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Level Up Your Marketing: Using Gamification to Enhance Your Marketing Campaigns


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Ask anyone who’s played World of Warcraft or a similar game for a while, and you’ll usually hear the same thing: ”I’m hooked!” WoW has been around for nearly 12 years, and other games online garner similar sized - and just as fanatical - fan bases. How is it that a game - with “imaginary” achievements and bragging rights - can grab someone’s attention, keep it, and even bolster it for long periods of time?

Mitch is a gamer and digital strategist from Nashville, TN. In this session, he’ll go over a few of the top games on the market today - World of WarCraft, Final Fantasy XIV, and Destiny - and will look under the hood to see what marketing and psychological methods they use to attract customers.

We’ll look at real case studies and observations that we can distill down into actionable points that you can do now to turn your marketing campaigns around. Finally, we’ll look at how those companies interact with their customers - even when they’re not logged on - to keep themselves in mind and in focus.

Published in: Marketing
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Level Up Your Marketing: Using Gamification to Enhance Your Marketing Campaigns

  1. 1. Using Gamification to Enhance your Marketing Campaigns Mitch Canter • @thatmitchcanter •
  2. 2. Hello!
  3. 3. Mitch Canter WordPress Designer • Digital Strategist
  4. 4. Lucina Alastairi Healer / Tank • Final Fantasy XIV
  5. 5. Why?
  6. 6. Bragging Rights. To Socialize. Sweet Loot. For The Challenge. For Fun!
  7. 7. Player Counts by Game: World of Warcraft: 12m Subs Final Fantasy XIV: 5m Subs Destiny: 9.5m Users The Division: 6.4m Users
  8. 8. What is Gaming?
  9. 9. Gaming is: A contest or world with set rules and principles that people interact with for pleasure.
  10. 10. Gamification is: Utilizing set principles and rules to encourage interaction with your brand or business.
  11. 11. Why is gamification important?
  12. 12. To enhance fan interaction and happiness. (We use gaming principles to stimulate the pleasure centers in the brain)
  13. 13. Because FUN and WORK are not mutually exclusive! (Brands have personality. Not everyone’s personality is stuffy and dry!)
  14. 14. Principles of Gamification
  15. 15. Types of Players
  16. 16. Bartle’s Taxonomy
  17. 17. The Achiever. Driven by in-game goals. Experience, money, levels, or points.
  18. 18. The Socialite. Driven by social and group actions. Enjoys interacting with other players
  19. 19. The Explorer. Driven by the thrill of discovery and “new”. Will explore, map, and track to win.
  20. 20. The Killer. Driven by player competition and fame. Inflicts pain, anxiety, and distress.
  21. 21. Players vs. World // Acting vs Interacting.
  22. 22. Types of Interactions
  23. 23. Exploration. Visiting Locations • ”Showing Up”. Passive Interactions
  24. 24. Participation. Completing Quests • Fulfilling Missions. Active Interactions.
  25. 25. Logarithmic Leveling
  26. 26. Linear Leveling. All Levels attained at the same rate. Later levels feel “cheap”.
  27. 27. Logarithmic. Level gaining is “scaled” to introduce challenge.
  28. 28. Shown Progress.
  29. 29. Progress Bar. Motivates People to Finish/Complete their Quests
  30. 30. Flow
  31. 31. What is Flow? State of deep focus on an activity.
  32. 32. Clear Goals. High Concentration. Distorted Time Sense. Intrinsically Rewarding. Sense of Personal Control. Absorption into the activity. Direct / Immediate Feedback. Loss of Self in the interaction. Lack of Awareness of Bodily Needs. Balance between level and challenge.
  33. 33. Quantifiable Outcome
  34. 34. Interactions MUST BE COUNTED!
  35. 35. 1. Set Key Performance Indicators (KPI). 2. Note KPI metrics BEFORE campaign. 3. Run campaign or simulation 4. Note change in results. 5. Adjust as necessary (important).
  36. 36. Practical Examples
  37. 37. Leaderboards. Used to track both personal / group progress.
  38. 38. Quests. Objectives to Complete.
  39. 39. Badges: Token rewards for completing objectives.
  40. 40. Trivia: Rewarding knowledge of your brand.
  41. 41. Achievements. Titles/awards given for reaching milestones
  42. 42. Case Studies
  43. 43. DMA Friends. No more paid admission. Badges / Achievements / Points. Increased Engagement. Increased Donation Amounts
  44. 44. FoldIT. Gamification of Science Research. 15-Year AIDS Virus Problem. Solved in *10 Days*
  45. 45. Sources
  46. 46. Thanks again! Mitch Canter • @thatmitchcanter •