Gamification involves applying game mechanics and elements to engage users and solve problems. It measures and motivates individuals by giving them challenges to accomplish, tracking their progress, and rewarding them. Gamification can drive online engagement, motivate employees and customers, gather data, and solve business problems. Examples include rewarding Starbucks customers with stars for each purchase that can be redeemed for free items, and having Nike+ users compete to run the furthest distances. Gamification does not need advanced technology and can take place through simple challenges in blog posts or newsletters to encourage user interaction and meaningful actions.

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WHAT IS GAMIFICATION?
January 2017
Jean Atkinson DipM MCIM

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Gamification
• Gaming has been used
for years within the
education sector for a
number of reasons:
– Engages students
– Supports the learning
process
– Embeds learning
– Inclusive and applied
– Motivates students

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Gamification in Business
“Gamification is a dynamic and exciting industry
that brings together game mechanics and
marketing to create engagement and solve
problems” - Gabe Zichermann
It's turning your inbound marketing into a game
- in order to achieve a desired results

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The site uses a progress bar to show you how far along you are in completing your
profile, rating your progress at a level of competent, needs work, or all-star. Getting to
100 per cent takes time and therefore becomes a compelling achievement.
Through the implementation of gamification mechanics, LinkedIn engages with and
motivates users to raise the bar in order to gain access to more advanced features,
causing him/her to spend more time interacting with the application.

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The idea is that you can compete with friends and other Nike+ users to try
and run the furthest distance. Whilst the core purpose was to get people
active and running, through using elements of gamification, Nike has also
been able to secure a controlling portion of the running shoe market.

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Gamification
• Gamification is about:
– measuring and motivating individuals
– giving people challenges or missions to
accomplish
– tracking their progress
– giving them status
– giving them reward

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Simple Facts
• We like to play
• We like to be good at
things
• We like people to see
how good we are at
things
• We like to see how we
measure up against
others
• We like people to see
how we measure up
(mostly)
• We like to win
• We like people to see us
win
Why do we have these feelings?
Conditioning

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So used to competing throughout
our childhood in school and play

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Right through to goal setting
in our work life

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Benefits of Gamification
• Drive online engagement
• Motivate employees and customers
• Gather powerful customer data
• Solve complex business problems through
crowdsourcing
• Use gamification as an educational tool
• Remain relevant to customers
• Get sales to interact with the CRM system

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http://www.xrite.com/hue-test
A game targeting designers

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http://www.explorecrowdedhouse.com/
A game targeting Crowded House fans

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http://www.nationwide.co.uk/products/mortgages/our-mortgages/mortgage-calculators#tab:Mortgagecalculators
A game to get the answer you want in a mortgage provider!

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• My Starbucks Rewards is an
example of such a technique,
where gamification serves to
transform a traditional card
loyalty program into something
much more complex.
• After registering, clients gain stars
with every purchase, which can
later be exchanged for free drinks
and food.
• The game has three levels users
can reach by their degree of
loyalty – next levels are open to
those who visit a Starbucks store.
• The game is simple and includes
material rewards – a perfect
marketing tool!

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http://www.truity.com/test/type-finder-research-edition
Just what type of personality type are you?

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Gamification
• Gamification doesn't have to
require fancy coding and an
onslaught of engineering and
developer talent.
• Gamification can take place
right within your next blog
post!
• Ask readers to look for
something -- a joke, an image,
a clue, trivia, anything -- to
keep them reading to the
point at which they take some
sort of meaningful action with
your content.
• Create engaging experiences
to take on your biggest
challenges:
– Meaningful relationship
building
– More engagement
– Higher quality sales leads
– More sales

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Tailor to your audience online, via newsletters
or offline at events and in printed form

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Spot the Pretzel

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Where’s Wally?

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Align your gamification strategy with
both your audience interests and your
organisational goals and give it a try
Jean is a Chartered Marketer, Trainer,
Speaker and Strategist based in the UK.
For enquiries, please email:
jean@edenmarketing.co.uk