« Let’s play with our brand
Gamification for Branding »
Barcelona
25/06/2013
http://www.twitter.com/@JaumeTeixi
Innovating Through Brands
ELISAVA School of Design and Engineering of Barcelona
http://www.twitter.com/@ElisavaBCN
3. Social Media
The Cluetrain Manifesto
» Markets are Conversations
» Markets are Getting Smarter
faster than
Most Companies
4. Social Media
Mark Zuckerberg
» A social version of anything
can almost always be more
engaging and outperform
a non-social version
5. Social Media
Mark Prensky
» Digital Natives, Digital Immigrants
Mobile
» Instant Everything Generation
Social Graph
» Contacts / Friends / Followers
8. Veterants POV
Ian Bogost
» Explotationware
Richard A. Bartle
» Serious Games want a Game
Jane Mcgonigal
» PERMA
Amy Jo Kim
» Smart Gamification
9. Entrants POV
Simon Wiscombe
» Don't Focus on Achievements…
Target the Journey, Rather than the Goal
Sebastian Deterding
» From Game Design Element
to Gamefulness
10. Social Games
By Applying Game Mechanics to Casual
Audiences, Social Games favored the
appearance of that Gamification thing.
12. Social Games Design Elements
Tutorial by Default
Personalization
Social Graph
User-to-User Communication
Trade Elements
Leaderboards
Scarcity
...
13. Network Effects
Network Effect
» Each new user adds a positive (+)
or negative (-) effect for the rest
(-) Censorship
» Streisand Effect
(+) Virality
» k-Factor
19. 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
28. Gamification Opportunity
The Beginning
Loyalty Cards » SkyPoints, Air Miles
The Present
Customer Experience
Loyalty & Engagement
Customized Products
Special Offers
Collections & Scarcity
...
29. Gamification Opportunity
Respect Organic Virality
» Don't Spam
Playing Gives You a Sense of
» Urgent Optimism: Don't Give Up
Always Provide
» Real Return Value