Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Gamification: Why it’s important

439 views

Published on

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/

Published in: Business
  • Be the first to comment

  • Be the first to like this

Gamification: Why it’s important

  1. 1. GamificationWhy it’s important and what it means for your product1
  2. 2. The Problem Site/App Traffic User Optimization Optimization “Attract” Content “Influence” Optimization “Satisfy”2
  3. 3. 120 Millionpeople 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. 4. The world’s biggest coffee chain is rewarding users with virtual points and virtual badges for visiting their retail stores.4
  5. 5. 85 MillionPeople were earning virtual points, leveling up,decorating virtual spaces, and earningachievements every month. On virtual farms. ? (That’s the entire population of New York City. Times 10.)5
  6. 6. What’s Their Secret? Frequent Flyer Farmville ? Gamification Foursquare6
  7. 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. 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 often8
  9. 9. ParticipationBuilds lasting relationships &Impacts fundamental business objectives Customers Students Employees Fans9
  10. 10. Gamification drives participation. Participation drives business value.10
  11. 11. Gamification Works Status Achievement Reward Competition Statistics11
  12. 12. 2 Kinds of “Gamification” Core Core Value Value Game Game12
  13. 13. GAME DYNAMICS EXAMPLE FARMVILLE13
  14. 14. Virtual Level Points Up Virtual Farm Avatar14
  15. 15. Challenges15
  16. 16. Gamification Satisfies Human Desires Self Reward Status Achievement Expression Competition Altruism Points Levels ChallengesVirtual GoodsLeaderboards Gifting & Charity 16
  17. 17. And Drives Business Value • Acquisition • Activation • Retention • Referral • Revenue17
  18. 18. Who’s Using Gamification?18
  19. 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. 20. Heavy Users (%)32 5x1 Increase in the number of heavy users0 on a portal site Before After Community Members 19% (thousands)300280260240 Increase in the members of a brand220 community site in 6 weeks. Before After20
  21. 21. NBC DUNDER MIFFLIN INFINITY21
  22. 22. Home Page
  23. 23. SchruteBucks = Points23
  24. 24. User-Generated Content Tasks24
  25. 25. Profile Page: Levels, Points
  26. 26. Virtual Desk & Sponsored Goods
  27. 27. Virtual Desk Store
  28. 28. Leaderboards
  29. 29. MEDIA PLAYER IMHO29
  30. 30. 30
  31. 31. 31
  32. 32. 32
  33. 33. 33
  34. 34. CAMPAIGN MISS SOCIAL34
  35. 35. “Were seeing over 85% of the audience re-engage and 60% growth in revenue month over month.”35 – Greg Johnson, Playboy
  36. 36. LOYALTY CLUB PSYCH36
  37. 37. 37
  38. 38. Page Views: 9M > 16M Visits/Month: 2 > 4.5 Time on Site: 14m > 22m 40% increase in viewership for 18-34 demographic38
  39. 39. Dual Screen39
  40. 40. TEAMS TOP CHEF40
  41. 41. 41
  42. 42. 42
  43. 43. BRAVO THE REAL HOUSEWIVES OF ATLANTA43
  44. 44. Bravo - The Real Housewives of Atlanta
  45. 45. Wealthy Women High Fashion ConflictBravo - The Real Housewives of Atlanta
  46. 46. Earn Points for Site & SMS Activity
  47. 47. Use them to Customize Your Housewife
  48. 48. Reward Sharing to Facebook
  49. 49. Vote in the Housewife Throwdown
  50. 50. Compete for Top Honors
  51. 51. OFFLINE - EXERCISE ZAMZEE51
  52. 52. 52
  53. 53. 53
  54. 54. OFFLINE - EXERCISE NIKE+54
  55. 55. Nike+ - Personal Fitness55
  56. 56. LOYALTY WARNER BROS. INSIDER REWARDS56
  57. 57. MOVIES MINION MADNESS58
  58. 58. CHIQUITA WAY TO RIO63
  59. 59. 64
  60. 60. 65
  61. 61. 66
  62. 62. DOTMENU CAMPUSFOOD.COM67
  63. 63. 68
  64. 64. 69
  65. 65. 70
  66. 66. MICROSOFT BETA171
  67. 67. The Beta1 Game Test Windows Vista Earn a b for installing beta, Your status visible to e for voting on a version, t everyonefor 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 participation72
  68. 68. MICROSOFT OFFICE LABS RIBBON HERO73
  69. 69. Learning MS Office w/ Game Mechanics"Games for learning is anincreasingly popular field that’squickly gaining ground. When westarted this project, we wondered ifthere was a place for games inOffice. We set out to understandwhether elements of game play(things like scoring points,competing with friends, andearning achievements) couldmotivate people to explore more ofthe app, learn new features, andultimately become moreproductive"74
  70. 70. Ribbon Hero 275
  71. 71. SOME OTHER IDEAS ETC…76
  72. 72. Who Buys Virtual Goods? You do.77
  73. 73. Social vs. Commercial Thanksgiving Lawyers Dinner78
  74. 74. GAMIFICATION FINAL THOUGHTS79
  75. 75. Can or Should you Gamify Anything? I am not a Pig.80
  76. 76. 3 Questions for Good Gamification What is What is the Meaningful Core User to Users? Experience? (WIIFM) What is Good for my Business? $$$81
  77. 77. Kobo E-book Reader• The Core Experience is reading an e-book.• More reading is good. Presumably because you’ll buy more e-books from them.• The Meaningful Value that the program provides to the end user is…?82
  78. 78. Foursquare• The Core Experience is checking in.• More checking in is good. Because it generates data about interactions with the real world.• The Meaningful Value that the program provides to the end user is…?• There’s a short term boost as the gamification gets people engaged. But the experience lacks longevity, because the value is transient.83
  79. 79. 3 Questions for Good Gamification What is What is the Meaningful Core User to Users? Experience? (WIIFM) What is Good for my Business? $$$84
  80. 80. Loyalty Programs Gamification User Game Analytics Design85
  81. 81. rajat paharia rajat@bunchball.com @bunchball http://www.bunchball.com http://www.gamification.com86

×