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Raf Keusterman on Gamification


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Rafs slides on Gamification: too big to post up on the meetups site

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Raf Keusterman on Gamification

  1. 1. Social Games & Gamification<br />
  2. 2. RAF KEUSTERMANSIndependent ConsultantGlobal Marketing DirectorPlayfish (EA) 2009-2010Marketing Director EMEA (EA) 2008-2009Head of Marketing Western Europe 2005-2008Project Manager & StrategicPlanneratBBDO, Grey and DuvalGuillaume (Publicis Groupe) 1998-2001 / 2002-2005Co-Founder start-up (Cyganet - online communitytools & services)<br />
  3. 3. Games & GamificationTimeline<br />Gamification<br />SocialGames<br />PONG<br />1972<br />2005<br />1994<br />2012<br />2007<br />2010<br />1980’s<br />Brands (re)discoverGames<br />« Golden Age of Arcade<br />Games »<br />XBOX 360<br />PS3<br />
  4. 4. Before 2008:<br /><ul><li>Games = Niche
  5. 5. Big, But ClosedIndustry
  6. 6. Brands & Non-Gamers Not Welcome</li></li></ul><li>Number of gamersexploded:<br />2000: 250M<br />2011: 1B+<br /><ul><li>New fast-growing ‘open’ platforms (Fb, iOS)
  7. 7. Metrics-led design, new generation of gamedevs
  8. 8. Broadband penetration
  9. 9. Free!</li></li></ul><li>Hyped, inflated, but <br />REAL REVENUE<br />
  10. 10. WhyShould You Care?<br /><ul><li>150B minutes spent EVERY MONTH on social games
  11. 11. That’s an average of 10 minutes for everyone on the planet!
  12. 12. Or 3,4M years are spend/wasted on social gameseveryyear.
  13. 13. Wow!
  14. 14. Next-Generation Marketing
  15. 15. Gamification, Social media, Earned Media, Conversational, Metrics-Led Design, Micro-Segmentation</li></li></ul><li>Social games = (much) bigger than primetime TV shows<br />
  16. 16. A diverse audience<br /><ul><li>7 to 77
  17. 17. F > M
  18. 18. 30+
  19. 19. ‘Non-Gamers’</li></li></ul><li>Brands Are Welcome!<br />
  20. 20. HugeGrowth+ High (Perceived) Engagement + Big $$ + New Generation of Game Developers = Brands and Non-Gamecompanies are gettinginterestedin Games.<br />
  21. 21. Gamification!<br />Gamification is the use of game mechanics for non-game applications.<br />Game mechanics:<br />Level structure<br />Reward (feedback) systems: points, badges, …<br />Competitiveelements (leaderboards, tournament)<br />Appointmentmechanics<br />Virtual currency<br />
  22. 22. Gamification: two main schools of thought<br />« Certain gamemechanicscanwork as a STANDALONE solution outside a gameenvironment. <br />E.g. using ‘levels’ canbe a great solution to structure content or complexprocesses. <br />Usinggamemechanicsdoesn’tmeansomethingneeds to look or feellike a game.»<br />« Gamesonlyworkbecause all the differentelements TOGETHER makeit an engagingexperience; narrative, character & level design, art style, sound, gameplay and gamemechanics. <br />You can’tjusttake one of thoseelementout of it and hopeit has the same impact on engagement. »<br />
  23. 23. Criticism: <br />‘Pointsification’<br />Fluffymetrics (‘engagement’)<br />Re-inventingloyaltysystems<br />Uglyword<br />Most gamificationprojects are glorifiedloyalty programs.<br />Strange, most (social) gamessucksatretainingusers:<br />60-70% neverreturnsafter first game session <br />Only 15-20% still active 30 daysafterinstalling the game<br />
  24. 24. But… somegamemechanicscanworkoutsidegames!<br />Use Levels to structure content, processes<br />Make a registration process (or taxform) easier & more fun<br />Break down stuff in little, chewable bits<br />Feedback loops (direct/indirect) increasevelocity of user feedback<br />Understand drop-out points, funnelleaks<br />Fail fast & cheap. Learn. Iterate.<br />‘Status’ isextremelypowerful.<br />
  25. 25. And Even Badges Can Work!<br />Nothing New<br />Relevant if thereis a context/meaning<br />
  26. 26. Raf Keustermans<br /><br /><br />