Gamification: How to Level Up Consumer Engagement
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Gamification trends (and hype), why game mechanics drive engagement, case studies, platforms, metrics, and how to gamify anything
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Gamification: How to Level Up Consumer Engagement
- 1. Gamification Level Up Consumer Engagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com 412.995.9500 Brunnerworks.com BHiveLab.com @squigster #ForTheWin
- 2. Automatic Content Recognition Augmented Reality Showrooming Near Field Communication
- 3. My tailgate is better than your tailgate!
- 4. Agenda! 1. Trends (and hype) 2. Why game mechanics drive engagement 3. Case studies 4. Platforms 5. Gamify Anything 6. Metrics
- 5. Gamification Level Up Consumer Engagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500
- 8. What is it? Gamification applies game mechanics to non-game activities to drive engagement and solve problems
- 17. What’s driving it? HELLO, I am impervious to your advertising
- 19. What’s driving it? Rise in social gaming Rise in mobile-social technology adoption Less attention from consumers Cuts across industries Familiar to consumers
- 20. What is it? Gamification applies game mechanics to non-game activities to drive engagement and solve problems
- 21. It ain’t no game How we make things in the Gamification world (non-game activities) more engaging Advergaming Games created specifically for marketing purposes Games Games we play as kids and adults
- 22. What is it? How we make things in the world (non-game activities) more engaging (Business goals helped by game mechanics) (game mechanics) (actual games) Games created specifically for marketing purposes (entertainment with a business goal) Games we play as kids and adults (mostly entertainment)
- 23. What is it? How we make things in the world (non-game activities) more engaging (Business goals helped by game mechanics) (game mechanics) (actual games) Games created specifically for marketing purposes (entertainment with a business goal) Games we play as kids and adults (mostly entertainment)
- 24. game mechanics Appointments Points Levels Challenges Virtual Goods Leaderboards Gifting and Charity
- 25. Game mechanics impact behavior by satisfying fundamental human desires Graphic: bunchball.com
- 27. Motivate through psychology Motivations Ability Persuasive Triggers Technology Behavior Change Satisfy Human Gaming fundamental human Psychology Trends Aided by mobile-social desires technology
- 28. Non Compliance compliance
- 30. Appointment yesterday today
- 31. Appointments yesterday today
- 32. Points yesterday today
- 33. Levels yesterday today
- 34. Levels yesterday today
- 35. Challenges yesterday today
- 36. Badges yesterday today
- 37. Leaderboards yesterday today
- 38. Gifting/Charity yesterday today
- 39. Game mechanics change behavior by satisfying fundamental human desires Graphic: bunchball.com
- 41. Platforms
- 43. Buffalo Wild Wings + +
- 44. Buffalo Wild Wings + + • Well-trained staff • Good consumer • Simple platform • Good marketing connection • Good timing
- 45. Goals
- 46. Challenge
- 47. Customization
- 49. recipe for success Objectives Success metrics Audience Hot Idea Spicy game mechanics Appetizing Promotion
- 50. Clarify your objectives • increase value per purchase • drive new product/service adoption • acquire/segment users • get feedback • increase compliance • train staff • improve customer service
- 52. Make it a game! 1. Decide on a topic 2. Pick an audience 3. Define player motivations 4. Define your victory conditions 5. Set the rules for the game 6. Make it social
- 53. Audience • Who are they? • What are their attitudes? • What motivates them? • How do you want them to behave?
- 54. Audience • Who is the consumer? • What are their motivations? • What are their current attitudes? • How do you want them to behave?
- 55. Player motivations • Competition • Mastery • Free • Winning • Affiliation • Power • Loyalty • Curiosity
- 56. Choose win condition • Rescue/escape • Victory points • Checkpoint • Race • Territory Control • Capture • Survival • Elimination
- 57. Set rules • Points (+/-) • Levels • Reward schedule • Auction • Risk • Variable challenge • Time • Loss aversion • Risk • Luck
- 58. Make it social • Social Status • Collecting • Achievement • Feedback • Collaboration • Leaderboard • Gifting • Customization
- 60. “Dare to quit smoking” Topic: Smoking Audience: Smokers who want to quit Motivation: Achievement, Acceptance Victory Condition: Quit Mechanics Variable, customization, badges, gifting
- 61. Nike+ Topic: Running Audience: Runners who listen to music Motivation: Competition, Mastery, Achievement Victory Condition: Goal achievement Mechanics Challenge, customization, feedback
- 62. Time2Brush! Topic: Brush your teeth Audience: Kids Motivation: Instant gratification, winning Victory Condition: Checkpoints Mechanics Challenge, customization, feedback
- 63. Enterprise gamification Topic: Better serve your customers Audience: Developers Motivation: Power, competition, mastery Victory Condition: Victory points, race Mechanics Social points, leaderboard, achievement, communal collaboration
- 65. 1. What’s the business goal? 2. How will this effort help achieve it? 3. Develop measureable objectives - Do benchmarks exist? 4. What will be measured? 5. How will it be measured?
- 67. Brand awareness Perceptions Awareness Recall Web interaction Brand buzz (social) Consideration Program enrollment Offer response rates Coupon redemption Trial Sales conversion CRM Segmentation Customer satisfaction Loyalty Pass-along Net promoter score Advocacy Virality
- 68. Awareness eScore Consideration Trial Recency Frequency Duration Loyalty Virality Ratings Advocacy
- 69. Lipstick on a pig?
- 70. Thanks! Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500 Brunnerworks.com BHiveLab.com
- 71. Gamification Level Up Consumer Engagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500
- 72. The Valentine’s Game Topic: Valentine’s day Audience: YOU! Motivations Reward Victory Condition: Victory points Mechanics Appointment, gifting , communal collaboration, Turns/randomizers
- 73. Thanks! Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500 Brunnerworks.com BHiveLab.com