1. TSVETAKALEYNSKA
GAMIFICATION
By Tsveta M.Kaleynska

2. AGENDA
• Definition of Gamification
• Why Gamify?
• Countries that like to Game It Up
• Benefits to Marketers
• Successful Examples
• Who is Gamifying?
• What to Know About Customers Before Gamifying
• Future of Gamification
• Conclusion
• Q&A
By Tsveta M.Kaleynska

3. GAMIFICATION IS…AN ADDICTIVE LOYALTY PROGRAM
By Tsveta M.Kaleynska

4. USING GAME TECHNIQUES TO SELL PRODUCTS & SERVICES
By Tsveta M.Kaleynska

5. USING LEVELS, REWARDS, AND UNLOCKS TO DRIVE CERTAIN
HUMAN BEHAVIOR
By Tsveta M.Kaleynska

6. TURNING REAL-WORLD ACTIVITIES INTO GAMES
By Tsveta M.Kaleynska

7. GAMIFICATION DEFINITION
Or else said:
Game Thinking
+ Game Mechanics
Engage Users
Make $
By Tsveta M.Kaleynska

8. GAMIFICATION: Why Gamify?
• People at all ages are prone to gamifying
because of a physical and psychological
need to do so
• Gamification subconsciously reinforces a
positive brand-consumer identity
• Increase customer engagement
• Increase customer loyalty
• Influence customer’s decisions towards
making a purchase
• Could generate more accurate detailed
statistical data on consumers
By Tsveta M.Kaleynska

9. GAMIFICATION: Why Gamify?
• Searches for ‘gamification’ have increased 250% since the beginning
of 2011
• Market size $242 million
Source: Google Trends
By Tsveta M.Kaleynska

10. GAMIFICATION: Countries that like to Game It Up
1. United States
2. Australia
3. Canada
4. India
5. United Kingdom
6. France
7. Germany
8. Italy
9. Spain
10. Japan
Source: Google Trends
By Tsveta M.Kaleynska

11. GAMIFICATION: Benefits to Marketers
Gamification creates new advertising opportunities. It does so by providing a platform for
legitimate interruptive messaging and users are happy to be surprised with rewards. Three
ways in which advertisers can profit are:
By Tsveta M.Kaleynska

12. GAMIFICATION Vendor Survey 2011: Vertical Market Segments
Source: Gartner
By Tsveta M.Kaleynska

13. GAMIFICATION Vendor Survey 2011: Client Implementation
In terms of client implementation, 47% of all companies are looking to
increase user engagement. Engagement weighs-in significantly more than
brand loyalty or brand awareness as motivating factors for implementation.
Source: Gartner
By Tsveta M.Kaleynska

14. GAMIFICATION ENGAGEMENT METRICS
• Unique visitors
• Page views per visitor
• Time spent on site
• Total time spent per user
• Frequency of visits
• Depth of visit
• Participation Conversions
By Tsveta M.Kaleynska

15. GAMIFICATION: Successful Examples
Collecting Badges in Foursquare
(Game Mechanic: Collection, Achievement)
• Foursquare is both a way to collect and record
locations that you’ve visited, but has layered on
mayorship and badge collection.
• Why is Foursquare successful?
o Core activity has the intrinsic motivation of fun
o Progress mechanics light the way
o Social actions are aligned with the social needs of
the users
• Market objectives of this gamification practice:
o Augmentation of the number of possible
advertisers by diversification of user
consumption
o Cost-free user-to-user promotion
By Tsveta M.Kaleynska

16. GAMIFICATION: Successful Examples
LinkedIn Game Mechanics: Progress Bar
• The profile completeness bar on LinkedIn can be seen as an example of
game mechanics. Completing a task, such as profile completeness, is an
extrinsic motivator.
• Market objectives of this gamification practice:
o Assure detailed user information for targeting purposes
By Tsveta M.Kaleynska

17. GAMIFICATION: Successful Examples
United Airlines Game Mechanics: Frequent Flyer Miles
• Accumulating Frequent Flyer Miles with United
Airlines is an example of real life gamification
method. Acquired miles can be redeemed for free
air travel, for other goods or services, or for
increased benefits, such as: travel class
upgrades, airport lounge access, or priority
bookings.
• Market objectives of this gamification practice:
o Value added to the service
o Stimulation of recurring purchases
o Ease of new product/services introduction
By Tsveta M.Kaleynska

18. GAMIFICATION: Who is Gamifying?
And many more…
By Tsveta M.Kaleynska

19. GAMIFICATION: What to Know About Customers Before Gamifying
What are their needs and goals? Why are they playing?
What’s holding them back from achieving their potential?
Is it lack of volition (belief that completing the task at hand is valuable) or
lack of faculty (ability to complete the task)
What is their primary playing style?
(solo, competitive, cooperative)
Who are they playing with?
What social actions do they find enjoyable, and why?
What metrics do they care about?
By Tsveta M.Kaleynska

20. GAMIFICATION: Future
Source: Gartner
• By 2016 more than 50% of organizations that manage innovation will
"gamify" those processes and that will be worth at $2.8 billion.
• By the same year, more than 70% of Global 2000 organizations will have at
least one gamified application.
By Tsveta M.Kaleynska

21. GAMIFICATION: Conclusion
Gamification is a powerful tool to boost business results – either by
incorporating it in a company’s marketing and/or product, or by using it
to motivate your staff.
The quality of execution determines the success!

22. Questions & Answers

23. REFERENCES
• http://en.wikipedia.org/wiki/Gamification
• http://gamification.org/
• http://www.gamification.co/
• http://www.codinghorror.com/blog/2011/10/the-gamification.html
• http://gamification.org/wiki/Gamification_Benefits
• http://gamingbusinessreview.com/wp-
content/uploads/2012/05/Gamification-in-2012-M2R3.pdf
• http://webdesign.tutsplus.com/articles/general/the-benefits-and-pitfalls-
of-gamification/
• http://gamify.com/business
• http://venturebeat.com/2011/01/21/gamification-is-the-new-black-
reaching-beyond-loyalty-programs-to-engagement/
• http://www.informationweek.com/thebrainyard/slideshows/view/23290148
9/7-examples-put-gamification-to-work
• http://www.forbes.com/sites/gyro/2012/07/16/gamification-comes-of-age/
• http://blog.kissmetrics.com/gamification-for-better-results/

24. THANK YOU!