This is a presentation that COLIN CARDWELL, our CEO, gave at AD:TECH Sydney on 15th

1. GAMIFICATION
Are you ready to play?
COLIN CARDWELL,
CEO
GAMIFICATION

2. GAMIFICATION

3. GAMIFICATION
Are you ready to play?
COLIN CARDWELL,
CEO
GAMIFICATION

4. TODAY
• What is gamification and how can it be used?
• Why now?
• How is it done?
• Some of the challenges
• What are the business benefits?
• Gamification examples
• Questions
GAMIFICATION

5. PLAY ALONG
Hidden in some of the slides in this presentation
is this image
might be more than one per slide
If you can tell me at the end exactly how many times this
image has been shown during the presentation (including this
one), you will win a prize
GAMIFICATION

6. WHAT IS GAMIFICATION?
GAMIFICATION

7. GAMIFICATION IS…
Making non-game activities
more game-like
GAMIFICATION

8. GAMIFICATION IS…
Making things more:
• Fun and Playful
• Rewarding and Engaging
• Exciting and Challenging
• Competitive and Collaborative
• Social and Sharable
GAMIFICATION

9. GAMIFICATION IS…
• Motivating people to do the things you want them to do
• Using the methods that game designers use
• Tracking that activity
• So that we can feedback and continue to motivate
GAMIFICATION

10. CONGRATULATIONS!
You’ve just won an award!
You have just won the Bronze Paying Attention Trophy for
paying attention during this presentation
Well Done You!
Keep paying attention to win the Silver Trophy
GAMIFICATION

11. BROAD RANGE OF APPLICATIONS
• Education, to motivate learners
• Motivate and reward staff
• Change in behaviour at a society level
• Increase customer loyalty and therefore increase sales
and profits
GAMIFICATION

12. IN SMALL WAYS
GAMIFICATION

13. IN BIG WAYS
GAMIFICATION

14. GAMIFICATION

15. CHANGES IN CONSUMER BEHAVIOUR
• The economy has reduced
confidence
• Tending to save more and spend
less
• Tending to buy during ‘sales’
• Growth in buying online, offshore
• Growth in purchase through ‘Daily
Deal’ sites and services
• More propensity to shop around
GAMIFICATION

16. Ad News, April 2011
GAMIFICATION

17. THE BUSINESS RESPONSE
• More sales to tempt the consumer
• Reliance on ‘Daily Deal’ and other promotions
Which has:
• Increased customer acquisition costs
• Increased customer retention costs
• Reduced profit margins
GAMIFICATION

18. MEANWHILE…
…there has been revolution in
the games industry
GAMIFICATION

19. Before the revolution we knew where we stood…
Gamers were young adult males who were anti-social, ate
Pizza, drank Coke by the BIG bottle and had no life. Or maybe…
GAMIFICATION

20. Kids!
And then this happened…
GAMIFICATION

21. GAMIFICATION

22. GAMIFICATION

23. WHY DOES EVERYONE PLAY?
• Play is part of our make up as human beings
• People were playing long before computers were invented
• Computer games have been around so long that most have
grown up with them
We don't stop playing because we grow old; we grow old
because we stop playing.
George Bernard Shaw
GAMIFICATION

24. SOME NUMBERS
• Over 300 new games are uploaded to iTunes every day
• Around half of all apps downloaded are games
• 20 million Facebook Apps are installed by users every
day, more than half of those are games
• More than half of Facebook active users play Facebook
games at least once per week
• There are over 250 million people playing Zynga games
each month
GAMIFICATION

25. WHY MIGHT GAMIFICATION WORK?
• Play is for everyone, not just for kids and young adult
males
• In most situations, fun is better than not fun
• The value in a reward can be much greater than the
value of the reward itself
• People are social and what their friends/family think
matters to them
• Often enough, the difference between choosing one
action/product over another can be tiny
GAMIFICATION

26. GAMIFICATION

27. THE PEOPLE ARE ASKING
When it comes to all the boring things in the world (and for
many, buying things is one of them), the people are
asking…
Why can’t this be fun?
GAMIFICATION

28. HOW IS IT DONE?
GAMIFICATION

29. THE SECRET GAME DESIGNERS
TOOLBOX
GAMIFICATION

30. THE TOOLS
• Points • Levels and Progression
• Leader boards • Badges and Trophies
• Virtual Currency • Social Media Integration
• Virtual Items • Fun
• Virtual Economies
GAMIFICATION

