Gamification: Silly fad or important trend for marketers?

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Gamification refers to the integration of game dynamics into a service, community, content or campaign, in order to drive engagement and participation. The technique can be useful to encourage people to perform tasks that they generally considered boring, such as completing reviews, filling out tax forms , driving efficiently or tracking caloric intake. In 2010, organizations spent barely $100 million on gamification, the early days of the trend. However with the emergence of social media, mobility and cloud technologies the gamification industry is expected to touch $2.8 billion by 2016. A major driver of this is the use of gamification to influence behaviour surrounding health and environmental issues. The private sector is catching on, however where are the public and not-for profit sectors in all of this? In this visual presentation Mike covers the basics behind gamification along with the latest trends, statistics and examples from around the globe. Critical viewpoints are presented as well so that participants can decide on their own if this is indeed a trend or just a silly fad.

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Gamification: Silly fad or important trend for marketers?

  1. 1. GAMIFICATION Silly fad or important trend for marketers? @mikekujawski
  2. 2. photo credit: http://bit.ly/l4QOJk
  3. 3. 500 Million worldwide online gamers  97% of kids 12-17 play videogames  Average gamer is 30 years old (37% are older than 35)  47% are women  VGC’s represent 25% of global computational power
  4. 4. 3 Billion hours per week spent playing online games  Games industry is $66 billion worldwide (dbl box office)  Online sales to surpass retail game sales in 2013  44% of US/UK adults played a mobile game this month  $7.9 Billion dollar virtual good economy this year
  5. 5. Today’s kids will spend 10,000 Hours gaming by 2021
  6. 6. 5.39 Million Years have been spent solving problems on WoW
  7. 7. Preditcted to be a $2.8 Billion market in 2016
  8. 8. Over 70% of Forbes Global 2000 companies plan to use gamification for the purposes of marketing and customer retention
  9. 9. “Striving to make everyday business tasks more engaging, a growing number of firms…are incorporating elements of videogames into the workplace.” - Wall St. Journal, Oct. 10, 2011 “Suddenly, gamification is the hot new business concept, with many of the world’s most admired companies signing on.” - Fortune, Oct. 17, 2011
  10. 10. Who is gamifying?
  11. 11. Designing video games
  12. 12. Creating a virtual world
  13. 13. Any use of games in business
  14. 14. Playing Solitaire at work
  15. 15. Any simulation
  16. 16. Game Theory
  17. 17. Points & Badges
  18. 18. A magic wand that will fix everything
  19. 19. The process of using game mechanics and game thinking in non- gaming contexts to engage users and to solve problems
  20. 20. Game mechanics are constructs of rules intended to produce a game or gameplay
  21. 21. Game mechanics can include…  Turns  Action Points  Auction or Bidding  Cards  Capture/Eliminate  Catch-up  Dice  Movement  Resource Management  Risk and Reward  Role Playing  Tile Laying  Game Modes
  22. 22. Engagement loop Source: Amy Jo Kim, CEO, ShuffleBrain
  23. 23. Player journey Source: Amy Jo Kim, CEO, ShuffleBrain
  24. 24. people play games because they experience emotions that are closely related to the main factors of happiness
  25. 25. Source: Abraham Maslow: "A Theory of Human Motivation“ (1943) Maslow’s Hierarchy of Needs
  26. 26.  Acceptance  Curiosity  Eating  Expedience  Family  Idealism  Interdependance  Order  Physical Activity  Power  Romance  Saving  Social Contact  Status  Tranquility  Vengeance Source: Steven Reiss and Daniel H. Pink 16Human Desires
  27. 27. 1. Achievement 2. Immersion 3. Competition 4. Cooperation Source: Nick Yee, Research Scientis, UBIsoft 4Gaming Desires
  28. 28. Source: http://www.epicwinblog.net/2013/04/gamification-player-types-t-e-pyramid-ii.html
  29. 29. Physical world overlay
  30. 30. Milestones & progress markers
  31. 31. Status & success
  32. 32. Sense of scarcity
  33. 33. Using iconography
  34. 34. Points and rewards
  35. 35. Badges Progress Bars Points Levels Rewards Status
  36. 36. External -marketing -sales -customer engagement Internal -HR -productivity enhancement -crowdsourcing -innovation Behaviour change -health and wellness -environmental sustainability -personal finance
  37. 37. Engagement
  38. 38. Health & Wellness
  39. 39. Environemental Sustainability
  40. 40. Innovation
  41. 41. HR
  42. 42. “Gamification is the high fructose corn syrop of engagement” -Kathy Sierra  Real research is limited  Potential for engagement decay  Crowding out  Addiction  Bad gamification can cause serious problems
  43. 43. http://www.nicolelazzaro.com/gamification
  44. 44. Define Goals & Objectives
  45. 45. Set Target Behaviours
  46. 46. Understand your Players
  47. 47. Devise Activity Loops
  48. 48. Use Relevant Tools
  49. 49. Have Fun
  50. 50. gamification.co gamification.org
  51. 51. Thanks for your time!
  52. 52. “mike kujawski”
  53. 53. Subscribe to my FREE blog rants (www.mikekujawski.ca)
  54. 54. Browse our Centre’s FREE resources (cepsm.ca/resources)
  55. 55. Mike Kujawski Phone: 613.230.6424 ext. 225 E-mail: mikekujawski@cepsm.ca Blog: mikekujawski.ca Twitter: @mikekujawski Website: cepsm.ca Google: “mike kujawski” Connect with me
  56. 56. Questions?

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