1. January 2013
Gamification
A short intro to Gamification in Retail
“designing for engagement”
This presentation is partially based on Ken Werbach’s course at Coursera

2. What is gamification?
The integration of the mechanics that make games fun and
absorbing into non-game platforms and experiences in order to
improve and engage participation
Practical categories:
External (for example, consumer engagement)
Internal (for example, office incentives)
Behaviour change (for example, fitocracy.com)

3. …and remember
No point in gamifying unless it is effective
Gamification is great for motivation - fun is
powerful

4. Samsung Nation: Online community

5. Why Gamify?
Engagement gap - The more people
use it, the more fun it is
Choices - Lack of variety, either you
check-in or you don't
Progression - Checking-in the
hundredth time is like checking-in the
first time
Social - Relationships with friends
Habit - "If you have to think each time,
you're not going to do it all that much.“

6. Gamification hype
Gartner hype cycle 2012

7. Successful Gamification: design rules
The importance of balance
Not too hard, easy, overwhelming, underwhelming
Player journey
Onboarding - there's a beginning, a middle, and an end
Scaffolding - an introductory task (how to do something, a deep learning process)
Pathways to mastery - acquire and achieve a real skills
Create an experience
Don’t forget the fun!

8. LinkedIn: Onboarding through
gamification

9. Nike Plus: Making Fitness Fun

10. What things are fun?
Winning Collecting
Problem-solving Surprise
Exploring Imagination
Chilling Sharing
Teamwork Role Playing
Recognition Customisation
Triumphing Hanging out

11. Who are your players?
http://frankcaron.com/Flogger/?p=1732

12. Asos: Sharing your outfit

13. It’s all about motivation
http://www.slideshare.net/gzicherm

14. How to sell more computers?

15. Be the buyer

16. Be the buyer
“..the BTB voters’ feedback
plays a huge role in the
selection of styles we sell on
ModCloth and helps us make
better decisions about how
deeply we buy into certain
styles.”

17. Gamification Design Framework
Design thinking principles D6 design framework:
Purposive because it has a DEFINE business objectives
goal DELINEATE target behaviours
Human centred (it is about the DESCRIBE your players
user experience )
DEVISE activity loops.
Balance of analytical and
creative DON'T forget the fun!
Iterative and focus on the DEPLOY the appropriate tools
player journey

18. Tools and Platforms

19. Gamification Risks
“What we’re currently terming gamification is in fact the
process of taking the thing that is least essential to
games and representing it as the core of the experience.
“
Pointsification
Exploitationware
Privacy
Gaming the game

20. Smart Gamification
Player Business
needs Smart
Goals
Gamification

21. Examples in retail: H&M

22. Examples in retail: Lookbook.nu

23. Examples in retail: Trendencias.com

24. Thanks!
pablo.peris@raona.com
http://twitter.com/pabloperis