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Gamification in Digital Marketing
1. Gamification is the use of game mechanics and game design techniques in non-game contexts to engage users and solve problems. Simply making a branded game is not gamification. 2. Gamification basics include using points, levels, badges, leaderboards, and rewards to motivate users through fun, loyalty programs, and achieving status. It appeals to different player types like explorers, achievers, socializers, and killers. 3. Examples show gamification can increase engagement, trial usage, buy clicks, and revenue through integrating gameplay into the user experience on websites, apps, and social media to achieve business goals.
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Gamification in Digital Marketing
- 1. Do we needto gamify (digital) marketing? Gunter Blanckaert Twitter: @Guntbl 07/01/2015
- 2. • Digital enthusiast,24/7 surrounded by technology • Proud father of 3 Generation G kids • >13y in the online business – Microsoft Advertising, lastly as Brand Strategy Lead for the European markets – Since May 2014, Digital Marketing Lead @ Philips Lighting for Europe & North America Gunter who?
- 4. A Typical Dayat the Office
- 5. Digital Mktng FocusAreas
- 6. Who are you& why are you here? Why are you here? What are your expectations?
- 7. • Setting theScene • Gaming for dummies • Advergaming • Play time • Break • Gamification Basics • Team work • Examples/cases Table of content
- 8. Our average attention span <then a goldfish
- 9. Media Search Apps & HTML 5 Social GamingMobile Tablets
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- 11. “The average youngperson in a country with a strong gaming culture will have spent 10.000 hours playing online games by the age of 21” Generation G: your future customers
- 12. 1. Urgent optimism:gamers always believe an epic win is possible 2. Keeping a tight, social fabric > we’ll have a better connection after playing a game together, even if we loose – value the same goal > stronger social relationships 3. Blissful productivity: we’re happier working hard 4. Epic meaning: aspiring mission, human planetarian scale Why is Gaming so important for Gen G
- 13. Technology adoption inthe US
- 14. 730 days 365 days 365days 74 days 28 days 10 days Time it took to get to 1M users
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- 16. Exercise 1: What’syour (screen) gaming history? (10min)
- 17. Exercise: what’s yourgaming history?
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- 19. Why wasn’t theball of pong round? Make sure to visit: http://atari.com/arcade#!/arcade/ Who remembers Arcade Games?
- 20. Who remembers DonkeyKong?
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- 22. Who remembers SegaMaster?
- 23. Who remembers NintendoGameboy?
- 24. Who remembers MessengerGames?
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- 27. Who considers him/herselfto be a gamer?
- 28. Console Usage Avg.hoursgaming perWeek Males 15-34yrs average 12 hours per week gaming & increasing 0 100 200 300 400 500 600 700 800 900 0 2.000 4.000 6.000 8.000 10.000 12.000 VideoGameAverageAudience(000) AverageAudience(000) TV Usage Game Console Usage Console usage is similar To TV usage
- 29. Males 18 –34, not alone anymore
- 30. All categories ofgamers are increasing
- 31. Time watching esportsvideo is growing rapidly Check it out
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- 33. What type ofgames does a gamer play? Most people think of this…
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- 35. “Halo 4” Collects$220 Million In Global Sales In The First 24 Hours Over Record Sales (…) The “Halo” saga eclipses the biggest movie launch in U.S. box office history; on track to reach over $300 million in global sales in the first week.” Launch of Halo 4 - 2012
- 36. “GTA 5 madea staggering $800m on its first day, beating Call of Duty: Black Ops 2, which earned $500m upon its debut.” Launch of GTA - 2013
- 37. Launch of Callof Duty – Black Ops 2
- 38. Who already playeda game on his mobile/tablet?
- 39. Worldwide 30,000,000 mobileapps are downloaded each day Games are the #1 downloaded category of apps, making up 26% of all mobile app downloads Sources: www.livingthebrand.com, www.interbrand.com, www.brandchannel.com Games everywhere, for everyone
- 40. "Angry Birds Star Wars(…)Just 2,5 hours after its November 8 release, "Angry Birds Star Wars" rose to the No. 1 paid iPhone app“ Games everywhere, for everyone
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- 42. “social games havebecome the modern “Calgon Moment” for busy women who often feel life spiraling out of control around them.” Social Gaming
- 43. “We invest 3billion hours weekly playing games online.” Online Gaming
- 44. FoldIt A 15y oldAIDS Program solved in 10 days
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- 46. “is the practiceof using video games to advertise a product, organization or viewpoint “ “it is not In-game advertising, it is not Gamification” Advergaming
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- 51. • Who hasa smartphone? • Who has brought his tablet? • Who has his laptop? Take it out of your bag, give it to your neighbour and Play & show them your favourite game Tell them why you like it Exercise 2: Time to play (10min)
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- 54. “Is the useof game mechanics and game design techniques in non-game contexts.” “The process of game-thinking and game mechanics to engage users and solve problems” What is Gamification? Source: Wikipedia 1.
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- 56. “Particularly in theearly days, as the term was gaining traction, it was a common misconception that simply making a branded game was ‘gamification’. This is NOT what gamification is about. There are some similarities that could be drawn but the main difference is that branded games are about exposure and CTR where as adding gamification to a product is more about increasing engagement and loyalty.” What Gamification is not 1. Source: Wikipedia
- 57. Gamification is hot Source:Google Trends 1.
