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GAME-BASED MARKETING Presented by James Clark Co-Founder, Room 214 @jamesoclark, @Room_214 #AMAReadyTalk

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Gamification The process of increasing user engagement and/or participation by integrating game mechanics and dynamics into your site, service, community to drive participation and engagement Source: Wikipedia.org

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Game Mechanics The elements of a game that allow for a fun and engaging user experience. Including, but not limited to: goals, points, collecting badges, awards, trophies, etc.; rankings and leaderboards, levels, exchange of virtual goods and currencies and feedback loops Source: Wikipedia.org

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Game Dynamics The compelling motivational nature of the game is the result of the desires and motivations: reward, status, achievement, self-expression, competition, altruism Source: Wikipedia.org

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The 4 Fun Keys Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation source: xeodesign.com

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Game Zen “ Games should be easy to pick up, instantly engaging, and offer somewhere to go once you are engaged.” – Trip Hawkins, Founder, Digital Chocolate

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Three Steps to Gamification <ul><li>POINTS </li></ul><ul><li>Experience Points – earn points for doing something, completing tasks </li></ul><ul><li>Skill Points – earned through interacting with a system that needs learning </li></ul><ul><li>Influence Points: ratings in Amazon, ratings in Stackoverflow </li></ul><ul><li>Redeemable Points: Can you spend your points? – Frequent Flier Miles – very sticky engagement loop </li></ul><ul><li>2. FEEDBACK & REWARDS </li></ul><ul><li>Levels: shorthand for participation and achievement </li></ul><ul><li>Leaderboards: identify, motivate and reward your most devoted players (can de-motivate new players) </li></ul><ul><li>Social leaderboards: you and your friends – beat the next person above you </li></ul><ul><li>Missions: tell players what to do next – SCVNGR </li></ul><ul><li>Reputation and ratings: ask and answer questions Amazon, Stackoverflow, trust is necessary </li></ul><ul><li>Achievements: short-term goals + sense of progression (beware of achievement fatigue) </li></ul><ul><li>Roles: time-based roles – newbies (easy to earn – feel successful) and power users (scarce resources – access) </li></ul><ul><li>3. VIRAL OUTREACH </li></ul><ul><li>Competition: bragging, taunting, challenging </li></ul><ul><li>Cooperation: sharing, helping, gifting </li></ul><ul><li>Self-Expression: check out my character/outfit/farm/page </li></ul>Source: Amy Jo Kim, Reward Systems that Drive Engagement

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Game Mechanics and Human Desires Source: Bunchball: Gamification 101 Whitepaper

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5 Fundamental Game Mechanics <ul><li>POINTS </li></ul><ul><li>Most fundamental mechanic that makes something seem like a game is points </li></ul><ul><li>Once you’ve got points – you can do leaderboards </li></ul><ul><li>Once you’ve got points – you can do levels </li></ul>Source: Amy Jo Kim, Reward Systems that Drive Engagement

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5 Fundamental Game Mechanics <ul><li>2. COLLECTING </li></ul><ul><li>Collecting is very main stream: baseball cards, trading cards, beanie babies, shot glasses from around the world. </li></ul><ul><li>Badges tap into game mechanics </li></ul><ul><li>Badges are interesting where there are more to earn </li></ul><ul><li>What does it mean to get a complete set: Gain Status, Access and $$ </li></ul><ul><li>If you can frame your badges as sets that you can complete – you just tapped into collecting mechanics </li></ul>Source: Amy Jo Kim, Reward Systems that Drive Engagement

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5 Fundamental Game Mechanics <ul><li>3. FEEDBACK </li></ul><ul><li>Games gives you feedback on so many levels about what you’re doing they actually makes you better at your skill. </li></ul><ul><ul><li>Keeps you on the road to mastery </li></ul></ul><ul><ul><li>Tells you if you’re on the right track </li></ul></ul><ul><ul><li>Helps you get better like a great coach </li></ul></ul>Source: Amy Jo Kim, Reward Systems that Drive Engagement

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5 Fundamental Game Mechanics <ul><li>4. EXCHANGES </li></ul><ul><li>Taking Turns </li></ul><ul><ul><li>Chess, conversations, tit-for-tat </li></ul></ul><ul><ul><li>Most basic game mechanics we learn as kids: wait your turn </li></ul></ul>Source: Amy Jo Kim, Reward Systems that Drive Engagement

