Gamification, Game Based Marketing, Serious Business
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The document discusses gamification and provides examples of how game mechanics can be used to increase user engagement. It defines gamification as using game elements like points, leaderboards, and levels to motivate behavior. Common game mechanics that can be applied include point systems, achievements, leveling up, and badges. Examples are given of how companies like Foursquare, Nike, and the Dutch tourism board have successfully used gamification to boost user engagement for activities like checking into locations, exercising, and travel. The document ends with some design pointers for gamifying activities, such as focusing on positive rewards, prototyping ideas, and preventing spammy behaviors.
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Gamification, Game Based Marketing, Serious Business
- 1. GAMIFICATION Game Based Marketing, Serious Business 24 november 2011 C O P Y R I G H T 3 S I X T Y F I V E B . V.
- 2. Table of contents 1 Gamification? 2 Not new but different 3 Game mechanics 4 What you can do with it 5 Serious Business 6 Some pointers
- 3. Gam ifi cation
- 4. 1. Gamification TH E DECA D E OF GA M E S Social Layer: Last decade Connections Facebook’s Open Graph Construction is over Game Layer: Next decade Seth Priebatsch Influence & behaviour Chief Ninja No foundation SCVNGR Construction has just begun
- 5. 1. Gamification DE FINI TIO N The use of game-mechanics and game-thinking in order to create user engagement and solve problems.
- 7. 1. Gamification Y ES O R NO
- 8. 1. Gamification Y ES O R NO
- 9. 1. Gamification Y ES O R NO
- 10. 1. Gamification Y ES O R NO - but can be used for loyalty -
- 11. 1. Gamification Y ES O R NO
- 12. 1. Gamification Y ES O R NO YES!
- 13. 1. Gamification I T’ S ALL ABO UT D OPA M I NE Is released when we go from challenge to achievement
- 14. 1. Gamification Y ES O R NO It’s about positive rewards
- 15. 1. Gamification W HY DO P E OP L E P L AY ? Socializing Mastery
- 16. 1. Gamification W HY DO P E OP L E P L AY ? Socializing Mastery
- 17. 1. Gamification W HY DO P E OP L E P L AY ? Socializing Mastery Destress
- 18. 1. Gamification W HY DO P E OP L E P L AY ? Socializing Mastery Destress Fun
- 19. 1. Gamification TY PE S O F P L AY E R S Socializers
- 20. 1. Gamification TY PE S O F P L AY E R S Socializers Explorers
- 21. 1. Gamification TY PE S O F P L AY E R S Socializers Explorers Achievers
- 22. 1. Gamification TY PE S O F P L AY E R S Socializers Explorers Achievers Killers
- 23. 1. Gamification DE S IG N SO M E T H I N G I N T E R ES T I N G F O R E VE R YB O D Y Anything that can measured, can be gamified.
- 25. 1. Not New But Different R E MEM BE R T H E S E ? Spend more and get an upgrade
- 26. 1. Not New But Different R E MEM BE R T H E S E ? Spend more and get an upgrade Fly more and get an upgrade
- 27. 1. Not New But Different R E MEM BE R T H E S E ? Spend more and get an upgrade Fly more and get an upgrade Master!
- 28. Game Mechanics
- 29. 3. Game Mechanics S OME EXAM P L E S Point systems
- 30. 3. Game Mechanics S OME EXAM P L E S Point systems Leaderboard / Achievements
- 31. 3. Game Mechanics S OME EXAM P L E S Point systems Leaderboard / Achievements Level up
- 32. 3. Game Mechanics S OME EXAM P L E S Countdown
- 33. 3. Game Mechanics S OME EXAM P L E S Countdown Progression
- 34. 3. Game Mechanics S OME EXAM P L E S Countdown Progression Badges / Stickers
- 35. 3. Game Mechanics S OME EXAM P L E S Community Collaboration
- 36. What can you do with it
- 37. 4. What you can do with it U S ER E NGA GE M E N T Maximize engagement
- 38. 4. What you can do with it U S ER E NGE GE M E N T 15 Million users and counting, 77% checks-in 30x per month
- 39. 4. What you can do with it U S ER E NGA GE M E N T
- 40. 4. What you can do with it U S ER E NGA GE M E N T Check in: Movies, music, games, books
- 41. 4. What you can do with it U S ER E NGA GE M E N T Check in: Movies, music, games, books Earn stickers, points
- 42. 4. What you can do with it U S ER E NGA GE M E N T Check in: Movies, music, games, books Earn stickers, points Follow friends
- 43. 4. What you can do with it U S ER E NGA GE M E N T Check in: Movies, music, games, books Earn stickers, points Follow friends Become guru!
