Gamification

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Gamification

  1. 1. Gamification: trendsManchester Metropolitan UniversityMSc Digital Marketing CommunicationsHolly Bearne, Chris Philpott, IvelinaIvanova and Ged Carroll
  2. 2. What is gamification?
  3. 3. “Gamification” describes the broad trend ofusing play mechanics for non-gameapplications in order to encourage people toadopt applications or engage in desiredbehaviours. The technique can encouragepeople to perform chores that they ordinaryconsider boring, such as completing surveys,employee performance, training, rememberingto take medicine , shopping or social change. –Davis Wright Tremaine LLC – AnIntroduction to Gamification April 2011
  4. 4. How?* • Status • Access • Power • StuffGabe Zichermann author of Gamification by Design: Implementing GameMechanics in Web and Mobile Apps
  5. 5. Trends
  6. 6. Search interestGoogle Insights for Search
  7. 7. Measure of discussion in newssources Sysomos MAP: global mentions (taken May 11, 2012)
  8. 8. Gamification interestWe looked at Amazon’s catalogue as a proxy for market interestin gamification:• Overall interest in gamification* – 16 new books on Amazon.com in last 90 days – 5 new books in last 30 days – Out of 51 books available for sale• Marketing related interest* – 5 new books on Amazon.com in last 90 days – 1 new book in last 30 days – Out of 12 books available for sale• By comparison digital marketing* – 1,992 new books in last 90 days – 567 new boosk in last 30 days – Out of 366,123 books available for sale*Amazon.com search accessed May 11, 2012
  9. 9. In business• By 2015, More Than 50 Percent of Organizations That Manage Innovation Processes Will Gamify Those Processes – Gartner Research – Gartner Enterprise Summit 2011• Gamification of apps is the ultimate way to engage a new generation of audiences – Bing Gordon, partner KPCB (Top Mobile Internet Trends, Meeker & Murphy, KPCB• In 2012, moves beyond entertainment to business performance, using intrinsic design, intrinsic motivation and the sense of accomplishment that comes from completing activities with clear and personal value Deloitte – Tech Trends 2012
  10. 10. Measuring successM2 Research – Gamification in 2012
  11. 11. Social networks helps fuelgamification• 436 million users on Facebook gaming – M2 Research – Badgeville based on Facebook – Foursquare shares to Twitter and Facebook – Powerplantville shares to Facebook
  12. 12. Successes• Savannah Morning News – 3 times loyalty increase score for gamified audiences (Business2Community.com)• Allkpop.com – a hallyu culture site with 4 million unique users (SEOMoz) – Using Badgeville: they experienced a 104% increase in shares, 36% rise in comments and 24% more pages viewed
  13. 13. What we don’t know• New area so a lot of gaps in knowledge, most information is anecdotal – When it started different sources talk about 2007 or 2008 – Not a lot of case studies available – Programme failure rates – no real data yet that we could find – Is social gaming gamification? – What about persuasion marketing? – Examples are of brand engagement, but what about conversion? – Will it become gamed out?
  14. 14. In conclusion• New area – First conference in 2011 – Not mentioned once in Econsultancy Smart Pack on Social Gaming published in January 2011• Confusion over what gamification was and how to implement it• Is it purely a digital thing? No• Motivation / engagement could be in the game and not the product, wrong motivational direction – good game mechanic design / selection critical• Social networks helpful in spreading kudos: Facebook, Twitter

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