Gamification in campaigning


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What is gamification all about? And how can it be used as a valuable channel in campaigns?
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Gamification in campaigning

  1. 1. Gamification: A playful future?
  2. 2. What isGamification?
  3. 3. FacebookFacebookFacebookFacebookFacebookFacebookGamification?BadgesPointsHigh-ScoreAirline-Miles LevelsEngagementLoyalty
  4. 4. FacebookFacebookFacebookFacebookFacebookFacebookGamification is:...the use of elements of game design in non-game contexts.**Source: Deterding et. Al „Gamification: Toward a definition“; 2011
  5. 5. FacebookFacebookFacebookFacebookFacebookFacebookso......the use of elements of game design in non-gamecontexts.→ this means, lets just make a game out of it?
  6. 6. FacebookFacebookFacebookFacebookFacebookFacebookGamification: how it works...the use of elements of game design in non-gamecontexts.→ this means, lets just make a game out of it?Not quite. It means to apply motivational orfeedback techniques that have proven to beuseful within games to a serious (non-game)context.
  7. 7. Why should youcare?
  8. 8. FacebookFacebookFacebookFacebookFacebookFacebookThe potential of gamesArent digital games a small niche product?The retail revenue for the U.S. videogames industry reached $ 13.22 billionin 2012*!*Source:** Source: total gross of yearly box office in2012 was roughly 11 billion.**Is this a represantative comparison?- Probably not.Is the video game market a small nichemarket?- Surely not!
  9. 9. FacebookFacebookFacebookFacebookFacebookFacebookArent games for kids?The average (casual) gamer is:- 39 years old- 46% are female- 510 million play on social networks- 14% play >1h/day (at work)*Source: Wilhelm Joys Andersen
  10. 10. FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: IGames give clear objectives.Source:
  11. 11. FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: IIGames give the player instant feedback.Source:
  12. 12. FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: IIIGames reward.Source:
  13. 13. FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: IVGames are an interactive experience.Source:
  14. 14. FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: VGames give the player a safe space to experiment.Source:
  15. 15. FacebookFacebookFacebookFacebookFacebookFacebookWhat games are good at:Games motivate – a game situation is aninvitation to interact.
  16. 16. FacebookFacebookFacebookFacebookFacebookFacebookThe goals of gamification- Gamification improves engagement- Gamification drives participation- Gamification reduces barriers- Gamification is good at breaking down complextasks into small bitsGamification gives clear objectives – this drivesengagement – engagement increases reach –more reach means more attention!
  17. 17. FacebookFacebookFacebookFacebookFacebookFacebookGamification – the potential:Gigya Study: Through gamification Pepsi, Nike und Dellcould boost interaction on their sites by 29%*.Some numbers:- commenting +13%- sharing to Twitter, FB and other social networks +22%- content discovery +68%Source:
  18. 18. FacebookFacebookFacebookFacebookFacebookFacebookGamification: In a nutshellBoring stuff becomes more interesting by:- users have clear goals- implementing made up (fun) rules- instant feedback for activitiesClear objectives + instant. Feedback = more Engagement,lower bounce rate- personal progress: comprehensible, bragging-rights,shareableUsers experience self-efficacyPhoto: Christoph Voglbauer
  19. 19. Basic gamificationmechanics
  20. 20. FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics Ipoints = instant feedback
  21. 21. FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics IIBadges = Reward, clear goals
  22. 22. FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics IIIHighscores = Competition, bragging rights
  23. 23. FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics IVoptional = epic background story
  24. 24. FacebookFacebookFacebookFacebookFacebookFacebookGamification: A success storyWhich successful social media service featuresgamification mechanics that one would not expect?
  25. 25. FacebookFacebookFacebookFacebookFacebookFacebookGamification: A success storyGoal: Facebook needs as much freshcontent as often as possible.Task: Connect and Network with friends!Instant Feedback: Likes, comments, sharesPoints: likes, friends, followers, talking aboutSocial status = can be represented
  26. 26. FacebookFacebookFacebookFacebookFacebookFacebookAn approach to gamifying things:If task XYZ was a game,WHATS BAD ABOUT IT(read: WHY DOES IT SUCK)AND HOW COULD IT BE FUN?
