This document discusses using gamification and game mechanics in performance marketing to drive user behavior and engagement. It provides examples of how simple games and challenges can be used to get more and higher quality engagement from an audience. Mechanics like progression, achievement, and rewards are highlighted as effective ways to keep users engaged. Case studies show how gamification led to increased participation, time spent, coupon downloads, store visits, and sales for brands in different industries. The document advocates testing game mechanics and focusing on the process over prizes to effectively use gamification for performance goals.

1. Behavior-Driven Gamification in
Performance Marketing
@brevsin
Boris Revsin, Founder
brevsin@dailybreak.com

2. Content
The Quick Introduction
Gamifica-what?
Gamification & Performance
Proof
Resources
2

3. The Quick Introduction
 Founded company in college – lived off of CPA affiliate deals on both network and
local scale
 As company began to grow, so did the brands we sought for marketing dollars
 But we never were big enough for pure CPM play… we had to prove we could
generate revenue from the audience we had
 So we developed Challenges – a gamification experience meant to drive human
behavior
3

4. Why Use Game Mechanics
Game mechanics should be used to get
more volume AND higher quality volume
out of the same audience
4

5. A Simple Example – Traditional Model
$$
CPA
People
Website
5

6. A Simple Example – Gamified Model
People
Website
$$ $$ $$
CPA CPA CPA
6

7. How Does This Work?
Gamification is the use of
game-thinking and game mechanics
in a non-game context in order to
engage users and solve problems
Source: Wikipedia
7

8. Real Life Examples
8

9. How Does This Work?
Rule #1: Game Mechanics are like everything else. They must be tested
and tested again.
Rule #2: Play leads to Achievement. Achievement leads to loyalty.
Achievement releases the same chemical in the brain as a drug might.
Rule #3: Progression leads to Completion. Show status.
Rule #4: TELIC. Focus on the PROCESS not the PRIZE.
9

10. How Does This Work?
New brand metrics allow for better experience
10

11. Using Game Mechanics To Chain Together Actions
11

12. Case Study: Chevrolet
12

13. Case Study: Chevrolet
• Start with fun game to draw people in
• Show them an example video first to • Over 5 minutes of engagement
increase participation rate
• Over 500 videos
• Ask for the video
• Over 10,000 sales leads (50% opt-
• Ask for lead information only after in rate)
they’ve engaged deeply (you don’t ask
someone to marry you the first time you • Close to 20 car purchases
meet)
• End with sharing to friends
13

14. Case Study: Leading Casual Dining Restaurant
14

15. Case Study: Leading Casual Dining Restaurant
• Start with fun game to draw people in
• Ask them to debate a fun topic with • Over 3 minutes of engagement
social hooks
• 20,000 coupon downloads (80%
• Reward and excite them with an rate)
exclusive coupon
• 20,000 store locator searches(80%
• Ask for lead information after the reward rate)
excitement
• Over 12,000 email opt-ins (49%
• Push them to the nearest location opt-in rate)
toclosing the sale
15

16. Learn About Games
By: Aaron Dignan
16

17. Behavior-Driven Gamification in
Performance Marketing
@brevsin
Boris Revsin, Founder
brevsin@dailybreak.com