31. Points
Feedback is important
GAMIFICATION

32. Leader boards
How do we compare to others?
GAMIFICATION

33. Virtual Currency
Making points worth something
GAMIFICATION

34. Virtual Shops & Items
Adding value to the currency
GAMIFICATION

35. YOUR VIRTUAL CURRENCY
Must be of value to the players.
They have to want it.
GAMIFICATION

36. PAYING FOR ACTIONS WITH A VC
Typical Actions PAY THEM
Sign up to a newsletter V$20
Visit a website V$50
Watch a video V$100
Take a survey V$250
Tell a friend about a product V$500
Tweet/post to Facebook about a product V$750
Visit a Store V$1000
Sample the product (test drive) V$5000
Purchase a product V$20000
Purchase lots of products V$ No Limit
GAMIFICATION

37. FLEXIBILITY OF A VC
Typical Actions PAY THEM
Sign up to a newsletter V$100
Visit a website V$50
Watch a video V$100
Take a survey V$250
Tell a friend about a product V$500
Tweet/post to Facebook about a product V$750
Visit a Store V$1000
Sample the product (test drive) V$5000
Purchase a product V$20000
Purchase lots of products V$ No Limit
GAMIFICATION

38. Levels and Progression
The sense of purpose
GAMIFICATION

39. Awards and Trophies
Goals and Objectives
GAMIFICATION

40. Social Media Integration
Spreading the word
GAMIFICATION

41. FUN
CHALLENGING FUN EASY FUN
Objectives, Rewards, Surprise, Adventure,
Accomplishment, Frustration, Discovery, Mystery,
Addiction, Focus Imagination, Curiosity
Goals, Strategy, Obstacles, Levels Content, Experiences, Exploration
4 TYPES OF FUN
PEOPLE FUN CREATIVE FUN
Generosity, Co-operation, Niche Creativity, Expression,
Interests, Networking Individuality, Personalisation
Collaboration, Competition, Avatars, Customisation, Choice
Community
GAMIFICATION

42. GAMIFICATION

43. CONGRATULATIONS AGAIN!
You’ve just won a better award!
You have won the Silver Paying Attention Trophy for
continuing to pay attention during this presentation
Well Done You!
Who wants to win the GOLD trophy?
GAMIFICATION

44. WHAT ARE THE
CHALLENGES?
GAMIFICATION

45. SOME OF THE CHALLENGES
• Game design and build is more art than science. And so
Gamification programmes need to be crafted.
• Game Developers Vs Consultants – who can actually do
this for you?
• Tendency to start too big or just struggle with where to
start
• It takes a bit of a leap of faith
GAMIFICATION

46. WHAT ARE BUSINESS BENEFITS?
GAMIFICATION

47. THE BENEFITS
• More engagement in brand
• Better feelings towards the brand
• Increased loyalty
• Lower propensity to shop around
But what is the biggest business benefit of a traditional
loyalty programme?
• Data. Behavioural data.
GAMIFICATION

48. BEHAVIOURAL DATA
Pre-Sales
Behaviour Post Sales
Behaviour
(data)
(data)
GAMIFICATION

49. IMAGINE…
being able to track all of the
behaviours and activities that lead to
a sale
Do I get points for trying this on?
Yes you do, because then we’ll start
to understand how many times
people try on before they buy.
GAMIFICATION

50. AND FINALLY…
• It is far less expensive to implement than a
traditional loyalty programme
• And far less expensive to run (no toasters)
And that opens it up to organisations that
couldn’t previously consider a traditional
loyalty programme, like:
• TV Shows and Channels
• Charities
• Low margin businesses
GAMIFICATION

51. SOME EXAMPLES?
GAMIFICATION

52. ABC READING EGGS
GAMIFICATION

53. ABC READING EGGS
• Targetting 3-6 year olds
• Over 2000 reading based
activities which progressively
unlock
• Kids earn Golden Eggs every time
they complete one. Other rewards
too.
• Kids spend them on their house,
their avatar and to play games
(over 30 games to choose from)
• Progress reports for teachers and
parents
GAMIFICATION

54. RSPCA RESCUE SHELTER
GAMIFICATION

55. RSPCA RESCUE SHELTER
• Rich Social game on Facebook
• Players build and grow their own
Rescue Shelter
• Equip it and customise it from a
range of virtual shops
• Employ staff, build buildings and
landscape
• Top up their currency by making
real donations
• Vouchers are used to drive other
actions.
GAMIFICATION

56. CONGRATULATIONS!
You’ve just won the biggest award!
You have won the Gold Paying Attention Trophy for
continuing to pay attention during this presentation
BIG Well Done You!
GAMIFICATION

57. QUESTIONS?
Thank you
GAMIFICATION

58. THE CORRECT ANSWER IS…
20 GAMIFICATION