The document discusses the concept of gamification, which involves integrating gameplay elements into non-gaming contexts to enhance customer engagement and loyalty. It highlights various strategies and examples, illustrating how organizations can use gamification to connect with younger audiences and promote positive social outcomes. Additionally, it emphasizes the importance of understanding objectives, audience preferences, and balancing extrinsic and intrinsic motivations in designing effective gamification experiences.

1. Gamification
Optimising Meaningful Engagement
Foundation for Young Australians ~ 19 Dec 2011

2. Getting to know you!
What is your favorite game?

3. What is Gamification?
• A process of incorporating
gameplay elements into non-gaming
applications, products and services
• improve customer experience
• build engagement
• create loyalty
• Gamification helps drive the journey
but it’s not the core experience

4. Why do organisations
use gamification?
Engage customers
Build
Stimulate
Encourage
Innovate

5. The gamer generation: 10,000 hours of gameplay by age 21
3 billion hours online per week

6. The gamer generation: Leaders of a brave new world
pervasive . augmented . accessible . realtime . global

7. What is it about games? It’s all about the Hero’s Journey

8. Three key game strategies
Game development Game mechanics Game dynamics
Build a game as an imbed Add extrinsic gamification Build integrated and
on your website or as a motivators engage your immersive experiences for
mobile app. Entertainment, customers. Reward & your customers. Creating
information, awareness recogition pervasive experiences

9. Example 1: Branded gaming as a marketing strategy
Objective: Raise awareness of insurance issues as a prompt to increase sales

10. Example 2: Gamification (extrinsic + intrinsic strategies)
Objective: Strengthen brand loyalty by creating connection, community, reward & recognition between runners

11. Example 3: Pervasive game design + gamification
Objective: Thrill and reward loyal fans through a collaborative, pervasive scavenger hunt across NY

12. More gamification
targeting youth
for positive social outcomes

13. But first, let’s find out a little more about you :)

14. What kind of player are you?
[B]
[A] I like to win points
I thrive on and achievements
competition, either (and receive
building or rewards and
destroying things. recognition for my
efforts).
[C]
I like to interact with [D]
other players during I like to solve
games, especially in puzzles, dig around
building things and discover things
together or going on in a game.
quests.
Bartle’s Player Types 1996

15. What kind of player are you?
ACTING
[B] ACHIEVERS
[A] KILLERS I like to win points
I thrive on and achievements
competition, either (and receive
building or rewards and
destroying things. recognition for my
5% 10% efforts).
PLAYERS WORLD
[C] SOCIALIZERS 75% 10%
I like to interact with [D] EXPLORERS
other players during I like to solve
games, especially in puzzles, dig around
building things and discover things
together or going on in a game.
quests.
INTERACTING
Bartle’s Player Types 1996

16. Enter the magic circle...

17. Gamification Continuum: Building on the Intensity of Engagement
Level 1: Involving Level 2: Interacting Level 3: Contributing
Brooklyn Museum exhibits The Smithsonian has a The New York Public Library’s
collections online and allows smartphone scavenger hunt recent overnight scavenger hunt
viewers to ‘like’ and ’tag’ ‘GoSmithsonian Trek’ where used smartphones & online
objects. Game mechanics such visitors decode clues to collaboration to locate artifacts
as Foursquare checkins are discover artifacts across all nine and write short essays inspired by
imbedded in the web interface Smithsonian museums their quests. Result is the co-
creation of a book for the NYPB
collection

18. Gamification Continuum: Building on the Intensity of Engagement
Level 4: Integrating Level 5: Creating Level 6: Reinventing
The N8 museum in Amsterdam The American Museum of Gamification is being used to
holds an annual ‘Museum Night’ Natural History runs a summer redefine and even disrupt
where 40 museums collaborate camp for middle schoolers traditional assumptions and
to create integrated experiences studying the cretaceous period methods across all industries by
for a younger audience that using 3D modeling and then creating more positive and
combines bands, dance, film, interacting with their creations immersive experiences to deliver
food and drinks from 7pm-2am in a virtual world more effective outcomes

19. sustainability : a virtual tree with realtime feedback on the health of your city

20. safe sex : condoms with QR codes & a web app that rates performance & compares results

21. discovery : MS Vista release pervasive game ‘The Vanishing Point’

22. exergaming : adding fun and challenge to exercise (incudes wii, kinect, etc)

23. Key inputs that shape
your gamification
strategy
Your objectives: are they genuine?
Your audience: what rocks their boat?
Your limitations: budget & imagination

24. How to integrate a game strategy
Select the right medium Be genuine Be social
Where and how do your Your customer’s relationship with Your customers trust their friends
customers like to play? Desktop, your brand is a form of self and family over your marketing.
Social Networks, Mobile, Web? expression. Therefore you need Your game strategy needs to
to create a meaningful story as a create conversations and make
backbone to your game strategy.. sharing easy.

25. How to integrate a game strategy
Create experiences Know your audience Be playful yourself!
Balance extrinsic (rewards, Profile your audience to design It’s essential that your
achievements, recognition) with gameful experiences that are organisation is playful. Happy,
intrinsic (meaningful & engaging meaningful and relevant to engaged and connected staff will
interactions). Ensure customers them. Ensure your message is facilitate the same for your
control their experience. consistent. customers.

26. Considerations
• 10% design, 90% iteration
• Continuous development &
community management
• Focus on positive behaviors
• Design around intrinsic motivators
• Unintended consequences happen
• Simplicity
• A game strategy may not be right
for your project

27. How can gamification benefit your programs?

28. Thank you!
Marigo Raftopoulos
Marigo@strategicgameslab.com
Mobile/Cell: +61 (0)412 183735
Skype: marigo.raftopoulos
Twitter:@Marigo
Blog: http://talesfromthecasbah.blogspot.com
Web: www.strategicgameslab.com