- 58. • Just wantto have fun • Loyalty evolved • Status - Rewards Gamification Basics 2.
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- 62. Loyalty, a wellknown tactic
- 63. Loyalty, a wellknown tactic
- 64. Loyalty, a wellknown tactic
- 65. SAPS = systemof rewards • Status: Badges | Levels & Leaderboard • Access • Power • Stuff
- 66. Extrinsic vs Intrinsicrewards • Extrinsic rewards (prizes, cash, discounts, offers) should be aligned with intrinsic rewards – Intrinsic Rewards (self-motivational) – Extrinsic Rewards (carrot/stick principle)
- 67. Why do you/peopleplay? (Internal Rewards) • Destress • To have fun • To socialize • Mastery 3.
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- 70. Get more peopleto use stairs? Make stairs for FUN! FU AS A SOCIAL MOTIVATOR Fun as a social motivator
- 71. FU AS A SOCIAL MOTIVATOR Funas a social motivator
- 72. Escape from reality,007 style
- 73. Gamer/Player types • Explorers •Achievers • Socializers • Killers 4. Source: Based on Richard Bartle’s work by studying players of MMOG’s
- 74. Gamer/Player types Achievers Killers ExplorersSocializers 4.
- 75. Excercise 3 (5min) •Who do you think makes up for the biggest portion of the population? Why? • What type are you? Or do you recognize more types in yourself? • Can you give examples of games typical for the different types?
- 76. Player Journey 4. Source: AmyKim (ShuffleBrain)
- 77. 5. Basic Game Mechanics “Gamemechanics are constructs of rules or methods designed for interaction with the game state, thus providing gameplay (…) The interaction of various game mechanics in a game determines the complexity and level of player interaction in the game, and in conjunction with the game's environment and resources determine game balance. Some forms of game mechanics have been used in games for centuries, while others are relatively new, having been invented within the past decade.”
- 78. Excercise 4: whatgame mechanics (external rewards) do you know? Think about the games you played earlier on 5.
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- 82. Game Mechanics: pointsystem 5.1 • Experience points • Redeemable points • Skill points • Karma points • Reputation points
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- 84. Game Mechanics: Levels 5.2 •Cfr Pacman • Angrybirds • Donkeykong • Progress bar: Linkedin
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- 87. Long term engagement OBJECTIVEof these mechanics?
- 88. Extrinsic vs Intrinsicrewards Badges Levels Rewards Leaderboards Points vs Fun Destress Mastery Socialize Empowerment
- 89. Exercise 5: Buildyour gamified experience for (30 min): 1. A clothing webshop creating loyalty 2. Tourism board for the Limburg province 3. Create buzz around the Vespa scooter 4. Philips SoniCare: get kids to brush their teeth 5. Your own case/project
- 90. Exercise 5: Use thisguidance for your case: 1. Objective of the project - What are your business goals? How do you get users to fulfill those business goals? 2. Target audience & how does it benefit users? 3. Main gamer types your aiming at 4. Which intrinsic & extrinsic awards would you use & why? 5. Describe the actions/scenarios for each of the stage in the user journey? What actions do you want users to take? 6. How would you integrate social into this project?
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- 92. Nike: a sportsor tech company?
- 93. Autodesk: Gamified Trial •54% increase in trial usage, • 15% increase in buy clicks, and a • 29% increase in channel revenue per trial start
- 94. Autodesk case: learnings 1.Decide who your audience 2. Identify the type of behavior you want to drive from that target audience. 3. Look at the experience from the player’s perspective. 4. Pace your content by breaking into sections to keep gamers engaged and to easily keep track of goals or trophies earned throughout the trial. 5. Have some fun and outline any Easter egg achievements you’re going to give away 6. Find the right technology to fit your story
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- 96. Branded Apps: DominoPizza Domino’s digital platforms comprise 30% of sales in the U.S
- 97. STEP 2: increasedengagement
- 98. STEP 2: increasedengagement • 135% Increase in referral traffic from Facebook • 300% Increase in revenue from Facebook-referred visitors • 600% Increase in images & videos upload to social content
- 99. Samsung Nation: SocialLoyalty
- 100. Gamification & SecondScreen • Make it fun & engaging • Bring people back, possibly multiple times a day • Gamified Social experience > Fans become brand ambassadors
- 101. Moosejaw: real-time pricing “Inless than 15 minutes, they sold over five hundred $10 Moosejaw gift cards. Consumers then took those $10 gift cards and, on average, made purchases of $66, a 560% return on investment.”
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- 104. Extraco Bank: boostconversions Used gamification technique to help ease the pain of the news that free checking was going to go away for certain customers.
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- 109. “Life is agame, don’t forget to play”
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- 111. Do we needto gamify digital marketing? Absolutely as it can - Drive user engagement & satisfaction, - Create loyalty - Increases revenue - Boost social sharing
- 112. “Gamers tend tobe more motivated than non-gamers to be connected to others, and they display a higher than average propensity to interact with brands on social networks…” Adam Kleinberg for Mashable
- 113.