Gamification is one of the hottest buzzwords in online marketing, but what does it really mean? In this insightful session Raf Keustermans, former Global Marketing Director at Playfish (EA), will provide a practical guide to using gaming mechanics for marketing. He will provide innovative ideas for motivating customers to engage and examples of how to reward social media advocates. - #SMM11
2. RAF KEUSTERMANS
Independent Consultant
VP Marketing (consultant) Kobojo 2011
Global Marketing Director Playfish (EA) 2009-2010
Marketing Director EMEA Pogo.com (EA) 2008-2009
Head of Marketing Western Europe Unibet.com 2005-2008
Project Manager & Strategic Planner at BBDO, Grey and
DuvalGuillaume (Publicis Groupe) 1998-2001 / 2002-2005
Co-Founder start-up (Cyganet - online community tools &
services) 2001-2002
raf.keustermans@gmail.com
Twitter: @raf_keustermans
3. Number of gamers exploded:
2000: 250M
2011: 1B+
• New fast-growing ‘open’ platforms (Fb, iOS)
• Metrics-led design, new generation of game devs
• Broadband penetration
• Free!
4. Before 2008:
- Games = Niche
- Big, But Closed Industry
- Brands & Non-Gamers Not Welcome
7. Why Should You Care?
• 150B minutes spent EVERY MONTH on social games
• That’s an average of 10 minutes for everyone on the planet!
• Or 3,4M years are spend/wasted on social games every year.
spend/ year.
• Wow!
• Next-Generation Marketing
• Gamification, Social media, Earned Media,
Conversational, Metrics-Led Design, …
9. Brands have different options
• Work with game studios and/or existing games
– In-game advertising, sponsorship
– Partnership (use Game coins in your loyalty scheme)
– Licensing (create a branded game or integrate your
brand in a game)
• Understand the power of game mechanics to
improve your (non-game) business
– Gamification!
12. Gamification?
• Gamification is the use of game mechanics for
non-game applications/businesses.
• Game mechanics:
– Level structure
– Reward (feedback) systems: points, badges, …
– Competitive elements (leaderboards, tournament)
– Appointment mechanics
– Virtual currency
– …
13. It’s not (always) about making stuff FUN
Gamification =! Making a game
Gamification =! Making a boring
business/activity more fun
Gamification = using game
elements or mechanics to
improve businesses or
experiences
15. 1. What motivates the user/customer?
2. What are the mechanics/rules?
3. Is there Social Interaction?
4. How do you Win/Level Up? (victory
conditions)
16. What motivates the user?
• Power
• Personal development
• Being recognised, Status
• Curiosity, learning, creating
• Winning (prizes, cash)
• Competition
• Affiliation, social interaction (‘making friends’)
• Ownership, control
• Achievement
17. TripIt - leaderboards
Status & competition (brag about your business trips, show how ‘global’ you are)
Changes dynamics of travel planning.
18. Game mechanics
• Resource Management
• Auction
• Luck, Random elements
• Time (against the clock)
• Rewards (badges, points, achievements)
• Risk (penalty vs reward)
• Levels
• Collecting
• Leaderboard
• Points, Virtual Currency
• Capture (remove opponent’s tokens/resources)
• Appointment mechanics (come back in 15 minutes or else)
• …
19. Badges Can Work!
• Nothing new
• Relevant tool if there is a
context/meaning