Gamification: Why it’s important and what it means for your product by Rajat Paharia SVPMA Monthly Event July 2011 Go to link below for notes from this event http://svpma.org/2011/08/july-2011-event/

1. Gamification
Why it’s important and what it
means for your product
1

2. The Problem
Site/App
Traffic User
Optimization Optimization
“Attract” Content “Influence”
Optimization
“Satisfy”
2

3. 120 Million
people around the world are accruing points,
leveling up, and earning rewards.
?
(And they’ll go out of their
way to stick with the vendor
where they have the most
points and status.)
3

4. The world’s biggest
coffee chain
is rewarding users with virtual
points and virtual badges for visiting
their retail stores.
4

5. 85 Million
People were earning virtual points, leveling up,
decorating virtual spaces, and earning
achievements every month. On virtual farms.
?
(That’s the entire population
of New York City. Times 10.)
5

6. What’s Their Secret?
Frequent
Flyer
Farmville
?
Gamification
Foursquare
6

7. ga∙mi∙fi∙ca∙tion [gay-muh-fi-kay-shuhn]
integrating game dynamics into your site,
service, community, content or campaign,
in order to drive participation.
7

8. Any Kind of Participation
Watching a
Subscribing Listening Reading
video
Taking a quiz Searching Sharing Rating
Writing a Visiting Participating in Posting to
comment affiliated sites discussions forums
Viewing a Visiting site
Taking a poll Other Actions
photo more often
8

9. Participation
Builds lasting relationships &
Impacts fundamental business objectives
Customers Students Employees Fans
9

10. Gamification drives
participation.
Participation drives
business value.
10

11. Gamification Works
Status Achievement
Reward Competition
Statistics
11

12. 2 Kinds of “Gamification”
Core Core
Value
Value
Game
Game
12

13. GAME DYNAMICS EXAMPLE
FARMVILLE
13

14. Virtual Level
Points Up
Virtual
Farm
Avatar
14

15. Challenges
15

16. Gamification Satisfies Human Desires
Self
Reward Status Achievement Expression Competition Altruism
Points
Levels
Challenges
Virtual Goods
Leaderboards
Gifting &
Charity
16

17. And Drives Business Value
• Acquisition
• Activation
• Retention
• Referral
• Revenue
17

18. Who’s Using Gamification?
18

19. 55% Increase in Participation
on a social network.
20% Increase in Time on Site
on a community site.
400%
19
Increase in Page Views on
a portal site.

20. Heavy Users (%)
3
2 5x
1 Increase in the number of heavy users
0 on a portal site
Before After
Community Members
19%
(thousands)
300
280
260
240 Increase in the members of a brand
220 community site in 6 weeks.
Before After
20

21. NBC
DUNDER MIFFLIN INFINITY
21

22. Home Page

23. SchruteBucks = Points
23

24. User-Generated Content Tasks
24

25. Profile Page: Levels, Points

26. Virtual Desk & Sponsored Goods

27. Virtual Desk Store

28. Leaderboards

29. MEDIA PLAYER
IMHO
29

30. 30

31. 31

32. 32

33. 33

34. CAMPAIGN
MISS SOCIAL
34

35. “We're seeing over 85% of the audience re-engage and
60% growth in revenue month over month.”
35 – Greg Johnson, Playboy

36. LOYALTY
CLUB PSYCH
36

37. 37

38. Page Views: 9M > 16M
Visits/Month: 2 > 4.5
Time on Site: 14m > 22m
40% increase in viewership for 18-34 demographic
38

39. Dual Screen
39

40. TEAMS
TOP CHEF
40

41. 41

42. 42

43. BRAVO
THE REAL HOUSEWIVES OF
ATLANTA
43

44. Bravo - The Real Housewives of Atlanta

45. Wealthy Women
High Fashion
Conflict
Bravo - The Real Housewives of Atlanta

46. Earn Points for Site & SMS Activity

47. Use them to Customize Your Housewife

48. Reward Sharing to Facebook

49. Vote in the Housewife Throwdown

50. Compete for Top Honors

51. OFFLINE - EXERCISE
ZAMZEE
51

52. 52

53. 53

54. OFFLINE - EXERCISE
NIKE+
54

55. Nike+ - Personal Fitness
55

56. LOYALTY
WARNER BROS. INSIDER REWARDS
56

58. MOVIES
MINION MADNESS
58

63. CHIQUITA
WAY TO RIO
63

64. 64

65. 65

66. 66

67. DOTMENU
CAMPUSFOOD.COM
67

68. 68

69. 69

70. 70

71. MICROSOFT
BETA1
71

72. The Beta1 Game
Test Windows Vista
Earn a b for installing beta,
Your status visible to
e for voting on a version, t
everyone
for running it overnight, etc.
“People were talking smack in
the halls and bragging about
their status on the leaderboards.
VPs would run into my office and
yell, ‘Where’s my e? I earned it
last night!’”
Quadrupled
participation
72

73. MICROSOFT OFFICE LABS
RIBBON HERO
73

74. Learning MS Office w/ Game Mechanics
"Games for learning is an
increasingly popular field that’s
quickly gaining ground. When we
started this project, we wondered if
there was a place for games in
Office. We set out to understand
whether elements of game play
(things like scoring points,
competing with friends, and
earning achievements) could
motivate people to explore more of
the app, learn new features, and
ultimately become more
productive"
74

75. Ribbon Hero 2
75

76. SOME OTHER IDEAS
ETC…
76

77. Who Buys Virtual Goods?
You do.
77

78. Social vs. Commercial
Thanksgiving
Lawyers
Dinner
78

79. GAMIFICATION
FINAL THOUGHTS
79

80. Can or Should you Gamify Anything?
I am not
a Pig.
80

81. 3 Questions for Good Gamification
What is What is the
Meaningful Core User
to Users? Experience?
(WIIFM)
What is Good for
my Business?
$$$
81

82. Kobo E-book Reader
• The Core Experience
is reading an e-book.
• More reading is
good. Presumably
because you’ll buy
more e-books from
them.
• The Meaningful
Value that the
program provides to
the end user is…?
82

83. Foursquare
• The Core Experience is
checking in.
• More checking in is good.
Because it generates data about
interactions with the real world.
• The Meaningful Value that the
program provides to the end
user is…?
• There’s a short term boost as
the gamification gets people
engaged. But the experience
lacks longevity, because the
value is transient.
83

84. 3 Questions for Good Gamification
What is What is the
Meaningful Core User
to Users? Experience?
(WIIFM)
What is Good for
my Business?
$$$
84

85. Loyalty
Programs
Gamification
User Game
Analytics Design
85

86. rajat paharia
rajat@bunchball.com
@bunchball
http://www.bunchball.com
http://www.gamification.com
86