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Game Mechanics & Funware for Non-Profits

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Based on research from my book "Game-Based Marketing" (Wiley, 2010) - Game Mechanics & Funware for Non-Profits is a presentation I've given to a number of non-profits around the US. It details how to use points, challenges, leaderboards and other social tools to create and engage community.

More on Game-Based Marketing & Funware: http://funwareblog.com

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Game Mechanics & Funware for Non-Profits

  1. 1. ( funware for (non)profit using game mechanics to develop, engage & retain community )
  2. 2. ( ) author “Game Based Marketing” author “Funware in Action” blogger funwareblog.com gabe zichermann CEO, beamME (mobile apps) advisor & mentor to 4 startups speaker, 10-12 events/year
  3. 3. ( on sale 3.29.10 FunwareBlog.com ) e-book on sale now!
  4. 4. ( funware is the use of game mechanics in non-game contexts )
  5. 5. ( obvious games we play )
  6. 6. ( less obvious ) ⊛ getting a seat on the subway ⊛ getting a drink at a crowded bar ⊛ getting a phone number ⊛ getting into grad school
  7. 7. ( the line game at starbucks )
  8. 8. ( so what’s a game? ) any activity where two or more people agree (consciously or not) to the existence of one.
  9. 9. ( elements of game mechanics ) } ✴ rules ✴ challenges ✴ win conditions ✴ rewards/achievements status ✴ leaderboards ✴ badges ✴ social networking
  10. 10. ( frequent flyer games ) ⊛ status-centric: premium check in, security, boarding lanes ⊛ low-cost/no-cost rewards: upgrades and free tickets cost the airline very little ⊛ artificial scarcity: exemption from fees is an example of artificial scarcity+rewards ⊛ highly effective: hundreds of millions of players + more profitable than airlines themselves ⊛ points (miles) based
  11. 11. win conditions funware loop leaderboards challenges point system badges social networking
  12. 12. ( lessons from games ) ⊛ fun must be job #1 ⊛ cash prizes are overrated ⊛ reward early, reward often ⊛ status / bragging rights are key ⊛ social networks are critical exponents ⊛ limitless game themes exist
  13. 13. ( fun must be job #1 ) geography history
  14. 14. ( the cash prize fallacy prizes must be very large to matter: ) Deal or no Deal is a $1M prize fame, exposure are more valuable: Project Runway prize only 125K bankers paradox: most major advancements in history were not driven solely by cash
  15. 15. ( reward early, reward often ) ⊛ The first few moments are critical for creating positive reinforcement ⊛ Badges, points, shiny objects ⊛ Create levels that provide progressive difficulty ⊛ This will require some iterative work ⊛ Never go negative
  16. 16. ( ) why are these themes fun?
  17. 17. ( why can’t these be fun? ) ⊛ equitable finance ⊛ world peace ⊛ environmental cleanup ⊛ green behavior change ⊛ curing cancer, AIDS, TB
  18. 18. ( there’s no good reason* ) *and it’s a lot easier than it seems
  19. 19. ( a simple approach ) start with fun define target behaviors create simple point system & leaderboards identify social networking context & bragging rights design desirable badges & prizes (cash isn’t necessary) promote the offering focus on long-term, social results
  20. 20. ( gabe zichermann @gzicherm http://funwareblog.com )

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