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Do we need to Gamify (Digital) Marketing?
Gunter Blanckaert discusses the importance of gamification in digital marketing. He notes that gamification uses game mechanics and design to increase user engagement with non-game contexts. The average young person will spend 10,000 hours playing online games by age 21, showing why gaming is important to future "Generation G" customers. Examples of successful gamification programs from companies like Nike, Autodesk, Samsung and Moosejaw are presented that increased user engagement, conversions and revenue. Blanckaert argues that gamification can drive user engagement and satisfaction, create loyalty, increase revenue and boost social sharing, making it an important tactic for digital marketers to use.
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Do we need to Gamify (Digital) Marketing?
- 1. Do we need togamify (digital) marketing? Gunter Blanckaert Twitter: @Guntbl 08/01/2013
- 2. A Typical Dayat the Office
- 3. Gunter who? • >12yin the online business @ Microsoft Advertising • Brand Strategy Lead for the European markets • Digital enthusiast, 24/7 surrounded by technology • Proud father of 3 Generation G kids
- 4. Who are you& why are you here? Why are you here? What are your expectations?
- 5. Table of content • • • • • • • Settingthe Scene Gaming for dummies Advergaming Play time Break Gamification Basics Examples/cases
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- 8. Generation G: yourfuture customers “The average young person in a country with a strong gaming culture will have spent 10.000 hours playing online games by the age of 21”
- 9. Why is Gamingso important for Gen G 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
- 10. Time it tookto get to 1M users 730 days 365 days 365 days 74 days 28 days 10 days
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- 12. Exercise: what’s yourgaming history?
- 13. Who remembers ArcadeGames? Why wasn’t the ball of pong round? Make sure to visit: http://atari.com/arcade#!/arcade/
- 14. Who remembers DonkeyKong?
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- 16. Who remembers SegaMaster?
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- 21. Who considers him/herselfto be a gamer?
- 22. Console Usage Males 15-34yrs average 12 hours per week gaming & increasing Console usage is similar To TV usage 900 Average Audience (000) 800 10.000 700 8.000 600 500 6.000 400 4.000 2.000 0 300 TV Usage Game Console Usage 200 100 0 Video Game Average Audience (000) Avg. hours gaming per Week 12.000
- 23. Males 18 –34, not alone anymore
- 24. What type ofgames does a gamer play? Most people think of this…
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- 26. Launch of Halo4 - 2012 “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.”
- 27. Launch of GTA- 2013 “GTA 5 made a staggering $800m on its first day, beating Call of Duty: Black Ops 2, which earned $500m upon its debut.”
- 28. Launch of Callof Duty – Black Ops 2
- 29. But this isthe new face of fun
- 30. Games everywhere, foreveryone Worldwide 30,000,000 mobile apps 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
- 31. Games everywhere, foreveryone "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“
- 32. Online Gaming “We invest3 billion hours weekly playing games online.”
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- 34. Social Gaming “social gameshave become the modern “Calgon Moment” for busy women who often feel life spiraling out of control around them.”
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- 36. Advergaming “is the practiceof using video games to advertise a product, organization or viewpoint “ “it is not In-game advertising, it is not Gamification”
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- 42. Exercise: Time toplay • Who has a smartphone? • Who has brought his tablet? • Who has his laptop? Take it out of your bag, give it to your neighbour and show them your favourite game Tell them why you like it
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- 44. 1. What is Gamification? “Isthe use of game mechanics and game design techniques in non-game contexts.” “The process of game-thinking and game mechanics to engage users and solve problems”
- 45. What Gamification isnot “Particularly in the early 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.”
- 46. Gamification is hot “Anestimated 70 percent of the top 2,000 public companies in the world will have at least one gamified application by 2014 (…) the worldwide market will grow from $242 million in 2012 to $2.8 billion in 2016, with enterprise gamification eclipsing consumer gamification in 2013”
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- 48. 2. Gamification Basics • Justwant to have fun • Loyalty evolved • Status - Rewards
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- 52. Loyalty, a wellknown tactic
- 53. Loyalty, a wellknown tactic
- 54. Loyalty, a wellknown tactic
- 55. The future ofloyalty is social
- 56. SAPS = systemof rewards • • • • Status: Badges | Levels & Leaderboard Access Power Stuff
- 57. Extrinsic vs Intrinsicrewards • Extrinsic rewards (prizes, cash, discounts, offers) should be aligned with intrinsic rewards – Intrinsic Rewards (self-motivational) – Extrinsic Rewards (carrot/stick principle)
- 58. 3. • • • • Why do you/peopleplay? Mastery Destress To have fun To socialize
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- 61. FU AS A Funas a social motivator SOCIAL MOTIVATOR Get more people to use stairs? Make stairs for FUN!
- 62. FU AS A Funas a social motivator SOCIAL MOTIVATOR
- 63. Escape from reality,007 style
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- 65. 4. Excercise • Who doyou think makes up for the biggest portion of the poulation? Why? • What type are you? • Can you give examples of games typical for the different types?
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- 67. Excercise: what gamemechanics do you know or would you use for your assets?
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- 71. 5.1 • • • • • Game Mechanics: pointsystem Experience points Redeemable points Skill points Karma points Reputation points
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- 73. 5.2 Game Mechanics: Levels • • • • CfrPacman Angrybirds Donkeykong Progress bar: Linkedin
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- 76. OBJECTIVE of thesemechanics? Long term engagement
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- 78. Nike: a sportsor tech company?
- 79. Autodesk: Gamified Trial •54% increase in trial usage, • 15% increase in buy clicks, and a • 29% increase in channel revenue per trial start
- 80. 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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- 82. Branded Apps: DominoPizza
- 83. STEP 2: increasedengagement
- 84. 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
- 85. Samsung Nation: SocialLoyalty
- 86. Gamification & SocialMedia • Make it fun & engaging • Bring people back, possibly multiple times a day • Gamified Social experience > Fans become brand ambassadors
- 87. 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.”
- 88. 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.
- 89. Excercise Think about yourdigital assets? Where could you apply a gamified experience? split up in groups & come up with an idea
- 90. Excercise • What isthe reason for gamifying your product or service? • How does it benefit users? • Will they enjoy it? • What are your business goals? • How do you get users to fulfill those business goals? • What actions do you want users to take?
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- 95. “Life is agame, don’t forget to play”
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- 97. Do we needto gamify digital marketing? Absolutely as it can - Drive user engagement & satisfaction, - Create loyalty - Increases revenue - Boost social sharing
- 98. “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
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