three components:  Mechanics: Base components of the game - its rules, every basic action the player can take in the game, the algorithms and data structures in the game engine  Dynamics: Run-time behavior of the mechanics acting on player input and "cooperating" with other mechanics  Aesthetics: Emotional responses evoked in the player - joy, frustration, fantasy, fellowship www.Brioneja.com Twitter: @Brioneja
  30. 30. Octalysis Framework – Yu Kai Chou  8 Core Drives of Gamification
  31. 31. Summary  Consumers are no longer attracted by the novelty of competing for virtual badges and intangible rewards.  Gamified experiences must add real value to the user's experience, or they will fail to take hold  The right gamification tactics can be used to help with user acquisition, engagement, behavior modification and management, commerce and loyalty, and business learning and innovation on the enterprise level.  The key critical elements of any winning gaming strategy include  Intuitive design,  Behavioral sensibility  Balanced design  Alignment with core business objectives.  Social component
  32. 32. References  Master Gamification: Customer Engagement in 30 Days  Scot Harris  Kevin O’Gorman www.Brioneja.com Twitter: @Brioneja
  33. 33. © AIPMM 2014 www.aipmm.com Q & A Moderator: Hector Del Castillo, CPM, CPMM Presenter: Jose A. Briones, Ph.D. Senior Consultant C-Level Advisors Email: brioneja@spyrotek.com Twitter: @Brioneja
  34. 34. © AIPMM 2014 www.aipmm.com Upcoming Courses Course & Location Dates Days Time CPM® Certification Prep Course & Exam Seattle, WA McLean, VA May 5-6, 2014 June 9-10, 2014 M, T 8:30 am – 5 pm CPMM® Certification Prep Course & Exam Seattle, WA McLean, VA May 7-8, 2014 June 11-12, 2014 W, Th 8:30 am – 5 pm ACPM® Certification Prep Course & Exam Seattle, WA McLean, VA May 9, 2014 June 13, 2014 F 8:30 am – 5 pm For more information, visit: Transform Your Career.
  35. 35. © AIPMM 2014 www.aipmm.com Athens, Greece Belgrade, Serbia Athens, Greece Follow the links above for more information, or contact: certification@aipmm.com. Upcoming Courses
  36. 36. © AIPMM 2014 www.aipmm.com Athens, Greece Belgrade, Serbia Upcoming Courses Follow the links above for more information, or contact: certification@aipmm.com.
  37. 37. © AIPMM 2014 www.aipmm.com Free Coaching Session If you are looking to accelerate your career in product management and marketing, submit the following: • Full Name • Company Name • Email Address • Phone Number Visit: http://bit.ly/1gBFdaD
  38. 38. © AIPMM 2014 www.aipmm.com Please Join Us Again! How Software Analytics Can Improve Your Products April 4, 12 pm ET AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk Call For Speakers: http://www.boldpm.com/call_for_speakers Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/

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