Gamification for Marketing and to Build Loyalty
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Tu 11/11 Wix Lounge Mario Herger, EGC
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Gamification for Marketing and to Build Loyalty
- 1. GAMIFICATION MARKETING & LOYALTY Mar io Herger http://enterprise-gamification.com/ mario.herger@gmail.com @mherger
- 6. Average age of a videogamer? 14 27 37 54
- 7. Average age of a videogamer? 14 27 54 37
- 8. Youth playing videogames: 97%
- 9. Percentage of Women Source: http://blog.flurry.com/bid/57219/Mobile-Social-Gamers-The-New-Mass-Market-Powerhouse http://en.wikipedia.org/wiki/Women_and_video_games
- 10. US soldiers playing videogames
- 11. Does Gamification look like this?
- 12. Or more like this?
- 15. Purposes of Gamification Engage Teach Measure Entertain
- 16. Enterprise Gamification … empathizes with people by adding gameful experiences to work and life, helping them to fulfill their interests and motivations for the benefit of all involved parties.
- 17. Definition of Enterprise Gamification Make work more fun!
- 18. Contrex
- 20. Gamified apps that you (may) have played Frequent Flyer Programs
- 21. Gamified apps that you (may) have played Intuit - TurboTax
- 22. Gamified apps that you (may) have played EVs & Hybrids – Prius, Nissan Leaf, Chevy Volt, Fiat, Ford
- 23. Gamified apps that you (may) have played LinkedIn XING
- 24. Gamified apps that you (may) have played Amazon
- 25. Gamified apps that you (may) have played Nike+
- 26. Gamification – Zombies Run!
- 28. Gamification Facts & Figures Contrex-> +1Mio Facebook shares, 4.2% increase in brand's sales Sources: http://www.enterprise-gamification.com/mediawiki/index.php?title=Contrex_-_Surprise_Goal
- 29. The World’s Oldest Problem
- 30. Contrex
- 31. Chennai Express
- 32. PlayThrough
- 33. The Dancing Traffic Light
- 35. SAP Sales Car Race
- 36. CRM & CryENGINE
- 37. The Gartner Hype Cycle
- 38. Enterprise Gamification Market $3,000 $2,500 $2,000 $1,500 $1,000 $500 $0 Gamification Software Market: $2.8B by 2016 Enterprise Gamification Software Market: 38% in 2012 = $92Mio 2011 2012 2013 2014 2015 2016 Millions M2 Research “If a company like SAP can not just reach these users, but engage them in a gamified experience that is compelling and fun, SAP can potentially make users something more than just users: they can be participants in a community environment where that old coercive model of engagement is a thing of the past.” Global 2000 70 % will have at least one gamified application by 2014 Innovators 50 % will gamify innovation processes by 2015 A little fun can go a long way, especially in the enterprise. Global 1000 40 % will use gamification as primary vehicle to transform business operations by 2015 Joshua Greenbaum, February, 2011 ”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins” Gartner
- 39. Common Reactions to Gamification “I don’t need to waste my time on fun stuff, I have to do serious work.” German colleague “Do we make now a shooting game out of invoicing?” Skeptic colleague “This is just exploiting employees. Nobody is gonna do that just for points.” Skeptic German colleague “FarmVille: I don’t play that, who’s playing that anyways?” http://enterprise-gamification.com/index.php/en/blog/2-news/39-common-criticism-of-gamification-and-how-to-respond-to-it
- 40. The Schopenhauer Truth Hype Cycle Every truth passes through 3 stages before it is recognized: 1. In the first it is ridiculed. 2. In the second it is opposed. 3. In the third it is regarded as self-evident.
