Internal talk about Gamification

1. Gamification
Nicholas Mikic

2. Gamification
By using the same game design methodologies as game designers,
can we make brands more addictive?
More specifically - “Can we make the engagement with a brand
addictive in the same way that games are addictive?”

3. The gaming revolution
Before the gaming revolution we knew where we stood…
Gamers were young adult males who were anti-social, ate pizza,
drank Coke by the BIG bottle and had no life… or perhaps kids even?

5. Then this happened

10. Nowadays, your typical gamer is...
Average age: 32
47% female
76% of gamers over 18
19% aged over 51

11. The
average
household
71% have 2
or more
gamers
87% have 3
or more
screens
98% with
children
have games
63% use a
console for
games
47% use a
mobile for
games
26% use a
tablet for
games

12. The gaming industry at a glance
3 billion hours per week spent playing games globally
1 in 3 people online play social / casual games
80% of app store revenue goes to mobile games
Tablet owners spend 67% of their time playing games
Gaming industry ($56B) is 2x bigger than the music industry ($26B)

15. Nike case study
How can Nike sell more running shoes, without:
 Reducing prices (reduces margins)
 Using promotions and sales (expensive and reduces margins)
 Offering tangible rewards (such as traditional loyalty programme – expensive
to operate and fulfill, and once again reduces margins)

16. Nike+
A small device (which runners pay for) is placed in their shoe and
tracks every step they take
It syncs back to their iPhone/iPod and a central website

18. Nike+
The data allows runners to:
 Track their performance over time
 Map their runs and compare different runs
 Compete with themselves
 Find people of a similar ability and race with them
 Compete with friends over Facebook
 Set goals (and have goals set for you to improve)
 Progress through a series of levels based on activity and performance
All of which you might do in a game…

19. From a branding / market research
perspective
Nike have a direct line of communication to 8 million customers
They have more behavioural data than ever before
And they’re continuing to grow…

20. The science of fun

21. Four types of fun
Challenging fun
• Objectives
• Strategic
• Obstacles
• Rewards
• Levels
Easy fun
• Adventure
• Discovery
• Exploration
• Mystery
• Experience
People fun
• Cooperation
• Competition
• Collaboration
• Networking
• Community
Creative fun
• Self-expression
• Personalisation
• Individuality
• Avatars
• Choice

22. Reward
structures
Points
Leader
boards
Virtual
currency
Levels &
progression
Missions &
quests
Badges &
trophies
Social
media
integration

23. Constant near goal completion

24. Some more examples…

25. ABC Reading Eggs

26. Coles self-checkout

27. Implications for researchers
and strategists

28. Market Research & Gamification
Understand
• Segmenting customers by gaming preferences
• Understanding the brand fit of different types of games
Enhance
• Using gaming elements to enhance the research process
• Implementing reward structures
Data
mining
• Collecting large scale behavioural data
• Collect data on hard to reach segments

29. Engagement
Data
Research /
analysis
Strategic
insights
Gaming

30. Using Gamification as Strategists
•Rewarding customer loyalty and
engagement
•Direct marketing channel for promos
and special offers
•Using consumer irrationality as
a driver to playing games
•Understanding irrationality
through Gamification
•Employing behaviour change
strategies through gaming
•Raising awareness on social and
economic issues
•Shifting brand perceptions
and attitudes
•Understanding and attracting
new customer segments
Brand
positioning
Social
implications
Customer
rewards
Behavioural
Economics

31. Questions?