Gamification, Game Based Marketing, Serious Business

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The document discusses gamification and provides examples of how game mechanics can be used to increase user engagement. It defines gamification as using game elements like points, leaderboards, and levels to motivate behavior. Common game mechanics that can be applied include point systems, achievements, leveling up, and badges. Examples are given of how companies like Foursquare, Nike, and the Dutch tourism board have successfully used gamification to boost user engagement for activities like checking into locations, exercising, and travel. The document ends with some design pointers for gamifying activities, such as focusing on positive rewards, prototyping ideas, and preventing spammy behaviors.

Business Entertainment & Humor Technology

GAMIFICATION
Game Based Marketing,
Serious Business

24 november 2011
C O P Y R I G H T 3 S I X T Y F I V E B . V.

Table of contents

1 Gamification?
2 Not new but different
3 Game mechanics
4 What you can do with it
5 Serious Business
6 Some pointers

1. Gamification
TH E DECA D E OF GA M E S

Social Layer:
Last decade
Connections
Facebook’s Open Graph
Construction is over

Game Layer:
Next decade Seth Priebatsch
Inﬂuence & behaviour Chief Ninja
No foundation SCVNGR
Construction has just begun

1. Gamification
DE FINI TIO N

The use of game-mechanics and
game-thinking in order to create user
engagement and solve problems.

1. Gamification
Y ES O R NO

- but can be used for loyalty -

1. Gamification
I T’ S ALL ABO UT D OPA M I NE

Is released when we go from challenge to achievement

1. Gamification
Y ES O R NO

It’s about positive rewards

1. Gamification
W HY DO P E OP L E P L AY ?

Socializing Mastery

1. Gamification
W HY DO P E OP L E P L AY ?

Socializing Mastery Destress

1. Gamification
W HY DO P E OP L E P L AY ?

Socializing Mastery Destress Fun

1. Gamification
TY PE S O F P L AY E R S

Socializers

1. Gamification
TY PE S O F P L AY E R S

Socializers Explorers

1. Gamification
TY PE S O F P L AY E R S

Socializers Explorers Achievers

1. Gamification
TY PE S O F P L AY E R S

Socializers Explorers Achievers Killers

1. Gamification
DE S IG N SO M E T H I N G I N T E R ES T I N G F O R E VE R YB O D Y

Anything that can measured, can be gamified.

1. Not New But Different
R E MEM BE R T H E S E ?

Spend more and get an upgrade

1. Not New But Different
R E MEM BE R T H E S E ?

Spend more and get an upgrade Fly more and get an upgrade

1. Not New But Different
R E MEM BE R T H E S E ?

Spend more and get an upgrade Fly more and get an upgrade Master!

3. Game Mechanics
S OME EXAM P L E S

Point systems

3. Game Mechanics
S OME EXAM P L E S

Point systems Leaderboard / Achievements

3. Game Mechanics
S OME EXAM P L E S

Point systems Leaderboard / Achievements Level up

3. Game Mechanics
S OME EXAM P L E S

Countdown

3. Game Mechanics
S OME EXAM P L E S

Countdown Progression

3. Game Mechanics
S OME EXAM P L E S

Countdown Progression Badges / Stickers

3. Game Mechanics
S OME EXAM P L E S

Community Collaboration

4. What you can do with it
U S ER E NGA GE M E N T

Maximize engagement

4. What you can do with it
U S ER E NGE GE M E N T

15 Million users and counting, 77% checks-in 30x per month

4. What you can do with it
U S ER E NGA GE M E N T

4. What you can do with it
U S ER E NGA GE M E N T

Check in: Movies, music, games, books

4. What you can do with it
U S ER E NGA GE M E N T

Check in: Movies, music, games, books

Earn stickers, points

4. What you can do with it
U S ER E NGA GE M E N T

Check in: Movies, music, games, books

Earn stickers, points

Follow friends

4. What you can do with it
U S ER E NGA GE M E N T

Check in: Movies, music, games, books

Earn stickers, points

Follow friends

Become guru!

4. What you can do with it
U S ER E NGA GE M E N T

And you thought this was crazy!

4. What you can do with it
U S ER E NGA GE M E N T

Publishing

4. What you can do with it
S OLVE P RO B L E M S

Saving energy can be fun, competitive and social

4. What you can do with it
S OLVE P RO B L E M S

Get people to vote. Not so far fetched

4. What you can do with it
S OLVE P RO B L E M S

Do good. Stimulate charity. Help people.