- 41. Monkeys [Video]
- 42. Flow Theory Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991 Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975
- 43. Skill Level Rookie Level of Expertise Regular Master Onboarding Habit-building Mastery Teaching Challenge Creation Source: Amy Jo Kim - http://amyjokim.com/ Skill Level Playing Style Player Type
- 44. Multidimensionality of Players Social Role Professional Role Blue Collar White Collar Gender Age Generation Culture Skill Level Playing Style Player Type External Influences Player Priming
- 45. Bartle’s Player Types Achiever Killer Players World Socializer ~10% Explorer <1% Acting ~80% ~10% Interacting Selftest: http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology Skill Level Playing Style Player Type
- 46. Gamification Design Elements EGC Wiki: http://www.enterprise-gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
- 47. More Gamification Design Elements EGC Wiki: http://www.enterprise-gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
- 49. Game Design Elements(full & barely legible list) EGC Wiki: http://www.enterprise-gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
- 50. Monkeys [Video]
- 51. Sources of Motivation Extrinsic Intrinsic comes from the outside of an individual driven by an interest exists within an individual Belongingness Autonomy Power Mastery Meaning Learning Self-Knowledge Sex Love Fun … Points Level Badges Quests Leader-boards Prizes Money Gold stars Progress bars Smileys …
- 52. Motivations [VIDEO] Source: https://vimeo.com/88939322
- 53. Leveling up – Your Attitude Explore one new gamified app every week Don’t just superficially skim over it Force yourself to use it over a longer and regular period – e.g. I needed an epiphany after weeks of usage to finally get facebook and Pinterest Look at apps that friends/newspapers/websites talk about If you don’t yet know them, try Instagram, Pinterest, Zombie Run, PropsToYou… Play games Find a reason to play games Play with friends Analyze why you like/dislike the game, what makes it addictive… Analyze game mechanics, fun motivators, reward balance, etc. Keep a playful attitude Try approaching boring situations with gamification Have fun!
- 54. Enterprise Gamification Consultancy LLC Mario Herger Yu-kai Chou Roman Rackwitz Marigo Raftopoulos
- 55. Books
- 56. Keep Gamifying! Enterprise Gamification http://enterprise-gamification.com Enterprise Gamification Wiki http://enterprise-gamification.com/mediawiki Gamification Decision Engine http://www.enterprise-gamification.com:8083/ Octalysis http://octalysis.com/ mario.herger@gmail.com @mherger www.linkedin.com/in/marioherger/
Editor's Notes
- This girl plays a videogame. You can see from this image that she is thoroughly enjoying the game, that she is working hard, that she is in the flow and that she experiences “fiero” (“personal triumph”). Imagine a user in your organization. What would the picture look like? Probably way different. Passive, disengaged, perhaps even frustrated or even angry. Our quest is: how can we make your users feel more like gamers? And turn them from users to fans? Image credit: Philip Toledano http://www.mrtoledano.com/Gamers/09
- Image credit: Philip Toledano http://www.mrtoledano.com/Gamers/09
- Image credit: Philip Toledano http://www.mrtoledano.com/Gamers/08
- Image credit: Philip Toledano http://www.mrtoledano.com/Gamers/05
- Entertainment Software Association (ESA). (2011, June). Essential Facts About the Game Industry: 2010 Sales, Demographic and Usage Data. Available from http://www.theesa.com/facts/gameplayer.asp
- Entertainment Software Association (ESA). (2011, June). Essential Facts About the Game Industry: 2010 Sales, Demographic and Usage Data. Available from http://www.theesa.com/facts/gameplayer.asp
- Entertainment Software Association (ESA). (2011, June). Essential Facts About the Game Industry: 2010 Sales, Demographic and Usage Data. Available from http://www.theesa.com/facts/gameplayer.asp They come with an experience of 10,000 hours into the workforce
