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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  • Typically gamification applies to non-game applications and processes, in order to encourage people to adopt them, or to influence how they are used. Gamification works by making technology more engaging, by encouraging users to engage in desired behaviors, by showing a path to mastery and autonomy, by helping to solve problems and not being a distraction, and by taking advantage of humans' psychological predisposition to engage in gaming.
  • The Gamification market is poised to grow exponentially to nearly $2.8 billion by 2016!
  • There are many other industries and areas in which non-game experiences are present (i.e. automotive, engineering, politics, etc.) This presentation focuses on the marketing, advertising, direct and PR applications of the shift from non-game to game-designed engagement/action The technique can encourage people to perform chores that they ordinarily consider boring, such as completing surveys, shopping, filling out tax forms, or reading web sites.
  • These gaming consoles were new and brought the excitement of gaming into people’s homes! Even though it was just a joystick and button, consumer’s hand-eye coordination and mental acuity was tested and improved from playing.
  • People teach themselves through these traits… These 5 traits are connected to a constant state of learning Are these 5 traits things we DO? And what we want our CUSTOMERS to SEEK?
  • Play on people’s egos and give them recognition
  • To celebrate the 150th Anniversary of Perrier – the longevity, brand loyalty and growth they have achieved through an interactive world YOU, as the consumer, live.
  • Perrier brings you, the consumer, into their world; a world created around the brand to engage and excite the consumer. This games leads you to an action = Find the secret Perrier Bottle and get entered into a grand Sweepstakes.
  • Incentivize children and their parents beyond the regular zoo experience by challenging them with the chance to win prizes by playing games!
  • Make it colorful and graphically appealingMake it brand appropriate – colors and content mimic brand standards and objectives
  • They fail because they don’t set realistic, business-oriented objectives, not because the game wasn’t fun or didn’t win an interactive award.
  • Available data from gamified websites, applications, and processes indicate potential improvements in areas like user engagement, ROI, data quality, timeliness, or learning
  • 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