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5 Fundamental Game Mechanics <ul><li>5. CUSTOMIZATION </li></ul><ul><li>Can be customizing your character like World of Warcraft – or bligning out your profile on Facebook or Twitter. </li></ul><ul><li>Anytime you have a rich profile you can decorate </li></ul><ul><li>Traditionally the ground of hardcore gamers is not much more in the general public lexicon </li></ul>Source: Amy Jo Kim, Reward Systems that Drive Engagement

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Game Mechanics in Use

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Accomplishment + Viral

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How Most Businesses Create A Challenge Source: Julie Dirksen, Creating Game-like Engagement for Learning

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How Games Create Challenge Source: Julie Dirksen, Creating Game-like Engagement for Learning

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Fun = Learning “ Fun is just another word for learning”

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10,000 Hours to Mastery <ul><li>It takes 10,000 hours of deliberate practice to master a subject or skill </li></ul><ul><li>The person practicing must constantly strive to get better </li></ul><ul><li>10,000 hours for great achievement </li></ul>

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10,000 Hours Playing Online Games <ul><li>By the age of 21 a majority of kids will have spent 10,000 hours playing online video games </li></ul><ul><li>We invest 3 Billion Hours Weekly in Online Gaming </li></ul><ul><li>So what exactly are these kids getting good at? </li></ul><ul><ul><li>Urgent Optimism – the belief that you will ultimately be successful, even if you experience many failures </li></ul></ul><ul><ul><li>Social fabric – a sense of trust that will help you </li></ul></ul><ul><ul><li>Blissful productivity – a desire to work hard and purposefully </li></ul></ul><ul><ul><li>Epic meaning – an understanding that one is individually capable of changing the world </li></ul></ul>Jane McGonigal, Director of Game Research & Development, Institute for the Future Source:Jane McGonigal, TED Presentation: Gaming can make a better world

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Future of Kiva Who is Kiva’s biggest competitor? “ I think our biggest competitor is actually, probably Zynga. It’s not other nonprofits it’s actually competing for people’s attention. That fantasy football player in Canton, Ohio who might play two hours of Farmville at night, how do we get them to think about Uganda?…If building a real farm on Kiva can be as compelling as building a virtual farm on Facebook, then I think we’ve done our jobs really well.” - Kiva, President Premal Shah VS

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Business Value of Gamification Gamification can drive virtually any kind of participation including: “ Participation Builds Lasting Relationship and Impacts Fundamental Business Objectives” - Bunchball “Gamification 101” <ul><li>Watching videos </li></ul><ul><li>Listening to audio </li></ul><ul><li>Viewing photos </li></ul><ul><li>Opting in to email </li></ul><ul><li>Creating content </li></ul><ul><li>Answering questions </li></ul><ul><li>Making a purchase </li></ul><ul><li>Taking quizzes </li></ul><ul><li>Search for info </li></ul><ul><li>Sharing personal info </li></ul><ul><li>Rating products </li></ul><ul><li>Reading articles </li></ul><ul><li>Registrations </li></ul><ul><li>Voting on content </li></ul><ul><li>Writing comments </li></ul><ul><li>Participating in discussions </li></ul><ul><li>Posting to forums </li></ul><ul><li>Taking a poll </li></ul><ul><li>Visiting repeatedly </li></ul><ul><li>Visiting affiliate sites </li></ul><ul><li>Recommending affiliates </li></ul>Source: Bunchball: Gamification 101 Whitepaper

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You’ve Got To Read

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Resources Articles: HOW TO: Use Game Mechanics to Power Your Business , Mashable, http://goo.gl/3ubh SCVNGR’s Secret Game Mechanics Playdeck , Tech Crunch, http://goo.gl/IR6s Mint Turns Personal Finance Into a Game. It’s Better Than It Sounds , Tech Crunch, http://goo.gl/AlPX Kiva President on the Next 5 Years and Why Zynga is Their Biggest Rival , Tech Crunch TV, http://goo.gl/lU3b Jane McGonigal: Gaming Can Make a Better World , TED Talk, http://goo.gl/xiKd Get Ready for the Decade of Gamification, MercuryNews.com, http://goo.gl/7W4r People to Follow: Amy Jo Kim, @amyjokim, http://shufflebrain.com Gabe Zichermann, @gzicherm, co-author of: game-based marketing , http://gamebasedmarketing.com , http://gamification.co Companies Doing Cool Things: Badgeville, http://badgeville.com/ FanAppz, http://fanzpps.com BigDoor, http://bigdoor.com Bunchball, http://bunchball.com

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Thank You.