- Entertainment Software Association (ESA). (2011, June). Essential Facts About the Game Industry: 2010 Sales, Demographic and Usage Data. Available from http://www.theesa.com/facts/gameplayer.asp Sources: http://blog.flurry.com/bid/57219/Mobile-Social-Gamers-The-New-Mass-Market-Powerhouse http://en.wikipedia.org/wiki/Women_and_video_games
- Most popular games played by US soldiers in Iraq & Afghanistan when off-duty: Halo, Call of Duty Not sure about you, but when I come home from work, I am not relaxing by calling some customers or doing some expense reporting
- Engage: http://www.enterprise-gamification.com/mediawiki/index.php?title=Smiley_Time_Recording Teach: http://www.enterprise-gamification.com/mediawiki/index.php?title=SAP_Roadwarrior Measure: http://www.enterprise-gamification.com/mediawiki/index.php?title=Virtuoso Entertain: http://bit.ly/1ee6WOG
- Source: http://vimeo.com/29416289 http://www.enterprise-gamification.com/mediawiki/index.php?title=Contrex_-_Surprise_Goal This ad campaign had ten stationary exercise bikes positioned on a lively square in a French town. Passers-by discovered that by pedaling LED-lights went on as well as music that revealed the animation of a male stripping off his clothes. By pedaling even more the stripper got rid of all the clothes until the punch line was revealed: "You burned 200 calories." From a gamification perspective multiple things were interesting: the passers-by discovered the bikes and became curios the bikes were a familiar user interface for the players that needed to no instruction; nobody taught them how to use the bikes or handed them a manual of the operation and the goals, the experience was a smooth on-boarding the players got audio feedback (the music) and visual feedback (the lights displaying an animation of a male stripper) while the players originally had no goals, they discovered one goal (getting the stripper naked) but reached another one (burned calories) the players had to collaborate to reach the goal the players came as individuals, but left as a group the gamified approach did not use any points, badges or leaderboards This TV commercial went viral and was a great success for the company in both attention and sales, which lead to another video in a similar manner (see links below). 8,000 people watched the live event in three days hundreds of blogs and articles talked about the event 25 millions online views in three months +1Mio Facebook shares 4.2% increase in brand's sales new markets considering launch of the brand
- Reality: Worst Game Ever
- http://turbotax.intuit.com/
- http://www.linkedin.com http://www.xing.com
- http://www.amazon.com
- http://nikeplus.nike.com/plus/ https://www.zombiesrungame.com/
- https://www.zombiesrungame.com/
- http://hbr.org/web/2013/11/workplace-engagement-around-the-world http://blogs.hbr.org/2013/10/map-the-sad-state-of-global-workplace-engagement/
- This TV commercial went viral and was a great success for the company in both attention and sales, which lead to another video in a similar manner (see links below). 8,000 people watched the live event in three days hundreds of blogs and articles talked about the event 25 millions online views in three months +1Mio Facebook shares 4.2% increase in brand's sales new markets considering launch of the brand
- Source: http://youtu.be/xqR9VxRulCI The world’s oldest problem
- http://www.enterprise-gamification.com/mediawiki/index.php?title=Skyfall_Coke_Zero Skyfall Coke Zero was a gamified marketing campaign at the launch of the Bond-movie Skyfall. Unsuspecting train passengers on an Antwerp train terminal were challenged to get to a certain train platform within 70 seconds. To make it more challenging, several obstacles appeared during the sprint of the player to the platform, where a task had to be completed. The winners got tickets for the movie premiere. Results This TV commercial went viral and was a great success for the company in both attention and sales. Results until November 1st 2012 were: High reach: 7.1M views on YouTube (10.1Mio as of November 10th, 2013) High enjoyment: 98% likes on YouTube High engagement: 832.3k shares (801.9k via Facebook, 29.8k tweets and 500 via blog posts) Strong coverage: Beyond online pick-up, the viral success delivered strong coverage in offline media as well (TV shows, newspapers, trade press, etc.)
