SOCIAL MEDIA         & ENTREPREUNSHIP                 ADVERTISING          AND PUBLIC REALATIONS LABS         DEPARTMENT O...
4/9/12   i KARE   2
Virtual goods             durationratings achievementmotivation           engagement         frequency   community collabo...
GAMIFICATION4/9/12   i KARE    4
“WE INVEST 3 BILLION HOURS            WEEKLY PLAYING ONLINE                             GAMES”                           J...
It’s the decade of social games.    Their dynamics are extended beyond a computer’s screen                    in any indus...
Games are now played via gadgets.  Retail websitesare converted into games because users prefer          the combination o...
The engagement of people with games is often high                        and maintained.                        They are f...
Games introduce users to a virtualworld  where they have the ability to do what they dream.            Games turn users in...
’’YOU MUSTN’T BE AFRAID TO             DREAM A LITTLE BIGGER,                          DARLING’’.                         ...
GAME    MECHANICS         Game mechanics are designed            to meet and activate             needs and rewards.4/9/12...
1.  Behavioral         Behavioral game mechanics are solely focused          on human behavior and the human psyche.4/9/12...
2. Feedback         These types complete the feedback loop                  in a game mechanic.4/9/12                  i K...
3.   Progression   These types are used to structure and stretch the          accumulation of meaningful skills.4/9/12    ...
GAMER TYPES         Killers ( 1%)            Achievers ( 10%)         Socializers (             Explorers (9%)          80...
REWARDS         USED IN APPLICATIONS4/9/12           i KARE         16
MASLOW HIERARCHY         OF NEEDS ΑPPLIED IN GAMES4/9/12                               17                   i KARE
EXAMPLES             1)ALDO INSTAGRAM MOOD BOARDS         4/9/12                        i KARE              18
To promote the launch of its fragrance collection, ALDO                   created a Facebook game.   Players chose from a ...
2) NET-A-PORTER KARL     Mobile game app of the online designer store     Net-a-Porter for the launch of the exclusive    ...
Find Karl and win: find 5 Karl heads and win up to £1.000 to spend on NET-A-                                     PORTERSka...
SHOPKICK         The 1 mobile app that offers you rewards         just by walking IN a store (millions stores             ...
“My goal for the next decade is to      try to make it as easy to save the     world in real life as it is to save the    ...
i KARE                    NAMES / TWITTERS             AlexouMirella    / @mirella_alexou           Alevropoulou Alexia / ...
TEACHERS              Giannakes George               DokarasIoannis             SiligardakisNektarios           TseneLida ...
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Gamification RETAIL

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Gamification and retail examples

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Gamification RETAIL

  1. 1. SOCIAL MEDIA & ENTREPREUNSHIP ADVERTISING AND PUBLIC REALATIONS LABS DEPARTMENT OF COMMUNICATION MEDIA AND CULTURE PANTEION UNIVERSITY OF ATHENS4/9/12 i KARE 1
  2. 2. 4/9/12 i KARE 2
  3. 3. Virtual goods durationratings achievementmotivation engagement frequency community collaboration appointment dynamic epic win virality Recency4/9/12 i KARE 3
  4. 4. GAMIFICATION4/9/12 i KARE 4
  5. 5. “WE INVEST 3 BILLION HOURS WEEKLY PLAYING ONLINE GAMES” Jane McGonigal TED 20104/9/12 i KARE 5
  6. 6. It’s the decade of social games. Their dynamics are extended beyond a computer’s screen in any industrial sector. Modern cultural and technological conditions enforced their evolution and development.4/9/12 i KARE 6
  7. 7. Games are now played via gadgets. Retail websitesare converted into games because users prefer the combination ofbuyingand gaming. Their influence extends to the real world and affects human behavior.4/9/12 i KARE 7
  8. 8. The engagement of people with games is often high and maintained. They are fun! They aim to reward social recognition and adventure.4/9/12 i KARE 8
  9. 9. Games introduce users to a virtualworld where they have the ability to do what they dream. Games turn users into gamers.4/9/12 i KARE 9
  10. 10. ’’YOU MUSTN’T BE AFRAID TO DREAM A LITTLE BIGGER, DARLING’’. Eames INCEPTION4/9/12 i KARE 10
  11. 11. GAME MECHANICS Game mechanics are designed to meet and activate needs and rewards.4/9/12 i KARE 11
  12. 12. 1. Behavioral Behavioral game mechanics are solely focused on human behavior and the human psyche.4/9/12 i KARE 12
  13. 13. 2. Feedback These types complete the feedback loop in a game mechanic.4/9/12 i KARE 13
  14. 14. 3. Progression These types are used to structure and stretch the accumulation of meaningful skills.4/9/12 i KARE 14
  15. 15. GAMER TYPES Killers ( 1%) Achievers ( 10%) Socializers ( Explorers (9%) 80%)4/9/12 i KARE 15
  16. 16. REWARDS USED IN APPLICATIONS4/9/12 i KARE 16
  17. 17. MASLOW HIERARCHY OF NEEDS ΑPPLIED IN GAMES4/9/12 17 i KARE
  18. 18. EXAMPLES 1)ALDO INSTAGRAM MOOD BOARDS 4/9/12 i KARE 18
  19. 19. To promote the launch of its fragrance collection, ALDO created a Facebook game. Players chose from a series of Instagram photos that, once selected, were compiled into a mood board that they could post to their Facebook Timelines. First brand to combine Instagram and Facebook.4/9/12 i KARE 19
  20. 20. 2) NET-A-PORTER KARL Mobile game app of the online designer store Net-a-Porter for the launch of the exclusive "Karl" by Karl Lagerfeld collection.4/9/12 i KARE 20
  21. 21. Find Karl and win: find 5 Karl heads and win up to £1.000 to spend on NET-A- PORTERSkan:scan Karl heads to reveal exclusive content and take part in exclusive events in London, Paris, Munich, Sydney and New YorkSneak Peek:have a sneak peek at the Karl collection and be first to shop when it goes live ( it launched on January 25) Karlified:karlify yourself 4/9/12 i KARE 21
  22. 22. SHOPKICK The 1 mobile app that offers you rewards just by walking IN a store (millions stores participate in the US). collect walk-in rewards get exclusive deals collect scan rewards redeem your kicks for rewards4/9/12 i KARE 22
  23. 23. “My goal for the next decade is to try to make it as easy to save the world in real life as it is to save the world in online game” Jane McGonigal TED 20104/9/12 i KARE 23
  24. 24. i KARE NAMES / TWITTERS AlexouMirella / @mirella_alexou Alevropoulou Alexia / @AlexiaAlevropou Dimitrakopoulou Katerina / @KaterinaDimitrk PapantonopoulosGiannis / @giannis_pap24/9/12 i KARE 24
  25. 25. TEACHERS Giannakes George DokarasIoannis SiligardakisNektarios TseneLida - Coordinator Tsakarestou Betty - Professor4/9/12 i KARE 25

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