Want big wins in marketing and communications? Use game mechanics. Gamification is using game mechanics in non-game settings to create engagement. These techniques fulfill our basic needs for competition and connection – whether you use points, badges, competitions or crowdsourcing. And games create engagement through fun and reward. The love of games transcends cultures and generations and the emotional connection that is created can lead to a stronger brand relationship. - The basics of gamification - Player types – and how to motivate different players - Real-world uses of game mechanics - And using gamification for B2C and B2B - See more at: http://www.signalinc.com/the-game-of-gamification/

1. The Game of
Gamification
Enhance your marketing and
communications efforts with
game mechanics

2. Are you ready?
Let’s PLAY!

3. We’re hardwired to love games.

4. Gamification 101
• Gamification is applying game mechanics
in non-game settings to create engagement.
• Games are fun and rewarding, which can help
marketers increase brand loyalty – and profits.
• The love of games transcends cultures
and generations. It’s just part of who we are.

5. This presentation explores…
• The basics of gamification
• How game techniques can be used
• Examples of successful gamification

7. The emotional connection forged by games leads
to a longer relationship, as opposed to simple
brand awareness.

8. Gamification isn’t new,
you know.
• Companies have long used points programs and
interactive features to reward loyalty or create interest.
• Gamification is rising in popularity right now because of
high-profile success stories.
• In fact, more than 70% of the world’s largest 2,000
companies report that they expect to deploy at
least one gamified application by the end of 2014*
* http://www.convinceandconvert.com/social-media-case-studies/why-gamification-works-how-brands-are-marketing-with-fun/?
utm_source=rss&utm_medium=rss&utm_campaign=why-gamification-works-how-brands-are-marketing-with-fun

9. The Game Theorists say that games charm us
because they fulfill basic human needs…
…for competence, autonomy and relatedness.
* https://www.youtube.com/watch?v=MyUC_28HIvA

10. Play is part of the
universal experience.

11. In fact, evolution has selected
for animals who play.*
That’s why games
are so engaging.
* http://blog.ted.com/2011/06/15/a-manifesto-for-play-for-bulgaria-and-beyond-steve-keil-on-ted-com/

12. Gamification has
cross-generational appeal
• Generation Y – those born between 1980
and 2000 – now make up 25% of the workforce.*
• These technology mavens love online games
and social media. Gamified applications and
communications are an instant win with this group. Pun
intended.
• Of course, games also resonate with those who enjoy
connecting and competing – at any age.
* http://www.forbes.com/sites/ciocentral/2012/07/03/lets-play-to-keep-gen-y-staffers-gamify-their-work/

13. “Gamification is as important
as social and mobile.*”
- Bing Gordon
* http://www.pinterest.com/fdlink/gamification-quotes/

14. What kind of
player are you?

15. Different players,
different motivations
Richard Bartle, game creator
and academic, developed a player
typology during the 1980s. His well-known
system helps define design
patterns in gamification.

16. You may recognize these
player types, for they describe
both how we like to play
games – and how we like
to interact with the world.

17. Calling all players!
What are their
personalities?
Like to ACT ON THE WORLD.
They set goals and play to win.
How do you
engage them?
Offer points or badges for
progressing through levels
to help them feel they’ve
met their goal.
Achievers
Like to INTERACT WITH OTHER
PLAYERS. They chat, share and
empathize with others.
Give them the opportunity
to socialize, collaborate
and discuss.
Socializers
Like to INTERACT WITH THE
WORLD. They love discovery
and learning.
Let them give ratings or vote
content up or down to share their
views about what
they’ve learned.
Explorers
Like to ACT ON OTHER PLAYERS.
They like domination and using the
tools of the game
to win.
Offer places to share their
reputation as a fierce
competitor (leaderboards, rankings)
and feel superior.
Killers
Player
Types
* http://gamifyforthewin.com/2012/08/whats-the-big-deal-about-bartles-player-types/
* http://www.growthengineering.co.uk/why-your-gamification-features-need-to-be-suitable-for-all-types-of-game-player/

18. Technology + fun + reward =
BETTER ENGAGEMENT

19. Games are all about
rewarding people
Basic techniques include:

20. Real-world
examples

21. Recyclebank
Using points to educate
• Hotel and airline loyalty programs use points (or miles)
to reward customers for business volume.
• Recyclebank has taken it to the next level,
offering points to users for completing interactive
lessons about the importance of recycling.
• Users can redeem their points for discounts,
gift cards, magazine subscriptions and more.

23. LinkedIn
Adding rankings to its popular site
• Companies are using leaderboards or other rankings
to add competition to the mix.
• Manufacturers have used leaderboards for some time
to track and reward employees’ performance.
• Business networking site LinkedIn recently began
ranking its users’ profiles by popularity – pushing users
to engage with the site more to increase their standing
in the eyes of valued business contacts.

25. Nike+
Creating an interactive community sensation
• Nike+ is a gamified app so popular, it inspired
an entire product line of accessories. This app lets
users record pace, distance and run routes to train
and challenge themselves.
• Nike+ also offers tasty social features, such as
allowing users to instantly share their stats with
Facebook and Twitter.

27. Crowdsourcing
& gamification

28. Crowdsourcing is harnessing
the collective wisdom of a
community to answer questions
or solve challenges.

29. Think of crowdsourcing as
brainstorming on a large scale
• Wikipedia is a well-known example,
one where people volunteer their time
and knowledge for the cause.
• Here are a few examples that add
competition and rewards for more flavor.

30. Lego IDEAS
Helping Lego fans make their visions a reality
• Ever had a cool idea for a new Lego set?
• On Lego IDEAS, users share their vision and gather
online support. 10,000 supporters qualifies your project
for Lego review, where marketing and design reps
choose new products.

32. Syngenta
Encouraging collaboration,
gathering new ideas
• The global crop sciences company reaches out to R&D
scientists for partnership opportunities through its
Syngenta Thoughtseeders program.
• The Good Growth Plan offers grants for the best ideas
for helping sustainably feed the growing global
population.

34. Going beyond
B2C

35. Hey! Gamification isn’t just for
B2C – it’s also great for B2B
marketing and employee and
student engagement.

36. Get greater B2B reach by…
• Helping participants engage and interact in online
communities – give users who share more or help
others badges or rankings.
• Teaching visitors to your website about
your product or service with small tasks
or “missions” such as downloading papers,
watching videos or taking tests
for a chance at a prize.

37. Imagine awarding points to
employees for desired behaviors
such as attending training, using
the fitness center or collaborating
with others.

38. Gamification and online learning
are standard in today’s classrooms
• At a school in North Carolina, students earn “gold”
for scores and purchase perks like bonus points on
homework or team test-taking.

39. Signal
snapshots

40. Signal snapshots
John Deere partnered with Signal to design games that
inform customers about product features – it’s education
with a side of entertainment!

41. Matching game
An online matching game helps promote
the Frontier utility tractor’s 600+ implements.

42. EZ Trak Challenge game
The Eztrak Challenge lets players test
their skills with the mower’s maneuverability
in a timed challenge.

43. It’s time to use gamification
to help you reach your goals!
Read our white paper
and learn your next steps.