Have you heard about "Gamification"? Well you can actually use it to attract new customers and engage them. I gave this speak in the Mobile Money Americas 2013 that took place in Mexico DF.

1. ANDRE CAVERO
@elnomaiden

2. Everybody loves to play
“Playing is productive. It produces a positive
emotion stronger than the social relations, a
feeling to achieve a goal, and for the players that
are part of a community, the chance to reach clear
goals”
Jane McGonigal, Institute of the Future
(IFTF) Director of Game Research &
Development

3. 70%
Of the top
executives
makes a
recess
everyday so
they can
play
In fact… 72%
Of the
households
play in a video
games console
or with a
computer
Source: Entertainment Software Association | 2011
Sales, Demographic and Usage Data, 2011 PSFK
l The Future of Gaming, 2011
Jane McGonigal l Reality is Broken, 2011

4. 53%
Of the players
have between
18 and 49
years old
18%
Of the players
have less than
18 years
29
%
Of the
players
have more
than 50
years.
58%42%
65%
Are social
players
55
%
Play on a
mobile
device
19%
Pays for
playing online
games
Source: Entertainment Software Association | 2011
Sales, Demographic and Usage Data, 2011 PSFK
l The Future of Gaming, 2011
Jane McGonigal l Reality is Broken, 2011

5. But how can we use
something related to
games, in our everyday
tasks, to get more people
interested in our products?

6. The answer is…
GAMIFICATION
The process of using game
thinking and game elements to
solve problems and engage
users

7. And by that I mean that our
mobile apps can be as fun
and engaging as a game.
That’s
Right!!

8. But is it profitable to be “game-like”?
If you watch the audience that a
game can reach, I think the
answer it’s pretty obvious.
Dec 2012

9. +
+
-
-
Challenge
Skills
Anxiety “Flow”
BoredomApathy
But that is easy for games… Can this
also apply to the mobile businesses?
Gamification is not just a bunch of
badges or a leaderboard on your
mobile business development, it
involves all the strategy behind to
achieve specific goals and finally
engage your customers
YES!

10. So which are the main elements in this
Gamification world?
Constrains
Emotions
Narrative
Progression
Relationships
Dynamics
Mechanics
Components
Dynamics
Big-picture aspects

11. So which are the main elements in this
Gamification world?
Dynamics
Mechanics
Components
Mechanics
Challenges
Chance
Competition
Cooperation
Feedback
Resource Acquisition
Rewards
Transactions
Turns
Win states
Processes that drive
action forward

12. So which are the main elements in this
Gamification world?
Dynamics
Mechanics
ComponentsComponents
Achievements
Avatars
Badges
Boss Fights
Collections
Combat
Content unlocking
Gifting
Leaderboards
Levels
Points
Quests
Social Graph
Teams
Virtual Goods
Specific instantiations
of mechanics and
dynamics

13. Reward Status Achiviment
Self
Expression Competition Altruism
Points
Levels
Challenges
Virtual Goods
Leaderboards
Gifting &
Charity
Human
Desires
Game
Mechanics
Some of this elements can fill some
human desires and complete them.

14. We are all players…
AMBITIOUS
DEFINED AS
Focus in win,
status and
competition
as equals.
RETAINS THEM
WITH
Classifications,
Categories.
WINNERS
DEFINED AS
Focus in status and
achieve objectives
quickly.
RETAINS THEM
WITH
Achievements.
SOCIABLES
DEFINED AS
Focus
socialize, desire for
contacts and
friends.
RETAINS THEM
WITH
News feed, friend
list and chat.
EXPLORERS
DEFINED AS
Focus on explore
and discover the
unknown.
RETAINS THEM
WITH
Complex
achievements.
Richard Bartle

15. Now let see some examples
of what the world it’s been
doing in the Gamification
scenario lately.

16. Happy Foursquare Day!
04/16
The best way to
discover and
share interesting
places with your
friends

17. Mobile payment while engaging
users with promotions, discounts
and prizes.

19. Allow anyone [or
anything] connected to
the internet to move
money quickly, safely &
at the lowest cost
possible.
+ Spots + Proxi
You can
pay to:

21. One of the best examples on
using Gamification to motivate
users on doing certain tasks on
private site.

22. There’s always a…
More Fun way
More Engaging way
More Motivating way
More Meaningful way

23. Any Question?

24. Thank You
@elnomaiden
acavero@e-llama.com