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Brand engagement with mobile gamification apps from a developer perspective
The document provides an overview of brand engagement through mobile gamification apps from a developer's perspective, outlining key concepts such as gamification, its applications, potential risks, and lessons learned in creating effective apps. It emphasizes the importance of understanding user interaction and the goals of gamification, while also highlighting successful case studies and industry opportunities for growth. Overall, it underscores the significance of thoughtful design and user feedback in developing engaging gamified experiences.
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Brand engagement with mobile gamification apps from a developer perspective
- 1. Brand engagement with mobile gamificationapps from a developer perspective Manuel Martin Salvador R&D Engineer @ Base AI researcher @ Bournemouth University 05/12/2016 CMC Masterclass Series Bournemouth University
- 2. Outline 1. Introduction 2. Gamification 3.Apps encouraging a positive change 4. Lessons from a developer 5. Opportunities
- 3. Let’s play agame! 6 questions Every right answer = 1 point Prize = a box of Heroes (raffle between top winners) Self-assessment: please write down your answers
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- 5. Question #1: Whatis this logo? Introduction
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- 8. Branding ● Logo ● Colourscheme ● Font ● Language (formal, informal) ● Culture (e.g. open, cool, modern, formal) ● Physical shop: window and decoration ● Online shop: layout and images “Inconsistency is a brand killer” → Design brand guidelines Introduction
- 9. Question #2: What companyhas this tagline? “every little helps” Introduction
- 10. Loyalty Do people oftenthink in your company when need to buy a product or hire a service? E.g. soft drink, detergent, barber shop, mobile phone Introduction
- 11. Engagement How often docustomers interact with your brand? ● This will vary depending on the life span of the product (e.g. milk vs car) How do customers react when you offer something new? ● E.g. you may want to try a new Oreo’s flavour Introduction
- 12. Main challenges Brand recognition:can people identify my logo/tagline? Customer loyalty: how can I keep a customer and avoid him/her to go to a competitor? Customer engagement: how can I make customers like my brand and react positively to my offer? Introduction
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- 14. Definition “Gamification is theuse of game-design elements and game principles in non-game contexts.” Deterding et al. From game design elements to gamefulness: defining "gamification". MindTrek 2011 Gamification
- 15. Main applications Marketing: loyalty(e.g. Tesco Clubcard), customer engagement. Workplace: motivate employees to complete tasks. Education: encourage students to learn. Health: encourage people to exercise more (e.g. Fitbit). Crowdsourcing: collect hard-to-get information from many users (e.g. Foursquare). Gamification
- 16. Point system Users getpoints based on their actions You can choose a word that fits well within your strategy (e.g. coins, health points, experience points) Source Gamification
- 17. Incentives / Rewards Givevalue to the points (e.g. 1000 points = £10 voucher) Known rewards (rules) ● E.g. get a free coffee with 300 points Unexpected rewards (because reasons) ● E.g. happy birthday! Have a free cookie on us! Gamification Source
- 18. Leaderboards Being part ofa community Competitive: beat your friends Refresh it periodically (e.g. every week) to avoid frustration Gamification Source
- 19. Badges People like collectingthings Don’t confuse badges with value Gamification
- 20. Unlock achievements Set stagesto complete (e.g. level 1 in Spanish) Feeling of progressing Gamification
- 21. Risks If used badly,gamification has the potential to be counterproductive Moral drift / cheating Addictive behaviour Illusion of fun: Just pretending something is fun does not make it fun. Anxiety vs Boredom More Gamification
- 22. Flow Mihály Csíkszentmihályi Flow: ThePsychology of Optimal Experience, 1990 Source (too easy) (too hard) Gamification
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- 24. Change of behaviour Mosthumans try to avoid boring or difficult tasks Learning a new skill or create a new habit take time Apps encouraging a positive change
- 25. Question #3 How muchtime does it take to create a new habit? Apps encouraging a positive change
- 26. Change of behaviour Mosthumans try to avoid boring or difficult tasks Learning a new skill or create a new habit take time: ● 21 days to build a new habit (Maxwell Maltz. Psycho-Cybernetics, A New Way to Get More Living Out of Life, 1960) ● 66 days to build a new habit (Lally et al. How are habits formed: Modelling habit formation in the real world, 2009) Apps encouraging a positive change
- 27. Wellness / Fitness Nike+Fitocracy Apps encouraging a positive change
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- 29. Public Transport Apps encouraginga positive change My Open Road SASAbus
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- 32. Question #4: What’s thename of this app? Apps encouraging a positive change
- 33. Education Duolingo Brilliant Khan Academy Apps encouraginga positive change
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- 35. I want togamify my business What’s your goal? What’s your budget? Do you have an app? A. My app is my business B. My app is a complement to my business C. I don’t have an app Lessons from a developer
- 36. “The perfect plan” Source Lessonsfrom a developer
- 38. Be Agile Source Lessons from adeveloper
- 39. Be Agile Lessonsfrom a developer
- 40. Notifications Don’t abuse Smart notifications:notify at the right moment (e.g. Subway does at lunch time) Lessons from a developer
- 41. UX / Design Makeyour gamification strategy consistent with your brand Lessons from a developer
- 42. User feedback Listen toyour users (and answer them) Accept critics → Improve Help to prioritise roadmap Lessons from a developer
- 43. Question #5: What’sthe Android market share in UK? Source
- 44. Question #5: What’sthe Android market share in UK? Source
- 45. Track everything* Analyse eventsand flows Source Fabric Lessons from a developer * Everything you need
- 46. Privacy Respect people's privacy.Not everybody wants to share his/her progress. Check the Data Protection Act (in the UK) and international legislation if you operate abroad. Be specially careful when you audience are kids Lessons from a developer Source
- 47. Backwards compatibility People don’tupdate apps as often as developers would like Source Oct 2016 Lessons from a developer Question #6: In what year was Windows 7 launched?
- 48. Backwards compatibility People don’tupdate apps as often as developers would like Source Oct 2016 2009! 2011! Lessons from a developer
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- 51. Steady rise inthe market growth 2012: $242 million 2015: $1700 million 2016: $2800 million Source It’s effective! ● Domino’s Pizza: created the gaming app Pizza Hero and increased sales revenue by 30% by letting customers create their own pizza with an app. ● Popchips: uses games to personalize mobile advertising and has seen its sales rise 40% leading to $100 million in sales. ● Bell Media: increased customer retention by 33% by incorporating “social loyalty” rewards on its website. Source Gamification is here to stay Source Opportunities Interest over time
- 52. Multidisciplinary Psychology Software developers Marketing (e.g.increase brand awareness, re-engage with users) HR (e.g. increase productivity, engage employees with some activities) Opportunities
- 53. Think out ofthe box Tram in Amsterdam (Daniel Disselkoen)Piano stairs in Brussels (Dole) Opportunities 66% more people used the stairs!
- 54.