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Gamification als Marketing Instrument

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Wie nutzt man Gamification als Marketing Instrument?
- Was ist Gamification
- Bestandteile von Gamification
- Beispiele und deren Erfolg

Die Präsentation wurde auf dem CreativityDay der CampixxWeek 2015 gehalten. Sie selbst enthält ebenfalls kleinere Gamification Elemente (Statusbar oben, Missionen, Badges)

CampixxWeek Recap: http://www.juliancordes.de/201503/campixxweek-2015-recap/

Published in: Marketing
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Gamification als Marketing Instrument

  1. 1. Briefing • Mission 1: Definition • Mission 2: Bestandteile • Mission 3: Beispiele • Bonus-Mission: Diskussion
  2. 2. Definition Wikipedia: Als Gamification bezeichnet man die Anwendung spieltypischer Elemente und Prozesse in spielfremdem Kontext. Gabe Zichermann: Gamification is the process of using game thinking and game dynamics to engage audiences and solve problems.
  3. 3. Wie lange gibt es Gamification? • Erstes Auftreten 1912 Sammelkarten in Snackdosen • Erste Nennung 1978 Textadventure im Chat
  4. 4. Gartners Hype Zyklus 2013: Gipfel der überzogenen Erwartungen 2014: Tal der Enttäuschungen
  5. 5. Mission 1: Accomplished
  6. 6. Typische Elemente
  7. 7. Drei Komponenten • Meaning Tieferer Sinn oder Geschichte • Mastery Anspruchvolle Unterhaltung mit klaren Zielen • Autonomy Eigenständiges Handeln der Users • Relatedness lets get social
  8. 8. Zielgruppen • Kunden – Mehr Bindung zur Marke / Höhere Zufriedenheit – Motivation (Produktnutzung) – Mehr Absatz • Influencer – Begeisterung für die Marke – „Kostenlose“ Werbung • Mitarbeiter – Mehr Bindung zum Unternehmen / Kollegen – Incentive zu mehr oder besserer Arbeit
  9. 9. Mission 2: Accomplished
  10. 10. Klassiker • Foursquare – 55 Millionen Nutzer – 6 Milliarden Check-Ins – 1,9 Millionen Unternehmen • Runtastic – 110 Millionen Downloads – 18 Apps – 50 Millionen Nutzer
  11. 11. Google Academy • Einzelpersonen => Eigener Erfolg • Unternehmen => Werbemaßnahme
  12. 12. SAP Community Network • Mitarbeiter, Kunden, Entwickler • Missionen, Badges, Highscores • + 1.000% Engagement • + 500% aktive User
  13. 13. Steam Sale
  14. 14. Steam Sale • Sammelkarten für gekaufte Spiele • Badges – In-Game Gegenstände – Emoticons – Profil-Hintergrund – Erfahrungspunkte • Teambadges
  15. 15. Applebee‘s Bee Block
  16. 16. Applebee‘s Bee Block • „Bee TV“ • Badges – Verkaufe 100 Bier Cola • Highscores – Punkte / Missionen – Täglich / Wöchentlich / Gesamt – Unternehmensweit (Restaurant vs. Restaurant)
  17. 17. Photoshop Level Up
  18. 18. Photoshop Level Up • Plugin zum Download • Missionen erfüllen • Punkte & Badges • Highscores • Promotion von Tutorials • 70% spielten Level 1 (4 Missionen) • 42% spielten alle Level (12 Missionen) • Sales stiegen um 300%
  19. 19. Mission 3: Accomplished
  20. 20. Bonus-Mission • Weitere Beispiele • Erfolgsmessung • Tools • Best Practise
  21. 21. Links • http://www.bunchball.com/blog/ • http://www.gartner.com/technology/research/gamification/ • http://www.slideshare.net/romrack/presentations • http://www.gamification.co/gabe-zichermann/ • Scary future https://vimeo.com/46304267
  22. 22. Danke fürs Mitspielen Twitter: fiacyberz Facebook: Julian Cordes / fiacyberz http://www.juliancordes.de

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