The document discusses the use of gamification in social media, advertising, and public relations. It provides examples of brands like Aldo and Net-a-Porter that have used games to promote products and engage customers. Game mechanics aim to meet human psychological needs and reward behaviors. Different types of gamers are identified and various rewards used in applications are outlined. Maslow's hierarchy of needs is discussed in relation to how it can be applied in games.

1. SOCIAL MEDIA
& ENTREPREUNSHIP
ADVERTISING
AND PUBLIC REALATIONS LABS
DEPARTMENT OF COMMUNICATION
MEDIA AND CULTURE
PANTEION UNIVERSITY OF ATHENS
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2. 4/9/12 i KARE 2

3. Virtual goods duration
ratings achievement
motivation engagement
frequency community collaboration
appointment dynamic
epic win virality Recency
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4. GAMIFICATION
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5. “WE INVEST 3 BILLION HOURS
WEEKLY PLAYING ONLINE
GAMES”
Jane McGonigal
TED 2010
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6. It’s the decade of social games.
Their dynamics are extended beyond a computer’s screen
in any industrial sector.
Modern cultural and technological conditions enforced
their evolution and development.
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7. Games are now played via gadgets.
Retail websitesare converted into games because users prefer
the combination ofbuyingand gaming.
Their influence extends to the real world
and affects human behavior.
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8. The engagement of people with games is often high
and maintained.
They are fun!
They aim to reward social recognition
and adventure.
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9. Games introduce users to a virtualworld
where they have the ability to do what they dream.
Games turn users into gamers.
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10. ’’YOU MUSTN’T BE AFRAID TO
DREAM A LITTLE
BIGGER, DARLING’’.
Eames
INCEPTION
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11. GAME
MECHANICS
Game mechanics are designed
to meet and activate
needs and rewards.
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12. 1. Behavioral
Behavioral game mechanics are solely focused
on human behavior and the human psyche.
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13. 2. Feedback
These types complete the feedback loop
in a game mechanic.
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14. 3. Progression
These types are used to structure and stretch the
accumulation of meaningful skills.
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15. GAMER TYPES
Killers ( 1%) Achievers ( 10%)
Socializers ( Explorers (9%)
80%)
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16. REWARDS
USED IN APPLICATIONS
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17. MASLOW HIERARCHY
OF NEEDS ΑPPLIED IN GAMES
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18. EXAMPLES
1)ALDO INSTAGRAM MOOD BOARDS

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19. To promote the launch of its fragrance collection, ALDO
created a Facebook game.
Players chose from a series of Instagram photos that, once
selected, were compiled into a mood board that they
could post to their Facebook Timelines.
First brand to combine Instagram and Facebook.
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20. 2) NET-A-PORTER KARL
Mobile game app of the online designer store
Net-a-Porter for the launch of the exclusive
"Karl" by Karl Lagerfeld collection.
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21. Find Karl and win: find 5 Karl heads and win up to £1.000 to spend on NET-A-
PORTER
Skan:scan Karl heads to reveal exclusive content and take part in exclusive events
in London, Paris, Munich, Sydney and New York
Sneak Peek:have a sneak peek at the Karl collection and be first to shop when it
goes live ( it launched on January 25)
Karlified:karlify yourself
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22. SHOPKICK
The 1 mobile app that offers you rewards
just by walking IN a store (millions stores
participate in the US).
collect walk-in rewards
get exclusive deals
collect scan rewards
redeem your kicks for rewards
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23. “My goal for the next decade is to
try to make it as easy to save the
world in real life as it is to save the
world in online game”
Jane McGonigal
TED 2010
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24. i KARE
NAMES / TWITTERS
AlexouMirella / @mirella_alexou
Alevropoulou Alexia / @AlexiaAlevropou
Dimitrakopoulou Katerina / @KaterinaDimitrk
PapantonopoulosGiannis / @giannis_pap2
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25. TEACHERS
Giannakes George
DokarasIoannis
SiligardakisNektarios
TseneLida - Coordinator
Tsakarestou Betty - Professor
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