GWC2013 - Javier Molina - The Platform of Fun

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GWC2013 - Javier Molina - The Platform of Fun

  1. 1. i+d Mobile Gamification Gamification World Congress June 20, 2013 agency platform Javier Molina Romero artmobile CEO Luz Angela Hernández artmobile KC lunes, 17 de junio de 13
  2. 2. Profile Social Authentication Avatars Notifier GAMIFICATION STRATEGY Easter Eggs Leaderboards Badges Stats lunes, 17 de junio de 13 Instances Levels
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  4. 4. We believe in gamification “in motion” - conScore Report Spain is the top 1 in Smatphones penetration. - Users are migrating from TV to mobile. - 92% Smartphones users access to internet from it. - Low cost marketing flow. lunes, 17 de junio de 13
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  12. 12. Common game mechanics for mobile apps •Leaderboards •Badges •Comtest •Challenges •Achievements •Social graph •Location-based •Reputation lunes, 17 de junio de 13
  13. 13. MANAGEMENT STRATEGY lunes, 17 de junio de 13
  14. 14. EMPOWER THROUGH ENGAGEMENT Kathy Sierra = Fun Activity with purpose + 16% higher retention Building skilld + Social Integration = 46% higher retention 25% increase in-game expenditure in real/virtual goods and services lunes, 17 de junio de 13
  15. 15. The business of mobile gamification •Engagement •Call to action •User retention •Data driven •M-commerce •Advertising •Sponsored rewards •Branded virtual items •Loyalty cards lunes, 17 de junio de 13
  16. 16. http://gamygame.com lunes, 17 de junio de 13
  17. 17. TOQUE CEPSA Simple Game Mechanic: Keeping the ball juggling to keep the ball in the air for as long as possible by bouncing it off any part of the body that is allowed in the rules of football. Levels: 5 Different Glasses = 5 different soccer balls Plus: Social Graph. Leaderboard. Badges Red Ball. 30 ball juggles Juggle Hero. 50 Ball Juggles, etc Anecdote: Leader: 4 consecutive hours juggling the ball lunes, 17 de junio de 13
  18. 18. AVERAGE HUMAN ATTENTION SPAN IN GAMEPLAY Focused Attention 2000 = 12 Seconds 2013 = 5 Seconds Kathy Sierra lunes, 17 de junio de 13
  19. 19. Creating passionate user - Kathy Sierra lunes, 17 de junio de 13
  20. 20. MAIN COMPONENTS OF A GAMIFIED APP • Simple and easy to use. • They have some kind of goal or deadline. • There is a reward system. • They can interact with other users. lunes, 17 de junio de 13
  21. 21. • Motivates to enhance performance. • • • Competiton. Comunity. Recognition. lunes, 17 de junio de 13
  22. 22. • Engage consumers in its Fanta brand. • • Earn points • • Try products Leaderboards and rankings Prizes lunes, 17 de junio de 13
  23. 23. THE KEY TO MOBILE GAMIFICATION • It has to empower users. • Let users solve a problem. • Aligned to the business model • Logical to your market • Part of a bigger Strategy • Test-iteration-adaptation-test.. lunes, 17 de junio de 13
  24. 24. WWW.NOALASAPPABURRIDAS.COM lunes, 17 de junio de 13
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