  27. 27. FacebookFacebookFacebookFacebookFacebookFacebookRisks and obstacles- Cost: Good design and execution takes time andmoney.- Extrinsic motivation can hurt intrinsic motivationin the long run.--> when users are payed to dosomething they are less likely to voluntarilyperform the same task afterwards*- Quizzes? *yawn*See e.g. Scott Nicholson: Meaningful Gamification:
  28. 28. FacebookFacebookFacebookFacebookFacebookFacebookSerious GameSerious Games = Games that were developedwith the objective to convey different topicsthrough a game to the player.This games are especially designed to have adefined impact on the real world.Not really gamification, but partly similiarambitions.
  29. 29. Gamification: Someexamples
  30. 30. CrowdsourcingSource: Ludwig-Maximilians-Universität München / ARTigo
  31. 31. ARTigoSource: Ludwig-Maximilians-Universität München / ARTigoImage Tagging:Players describepieces of art through tagssame tags as other player= more pointsHighscores
  32. 32. Productivity toolsSource: epic WinTo-DOs as a role playing game
  33. 33. Epic WinSource: epic WinTo-DOs as a RPG- Appointments becomequests- completed quests grant improvements to thecharacters attributes- the players character ventures along a path, findsitems- instant feedback, clear goals, bragging rights,rewards consistency
  34. 34. FitnessSource: zombies as personal trainers
  35. 35. Zombies, Run!Source: working out through missions- For extra fitness players are chased by zombies- players build their own base- working out becomes more interesting through anepic background story
  36. 36. Productivity toolsSource: languages
  37. 37. MemriseSource: languages:- words and phrases become plants- players water these plants throughpracticing the words and phrases- The players garden grows:clear goals - instant feedbackrepresentable progress- Facebook integration for extra social motivation
  38. 38. Alternative Öffentlichkeiten gewinnen?Emergency-Response- During superstorm „Sandy“- Call for aid and donations- management of volunteers- flow of information throughsocial media- People want to help, but dontknow where and how to start.The Red Cross shows how.- self-efficacySource: American Red Cross
  39. 39. Political context ISource: as an expressive tool
  40. 40. Game the newsSource: as an expressive tool- current news can be experienced (andpossibly better understood) throughplaying games.- Players experience e.g. the complexityof the situation in Syria or the inhumanworkload and conditions of uzbeki childlaborers
  41. 41. Political context IISource: as an expressive tool
  42. 42. September 12thSource: game as a statement- Violence breeds more violence- players launch rockets at a villageand try to kill terrorists- sooner or later the rocket kills civilians, creatingmore terrorists- the game goes on indefinitely
  43. 43. Political context IIISource: as an expressive tool
  44. 44. Profit SeedSource: power of the corporation- The corporations protectedseeds are everywhere- So are the corporationslawyers- The game demonstrates how difficult a farmers lifeis who wants to use their own seeds.
  45. 45. Political context IVSource: gamification in apolemic
  46. 46. Israeli Defense BlogSource: the IDFs pointof view- User become a part of thevirtual army- Engagement on the IDF Blogis improved- Goals of campaign = Goals ofthe gamification- Ranks achieve military user
  47. 47. Political context VSource: change
  48. 48. Drop RealitySource: Destroy myths about climate change- The internet should be flooded withthe campaigns point of view- The problem Climate change – how can I help?is broken down- User gets easy point of entry- Entering the discussion through copy-paste→ Drop Reality; a „Weltanschauung“ is spread
  49. 49. FacebookFacebookFacebookFacebookFacebookFacebookGamification examples- an additional channel in a campaigns media mix:e.g. Israeli Defense Blog Gamification, Drop Reality- crowdsourcing: e.g. ARTigo, Fold it, Re-captcha- productivity tool: z.B. Epic Win, Toshl Finance- boost interaction: Nike+, Get Glue, Foursquare- Health: Super Better, MySugr
  50. 50. Mag. Vincent | +43 664 22 62