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Barcelona       @ElisavaBCN




       Gamification
       on Branding
                @JaumeTeixi

                29/05/2012
Branding Evolution


Social Media



Gamification
Social Media


The Cluetrain Manifesto

Markets are Conversations

Markets are Getting Smarter Faster
than most Companies
Social Media


Mark Zuckerberg

A social version of anything
can almost always be more
engaging and outperform
a non-social version
Social Media Evolution

Mark Prensky
Digital Natives, Digital Immigrants

Mobile
Instant Everything Generation

Contacts/Friends/ Followers
Social Graph
Gamification’s Ancestor


Past » Service Marketing
from Product to Service



Current » Gamification
from Service to Experience
Gamification


Game Mechanics
for Non-Game Activities


Game Design
for Branding
Veterans’ Argumented Gamification


Ian Bogost » Exploitationware

Richard A. Bartle »
Serious Games Want a Game

Jane Mcgonigal » PERMA

Amy Jo Kim » Smart Gamification
Students’ Argumented Gamification


Simon Wiscombe » Rethinking G.
Don't Focus on Achievements…
Target the Journey, Rather than the
Goal

Sebastian Deterding » Defining G.
From Game Design Element to
Gamefulness
Social Games

Played on Social Networks
or
Social Graph’s GamePlay


Facebook Connect
Twitter Oauth
All Games Are Social?




J. Raddof’s History Of Social Games
Social Games’ Design Elements


Tutorial by Default » Casual Gamers

Personalization » Customization

Social Graph » Ecosystem

User-to-User Comm. » Messaging
Network Effects

Network Effect
Each new user adds
a positive (+) or negative (-)
effect for the rest

(-) Censorship » Streisand Effect

(+) Virality » k-Factor
Design for Player Types




J. Raddof’s Game Player Motivations
Design for Contribution


Social Influence » Reputation

Social Favors » Reciprocity

Social Discovery » Efficacy

Social Belonging » Community
Design for 3 Cycles


Focus on 3 Engagements Cycles:

Clear Goals » Novice

Fresh Content » Regular

Exclusive Status » Evangelist
N. Lovell’s 10 Rules of Gamification

1. You’re not making a game
2. Know what you are trying to achieve
3. Be prepared not to gamify
4. Games are rubbish at customer acquisition
5. Retention is crucial, yet criminally overlooked
6. Monetization may sound great,
but focus on your core business
7. No, games are not just about competition
8. Beware unintended consequences
9. Make it personal
10. Gamification is a process, not a project
Metrics AAA + AARRR

Vanity Metrics vs Actionable Accessible Auditable
Design Metrics

Churn - Constant loss and gain of members


Cohort Analysis - Aggregates On Time


DAU/MAU - Comparing Daily Active Users to
Monthly Active Users


UAC - User Acquisition Cost


k-Factor - Viral Rate/Virality
Gamification Opportunity


The Begining
SkyPoints, Air Miles » Loyalty Cards

Customer Experience
Loyalty & Engagement
Customized Products
Special Offers
Collections & Scarcity
Gamification Opportunity


Not Gamification

Content Marketing
Advergaming
Serious Games
Newsgames
Edutainment
Gamification Opportunity

Gamification

Respect Organic Virality » Don't Spam

Playing Gives You a Sense of »
Urgent Optimism: Don't Give Up

Provides » Real Return Value
Gamification Opportunity



Drive » Real Customer Loyalty

Differentiate » Your Brand
Barcelona                @ElisavaBCN




        Thank You!
            Questions?

                         @JaumeTeixi

                         29/05/2012

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Gamification on Branding