- 44. 4. What you can do with it U S ER E NGA GE M E N T
- 45. 4. What you can do with it U S ER E NGA GE M E N T
- 46. 4. What you can do with it U S ER E NGA GE M E N T
- 47. 4. What you can do with it U S ER E NGA GE M E N T And you thought this was crazy!
- 48. 4. What you can do with it U S ER E NGA GE M E N T And you thought this was crazy!
- 49. 4. What you can do with it U S ER E NGA GE M E N T And you thought this was crazy!
- 50. 4. What you can do with it U S ER E NGA GE M E N T Publishing
- 51. 4. What you can do with it S OLVE P RO B L E M S Saving energy can be fun, competitive and social
- 52. 4. What you can do with it S OLVE P RO B L E M S Get people to vote. Not so far fetched
- 53. 4. What you can do with it S OLVE P RO B L E M S Do good. Stimulate charity. Help people.
- 54. serious business cases
- 55. 5. Serious Business S U CC ES LIE S I N M ULT I P L E G AME ME C H AN I C S It’s in the combination of game-mechanics that creates success. Seth Priebatsch Chief Ninja SCVNGR
- 56. 5. Serious Business G R OUP O N 2009: $100k 2010: $10M 2011: $2.6B
- 57. 5. Serious Business NIK E + Run against & with friends. Stay motivated. Nike facilitates.
- 58. 5. Serious Business DO N’T FO RGE T T H E D UT CH How to use in a campaign
- 59. 5. Serious Business DO N’T FO RGE T T H E D UT CH
- 60. 5. Serious Business DO N’T FO RGE T T H E D UT CH 1st gamified travel platform
- 61. 5. Serious Business DO N’T FO RGE T T H E D UT CH 1st gamified travel platform Fans + Locals + Visitors + Trade
- 62. 5. Serious Business DO N’T FO RGE T T H E D UT CH 1st gamified travel platform Fans + Locals + Visitors + Trade Stimulate quantity & quality
- 63. 5. Serious Business DO N’T FO RGE T T H E D UT CH 1st gamified travel platform Fans + Locals + Visitors + Trade Stimulate quantity & quality Plakkers!
- 64. 3. Serious Businss P LA KK E RS
- 65. Some pointers
- 66. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)
- 67. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)
- 68. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)
- 69. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)
- 70. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)
- 71. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)
- 72. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)
- 73. 6. Some Pointers 1 CHALLENGE VS ACHIEVEMENT 2 CAN YOU INTEGRATE POINTS? 3 THE LEVELS OF YOUR BUSINESS 4 YOU WILL BE GAMED! 5 DON’T STIMULATE SPAM 6 ONLY POSITIVE REWARDS 7 PROTOTYPE: DESIGN IS KEY (TEST)
- 74. One more thing
- 75. There is no magic potion
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- http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
- http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
- Foursquare heeft waarschijnlijk een kleine 200.000 gebruikers in NL. \nGroeit keihard maar is nog steeds geen mainstream.\n
- http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
- http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
- http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
- http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
- http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
- http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
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- http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
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- Socializers (like to socialize with other people)\n \n Explorers (like to fully explore the game world and its limits)\n \n Achievers (like to gather points and raise levels)\n \n Killers (like to win and will do everything for it)\n
- Socializers (like to socialize with other people)\n \n Explorers (like to fully explore the game world and its limits)\n \n Achievers (like to gather points and raise levels)\n \n Killers (like to win and will do everything for it)\n
- Socializers (like to socialize with other people)\n \n Explorers (like to fully explore the game world and its limits)\n \n Achievers (like to gather points and raise levels)\n \n Killers (like to win and will do everything for it)\n
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- http://founderfuel.com/2011/10/28/day-55-turntable-fm-and-social-engagement-loops/\n
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- Foursquare heeft waarschijnlijk een kleine 200.000 gebruikers in NL. \nGroeit keihard maar is nog steeds geen mainstream. \nPS: 10 M users in june 2011. Growth now 1M users per month.\n
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- http://www.slideshare.net/ScottDodson/2010-gamification-10-files-stripped-out\n\nhttp://www.marketingtribune.nl/nieuws/puma-haakt-slim-in-op-gamification-met-live-scoreboard-/\n
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- don’t over do it...\n
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