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Survival of the Fittest: The Biggest "Game" Will Win (Gamification)


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Oklahoma City Public Relations Society of America Chapter Professional Development presentation on #Gamification and how to integrate this relatively new technique into marketing, advertising and PR campaigns to drive user behavior and actions through engaging experiences.

By: Ralph J. Davila, APR

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Survival of the Fittest: The Biggest "Game" Will Win (Gamification)

  1. 1. Survival of the FittestThe Biggest “Game” Will WinPhoto Credit: Andrew ZuckermanRalph J. Davila, APR@rjdavila
  2. 2. Gami… what?Gamification is a businessstrategy which appliesgame design techniques tonon-game experiences todrive user behavior.Source:
  3. 3. Thought Leaders DefineCourtesy of
  4. 4. M2 Researchreports thatGamificationwill be a $2.8billion industryby 2016Source: Growing Industry
  5. 5. Non-Game Experiences
  6. 6. The Shift to GamesHow do we take thesenon-game experiences tothe next level?… Games!
  7. 7. Games? Really?Photo Credit:
  8. 8. Cyber PsychologyCognitive neuroscientists atthe University of Rochester inNew York found… games giveplayers brains plenty ofpractice for making decisionsin the real world.
  9. 9. Video Games Engage!People experience 5 things whenplaying video games:1. Seek Novelty2. Challenge Yourself3. Think Creatively4. Do Things the Hard Way5. NetworkContent Source: Gabe Zichermann
  10. 10. Source:
  11. 11. Game Techniques DO Work! “Increase inengagement andlearning fromvideo games…”Why?Content Source: Gabe Zichermann“Becausethey’re FUN!”
  12. 12.  Your audience is online! They seek information on websites,hand-held devices, tablets, etc. Savvy consumers look for – tech data,peer reviews and brand guidance todirect their purchase decisionsWhy Should I Care?
  13. 13. Via the Green Book Blog
  14. 14. The Founders
  15. 15.  Being engaged, included andreceiving incentives! Motivate players withvirtual gifts; e.g., flowers,badges. Bragging rights motivate! Recognition by peersWhat Motivates People?Sara just gotousted! Oh ya!
  16. 16. Key Motivators
  17. 17. Gamified Examples
  18. 18. Perrier: 1st Person Game
  19. 19. Use of Gamification This is a “Life Simulation” Game Gaming Similarities: The Sims You’re living and controlling people online toachieve a GOAL = ACTION (Buy, Sign Up, ClickLink, etc.)
  20. 20. Goal Celebrate 150th Anniversary by combining“brand entertainment with gaming” Experience the lives of 60 different people tofind five clues and find the special hiddenPerrier bottle (Engagement driven!) If you find it, you’re entered in asweepstakes for a chance to win a trip fortwo to Carnival venues around the world andParis…
  21. 21. OKC Zoo: On-Location Games Kid’s safari game that takes place on thezoo grounds (Mobile) Uses QR codes for mobile devices to accessclues (photos) scattered throughout zoo The incentive? Guess the answer, winvarious prizes! Tied to social media (Facebook Page)
  22. 22. Use of Gamification Uses trivia to engage children to learnand experience the zoo in a whole newlight! Trivia questions and answers changeweekly Engages the persistence, attention todetail and problem-solving concepts ofgaming (Game Education Modeling)
  23. 23. Source: to Motivate
  24. 24. Does Design Just Happen? They’ve done it, so it should beeasy, right? Most companies/organizationsfail because they don’t set realisticbusiness objectives up front!
  25. 25. Goal-Setting Approach Ensure business objectives (i.e. salesincreases, leadgeneration, conversion, brandawareness, etc.) are set It MUST be fun and engaging for yourtarget audience Is it brand appropriate? Is it developedwith your target audience in mind?
  26. 26. Takeaways Create valuethrough quality user engagement Give your audience a reason to invest their time Help instructusers on how to play/interact Encouragesharing with others Be brand appropriate (colors, logos, content) Take advantage of detailed measurement tools Keep it simple and fun!
  27. 27. Questions…?
  28. 28. Thank You!Game with Me!Ralph J. Davila, APRt. @rjdavilali. tonofbricks.wordpress.comThank you to:
  29. 29. Sources to Reference