5. Serious Business
S U CC ES LIE S I N M ULT I P L E G AME ME C H AN I C S

It’s in the combination
of game-mechanics
that creates success.
Seth Priebatsch
Chief Ninja
SCVNGR

5. Serious Business
G R OUP O N

2009: $100k 2010: $10M 2011: $2.6B

5. Serious Business
NIK E +

Run against & with friends. Stay motivated. Nike facilitates.

5. Serious Business
DO N’T FO RGE T T H E D UT CH

How to use in a campaign

5. Serious Business
DO N’T FO RGE T T H E D UT CH

5. Serious Business
DO N’T FO RGE T T H E D UT CH

1st gamiﬁed travel platform

5. Serious Business
DO N’T FO RGE T T H E D UT CH

1st gamiﬁed travel platform

Fans + Locals + Visitors + Trade

5. Serious Business
DO N’T FO RGE T T H E D UT CH

1st gamiﬁed travel platform

Fans + Locals + Visitors + Trade

Stimulate quantity & quality

5. Serious Business
DO N’T FO RGE T T H E D UT CH

1st gamiﬁed travel platform

Fans + Locals + Visitors + Trade

Stimulate quantity & quality

Plakkers!

6. Some Pointers

1 CHALLENGE VS ACHIEVEMENT
2 CAN YOU INTEGRATE POINTS?
3 THE LEVELS OF YOUR BUSINESS
4 YOU WILL BE GAMED!
5 DON’T STIMULATE SPAM
6 ONLY POSITIVE REWARDS
7 PROTOTYPE: DESIGN IS KEY (TEST)

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Gamification, Game Based Marketing, Serious Business

1. GAMIFICATION Game Based Marketing, Serious Business 24 november 2011 C O P Y R I G H T 3 S I X T Y F I V E B . V.

2. Table of contents 1 Gamification? 2 Not new but different 3 Game mechanics 4 What you can do with it 5 Serious Business 6 Some pointers

3. Gam ifi cation

4. 1. Gamification TH E DECA D E OF GA M E S Social Layer: Last decade Connections Facebook’s Open Graph Construction is over Game Layer: Next decade Seth Priebatsch Inﬂuence & behaviour Chief Ninja No foundation SCVNGR Construction has just begun

5. 1. Gamification DE FINI TIO N The use of game-mechanics and game-thinking in order to create user engagement and solve problems.

6. Maybe this helps...

7. 1. Gamification Y ES O R NO

8. 1. Gamification Y ES O R NO

9. 1. Gamification Y ES O R NO

10. 1. Gamification Y ES O R NO - but can be used for loyalty -

11. 1. Gamification Y ES O R NO

12. 1. Gamification Y ES O R NO YES!

13. 1. Gamification I T’ S ALL ABO UT D OPA M I NE Is released when we go from challenge to achievement

14. 1. Gamification Y ES O R NO It’s about positive rewards

15. 1. Gamification W HY DO P E OP L E P L AY ? Socializing Mastery

16. 1. Gamification W HY DO P E OP L E P L AY ? Socializing Mastery

17. 1. Gamification W HY DO P E OP L E P L AY ? Socializing Mastery Destress

18. 1. Gamification W HY DO P E OP L E P L AY ? Socializing Mastery Destress Fun

19. 1. Gamification TY PE S O F P L AY E R S Socializers

20. 1. Gamification TY PE S O F P L AY E R S Socializers Explorers

21. 1. Gamification TY PE S O F P L AY E R S Socializers Explorers Achievers

22. 1. Gamification TY PE S O F P L AY E R S Socializers Explorers Achievers Killers

23. 1. Gamification DE S IG N SO M E T H I N G I N T E R ES T I N G F O R E VE R YB O D Y Anything that can measured, can be gamified.

24. Not New but different

25. 1. Not New But Different R E MEM BE R T H E S E ? Spend more and get an upgrade

26. 1. Not New But Different R E MEM BE R T H E S E ? Spend more and get an upgrade Fly more and get an upgrade

27. 1. Not New But Different R E MEM BE R T H E S E ? Spend more and get an upgrade Fly more and get an upgrade Master!

