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Squadrati - Gamification

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Cosa ha portato all'affermazione della gamification? E quali sono i numeri e la dimensione dei questo fenomeno?

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Squadrati - Gamification

  1. 1. Squadrati engaging market research GAMIFICATION DALLA RETORICA AI NUMERI INSPIRING ROUTE -16 OTTOBRE 2014
  2. 2. 2 La gamification è l’utilizzo delle dinamiche proprie del gioco fuori da un contesto ludico, con lo scopo di incidere sul comportamento di chi gioca.
  3. 3. 3 Con la gamification, il gioco, da meccanismo fine a se stesso che conduce solo al divertimento, diventa un mezzo per ottenere il miglioramento di uno stato di cose.
  4. 4. 4 Perché la nostra cultura ha valorizzato la gamification?
  5. 5. 5 La crescita della gamification poggia su una più generale evoluzione delle tecniche persuasive, coinvolte in tutte le situazioni in cui un soggetto cerca di convincere un altro a fare qualcosa, compiere un’azione. POLITICA: “vota per me” AZIENDA: “lavora meglio” MARKETING: “compra il mio prodotto”
  6. 6. 6 POLITICA La retorica politica ha perso la sua componente educativa (distanza pedagogica), ma si basa sempre più spesso sulla costruzione di complicità con l’elettore.
  7. 7. AZIENDA Le aziende più innovative fanno in modo che non sia più il tono prescrittivo del capo a sollecitare la creatività o la produttività dei dipendenti, ma l’inserimento del lavoro in una cornice di sfida giocosa. Boss by Артур Абт from The Noun Project 7 8
  8. 8. 8 MARKETING Le persone sono desensibilizzate a una comunicazione basata sul convincimento razionale. I brand si spostano sul racconto emozionale: per ispirare, intrattenere. 9
  9. 9. 9 Nella pubblicità questo fenomeno è particolarmente evidente. Prendiamo un esempio: due spot Toyota, distanti 16 anni. click qui per il video click qui per il video Toyota Avensis, 1998 ‣ Temi: solidità, resistenza, prestazione del prodotto ‣ Racconto del prodotto ‣ Valori sostanziali Toyota Yaris, 2014 ‣ Temi: musica, divertimento ‣ Racconto della persona (consumatore) ‣ Valori esistenziali
  10. 10. 10 Parallelamente alla pubblicità, cambia anche il modo in cui le persone si aspettano di essere chiamate in causa dal brand. Da rapporto top-down a co-creazione. Da consumer a prosumer.
  11. 11. 11 Che cos’hanno in comune tutte queste cose? Una nuovo tipo di persuasione.
  12. 12. 12 Una persuasione basata su una proposta di azione che non è mai solo presentata come “acquista questo” o “vota questo” perché è meglio (far fare), ma: “vieni a far parte del mio mondo”, “partecipa”, “diventa qualcosa” (far essere).
  13. 13. 13 La gamification sta crescendo in modo così evidente perché realizza i valori legati a questo tipo di persuasione: complicità coinvolgimento partecipazione
  14. 14. 14 Ma quanto la nostra cultura sta valorizzando la gamification?
  15. 15. 15 Agosto 2010 18
  16. 16. 16 La frequenza delle ricerche del termine “gamification” su Google diventa significativa. E da allora cresce senza sosta. Agosto 2010 Febbraio 2014
  17. 17. 17 Ricerche correlate più frequenti: gamification examples gamification education what is gamification gamification learning social gamification gamification marketing business gamification Ricerche correlate più in crescita: business gamification coursera gamification definition gamification gamification app gamification education gamification examples gamification in education
  18. 18. 18 Ricerche correlate più frequenti: gamification examples gamification education what is gamification gamification learning social gamification gamification marketing business gamification Ricerche correlate più in crescita: business gamification coursera gamification definition gamification gamification app gamification education gamification examples gamification in education Ricorrenza di ricerche legate ai temi dell’insegnamento.
  19. 19. 19 Previsione di crescita in milioni di dollari: 6000 5000 4000 3000 2000 1000 0 2011 2012 2013 2014 2015 2016 2017 2018 Il tasso di crescita annuale (CAGR) è stimato intorno al 67,1% dal 2013 al 2018. DATI M2 RESEARCH, MARKETS&MARKETS, BLL ESTIMATES
  20. 20. 20 Il mercato della gamification pesa 421,3 milioni di dollari nel 2013. 2.800 Viene stimata una crescita fino a 2,8 miliardi di dollari nel 2016. 5.500 Fino a una stima di 5,5 miliardi di dollari nel 2018. DATI M2 RESEARCH 421,3
  21. 21. 21 62% Cresce l’uso della gamification per uso interno all’azienda. 38% Enterprise-driven Consumer-driven 91% 9% 2011 2012 DATI M2 RESEARCH 2012
  22. 22. 22 60% 40% Nel 2015 il 40% delle 1000 maggiori public companies del mondo userà la gamification come meccanismo principale per le decisioni di business. DATI GARTNER 2013
  23. 23. 23 50% 50% Nel 2015 il 50% delle aziende che gestiscono processi di innovazione useranno la gamification per quei processi. DATI GARTNER 2013
  24. 24. 24 30% 70% Nel 2015 il 70% delle 2000 maggiori public companies del mondo avrà almeno una gamified app. DATI GARTNER 2013
  25. 25. 25 Per scoprire i driver economici e le applicazioni della gamification, vai alla presentazione di Market Revolution.
  26. 26. 26 Squadrati srls Via Ripamonti 44 - 20141 - Milano squadrati@squadrati.com www.squadrati.com

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