- http://www.enterprise-gamification.com/mediawiki/index.php?title=Chennai_Express Chennai Express is a popular Indian movie that was promoted through a gamified social media campaign. Description To promote the film and make it an experience for the movie fans, the producers decided to create a unique strategy that was unprecedented for India. By combining the social media following of the movie stars, adding the gamification platform eMee, and combining the three core technology elements of the campaign Analytics and Big Data Cross-pollination of Social Networks Mobile Strategy into the campaign, the results over a 90 day period were: 1bn cumulative impressions 750,000 tweets 10 consecutive days trending on Twitter trended globally on Twitter on No. 1 The movie turned into India's highest grossing box office movie to date. Gamification Design The gamification design included browser based games a virtual train on an Indian map that was moved by tweets from Mumbai to Rameshwaram mobile games Karaoke apps interactive videos
- http://www.enterprise-gamification.com/mediawiki/index.php?title=Chennai_Express Playthru is a gamified version of CAPTCHA, which tries to decide whether you are a human or a bot. Description CAPTCHA-technology is used by many websites to prevent SPAM bots from accessing and spamming the website. Users who create an account need to complete a task that currently only humans can perform, such as identifying the letters and figures in a distorted graphic. While this technology and variations of it (such as RE-CAPTCHA) are widely in use, there are some disadvantages including a relatively large number of users having to try multiple times, thus with a higher likelihood of not finishing a registration process. Playthru as used by the car manufacturer Ford created a variation of that functionality by having users drag images on predetermined places. Again this is a task that currently only humans can perform. In one Fiesta example, you must drag a guitar and a microphone into the hatchback of a Fiesta in preparation for going to a music festival. In another example users must drag a Fiesta along a line on a map from one city to the next. Results before on average 2.3 attempts to enter the correct wiggly characters before 75% completion-rate, now 97%
- The Dancing Traffic Light aimed at making waiting at traffic lights less boring. At a Lisbon square a booth was placed in which people could select a song and dance in front of a camera. The image was transformed into a red light character and simultaneously displayed on a nearby traffic light. Results 81% more people waited at the red light
- Source: Gartner
- Sources: M2 Research Fall 2011: http://www.m2research.com/ Gartner Press Release May 2011: http://www.gartner.com/it/page.jsp?id=1629214 Gamification Market Size (Source M2 Research - http://www.m2research.com/) 2011 - $100m 2012 - $196m 2013 – $434m 2014 - $860m 2015 - $1.6b 2016 - $2.8b Gartner Enterprise Architecture Summit, April 12, 2011 (http://www.gartner.com/it/page.jsp?id=1629214) Josh Greenbaum, Feburary 2011 - SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins) 38% ($92Mio) in 2012 will be enterprise gamification market share http://gamingbusinessreview.com/gamification/business-gamification/advice-business-gamification/gamification-in-2012-report-free-download
- http://enterprise-gamification.com/index.php/en/blog/2-news/39-common-criticism-of-gamification-and-how-to-respond-to-it Exploitationware, Pointsification, Badgification
- Source: Arthur Schopenhauer
- Source: Amy Jo Kim http://amyjokim.com/
- Who are they? What drives them?
- Source: Bartle Test: http://en.wikipedia.org/wiki/Bartle_Test Test yourself: http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology Bartle’s humorous take on his player types at the Gsummit 2012 http://www.youtube.com/watch?v=raj2SBU3PW4 Comic credits: Killer: L’effaceur Tome 1 Achiever: Benoît Brisefer – Holdup sur Pelicule Socializer: Asterix Explorer: Tintin & Milou – On a marché sur la lune
- http://www.enterprise-gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
- Avatars Easter Eggs Virtual Goods
- USS Hornet
- https://www.youtube.com/watch?v=FD06JUUXbSQ
- http://en.wikipedia.org/wiki/Motivation Starting from studies involving more than 6,000 people, Professor Steven Reiss has proposed a theory that found 16 basic desires that guide nearly all human behavior.[11][12] The 16 basic desires that motivate our actions and define our personalities as: Acceptance, the need for approval Curiosity, the need to learn Eating, the need for food Family, the need to raise children Honor, the need to be loyal to the traditional values of one's clan/ethnic group Idealism, the need for social justice Independence, the need for individuality Order, the need for organized, stable, predictable environments Physical activity, the need for exercise Power, the need for influence of will Romance, the need for sex Saving, the need to collect Social contact, the need for friends (peer relationships) Social status, the need for social standing/importance Tranquility, the need to be safe Vengeance, the need to strike back/to win In this model, people differ in these basic desires. These basic desires represent intrinsic desires that directly motivate a person's behavior, and not aimed at indirectly satisfying other desires. People may also be motivated by non-basic desires, but in this case this does not relate to deep motivation, or only as a means to achieve other basic desires.
- https://vimeo.com/88939322
- http://enterprise-gamification.com/
- Enterprise Gamification – Engaging people by letting them have fun http://amzn.com/1470000644 Gamification in Human Resources http://amzn.com/1500567140 Gamification in Banking & Financials http://amzn.com/1500720844 Gamification in Community & Innovation Management http://amzn.com/1501071440 Gamification in Healthcare & Fitness Gamification at Work http://tinyurl.com/kgj95wd