28. Game Mechanics

29. 3. Game Mechanics S OME EXAM P L E S Point systems

30. 3. Game Mechanics S OME EXAM P L E S Point systems Leaderboard / Achievements

31. 3. Game Mechanics S OME EXAM P L E S Point systems Leaderboard / Achievements Level up

32. 3. Game Mechanics S OME EXAM P L E S Countdown

33. 3. Game Mechanics S OME EXAM P L E S Countdown Progression

34. 3. Game Mechanics S OME EXAM P L E S Countdown Progression Badges / Stickers

35. 3. Game Mechanics S OME EXAM P L E S Community Collaboration

36. What can you do with it

37. 4. What you can do with it U S ER E NGA GE M E N T Maximize engagement

38. 4. What you can do with it U S ER E NGE GE M E N T 15 Million users and counting, 77% checks-in 30x per month

39. 4. What you can do with it U S ER E NGA GE M E N T

40. 4. What you can do with it U S ER E NGA GE M E N T Check in: Movies, music, games, books

41. 4. What you can do with it U S ER E NGA GE M E N T Check in: Movies, music, games, books Earn stickers, points

42. 4. What you can do with it U S ER E NGA GE M E N T Check in: Movies, music, games, books Earn stickers, points Follow friends

43. 4. What you can do with it U S ER E NGA GE M E N T Check in: Movies, music, games, books Earn stickers, points Follow friends Become guru!

44. 4. What you can do with it U S ER E NGA GE M E N T

45. 4. What you can do with it U S ER E NGA GE M E N T

46. 4. What you can do with it U S ER E NGA GE M E N T

47. 4. What you can do with it U S ER E NGA GE M E N T And you thought this was crazy!

48. 4. What you can do with it U S ER E NGA GE M E N T And you thought this was crazy!

49. 4. What you can do with it U S ER E NGA GE M E N T And you thought this was crazy!

50. 4. What you can do with it U S ER E NGA GE M E N T Publishing

51. 4. What you can do with it S OLVE P RO B L E M S Saving energy can be fun, competitive and social

52. 4. What you can do with it S OLVE P RO B L E M S Get people to vote. Not so far fetched

53. 4. What you can do with it S OLVE P RO B L E M S Do good. Stimulate charity. Help people.

54. serious business cases

55. 5. Serious Business S U CC ES LIE S I N M ULT I P L E G AME ME C H AN I C S It’s in the combination of game-mechanics that creates success. Seth Priebatsch Chief Ninja SCVNGR

56. 5. Serious Business G R OUP O N 2009: $100k 2010: $10M 2011: $2.6B

57. 5. Serious Business NIK E + Run against & with friends. Stay motivated. Nike facilitates.

58. 5. Serious Business DO N’T FO RGE T T H E D UT CH How to use in a campaign

59. 5. Serious Business DO N’T FO RGE T T H E D UT CH

60. 5. Serious Business DO N’T FO RGE T T H E D UT CH 1st gamiﬁed travel platform

61. 5. Serious Business DO N’T FO RGE T T H E D UT CH 1st gamiﬁed travel platform Fans + Locals + Visitors + Trade

62. 5. Serious Business DO N’T FO RGE T T H E D UT CH 1st gamiﬁed travel platform Fans + Locals + Visitors + Trade Stimulate quantity & quality

63. 5. Serious Business DO N’T FO RGE T T H E D UT CH 1st gamiﬁed travel platform Fans + Locals + Visitors + Trade Stimulate quantity & quality Plakkers!

64. 3. Serious Businss P LA KK E RS

65. Some pointers

66. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)

67. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)

68. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)

69. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)

70. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)

71. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)

72. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)

73. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)

74. One more thing

75. There is no magic potion

76. thanks any questions?

Editor's Notes

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http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
Foursquare heeft waarschijnlijk een kleine 200.000 gebruikers in NL. \nGroeit keihard maar is nog steeds geen mainstream.\n
http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
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http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
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Socializers (like to socialize with other people)\n \n Explorers (like to fully explore the game world and its limits)\n \n Achievers (like to gather points and raise levels)\n \n Killers (like to win and will do everything for it)\n
Socializers (like to socialize with other people)\n \n Explorers (like to fully explore the game world and its limits)\n \n Achievers (like to gather points and raise levels)\n \n Killers (like to win and will do everything for it)\n
Socializers (like to socialize with other people)\n \n Explorers (like to fully explore the game world and its limits)\n \n Achievers (like to gather points and raise levels)\n \n Killers (like to win and will do everything for it)\n
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http://founderfuel.com/2011/10/28/day-55-turntable-fm-and-social-engagement-loops/\n
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Foursquare heeft waarschijnlijk een kleine 200.000 gebruikers in NL. \nGroeit keihard maar is nog steeds geen mainstream. \nPS: 10 M users in june 2011. Growth now 1M users per month.\n
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http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
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don&#x2019;t over do it...\n
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