Gamification: Game based marketing, serious business

GAMIFICATIONG a m e B a s e d M a r k e t i n g ,

S e r i o u s B u s i n e s s

24 november 2011C O P Y R I G H T 3 S I X T Y F I V E B . V .

Gamification?Not new but differentGame mechanicsWhat you can do with itSerious BusinessSome pointers

Table of contents

123456

Kudos to @sethpriebatsch @dingstweets @mysticmobile @gamespacenl

Gamification

1. GamificationTHE DECADE OF GAMES

Social Layer:Last decadeConnectionsFacebook’s Open GraphConstruction is over Game Layer: Next decadeInfluence & behaviourNo foundationConstruction has just begun

Seth PriebatschChief NinjaSCVNGR

1. GamificationDEF IN IT ION

The use of game-mechanics and game-thinking in order to create user engagement and solve problems.

Maybe this helps...

1. GamificationYES OR NO

1. GamificationYES OR NO

- but can be used for loyalty -

1. GamificationYES OR NO

YES!

I T ’S ALL ABOUT DOPAMINE

Is released when we go from challenge to achievement

1. Gamification

1. GamificationYES OR NO

It’s about positive rewards

WHY DO PEOPLE PLAY?

Socializing Mastery Destress Fun

1. Gamification

TYPES OF PLAYERS1. Gamification

Socializers Explorers Achievers Killers

1. GamificationDESIGN SOMETHING INTERESTING FOR EVERYBODY

Anything that can measured, can be gamified.

Not Newbut different

1. Not New But DifferentREMEMBER THESE?

Spend more and get an upgrade Fly more and get an upgrade Master!

GameMechanics

3. Game MechanicsSOME EXAMPLES

Point systems Leaderboard / Achievements Level up

3. Game MechanicsSOME EXAMPLES

Badges / StickersCountdown Progression

3. Game MechanicsSOME EXAMPLES

Community Collaboration

Whatcan you dowith it

USER ENGAGEMENT

Maximize engagement

4. What you can do with it

USER ENGEGEMENT

15 Million users and counting, 77% checks-in 30x per month

4. What you can do with it

USER ENGAGEMENT

Check in: Movies, music, games, books

Earn stickers, points

Follow friends

Become guru!

4. What you can do with it

USER ENGAGEMENT4. What you can do with it

USER ENGAGEMENT4. What you can do with it

And you thought this was crazy!

USER ENGAGEMENT

Publishing

4. What you can do with it

SOLVE PROBLEMS

Saving energy can be fun, competitive and social

4. What you can do with it

Get people to vote. Not so far fetched

SOLVE PROBLEMS4. What you can do with it

Do good. Stimulate charity. Help people.

SOLVE PROBLEMS4. What you can do with it

seriousbusinesscases

SUCCES L IES IN MULT IPLE GAME MECHANICS

It’s in the combination of game-mechanicsthat creates success.

5. Serious Business

Seth PriebatschChief NinjaSCVNGR

GROUPON

2009: $100k 2010: $10M 2011: $2.6B

5. Serious Business

NIKE+

Run against & with friends. Stay motivated. Nike facilitates.

5. Serious Business

DON’T FORGET THE DUTCH

How to use in a campaign

5. Serious Business

DON’T FORGET THE DUTCH5. Serious Business

Fans + Locals + Visitors + Trade

Stimulate quantity & quality

1st gamified travel platform

Plakkers!

3. Serious BusinssPLAKKERS

Somepointers

CHALLENGE VS ACHIEVEMENTCAN YOU INTEGRATE POINTS?THE LEVELS OF YOUR BUSINESSYOU WILL BE GAMED! DON’T STIMULATE SPAMONLY POSITIVE REWARDSPROTOTYPE: DESIGN IS KEY (TEST)

1234567

6. Some Pointers

CHALLENGE VS ACHIEVEMENTCAN YOU INTEGRATE POINTS?THE LEVELS OF YOUR BUSINESSYOU WILL BE GAMED! DON’T STIMULATE SPAMONLY POSITIVE REWARDSPROTOTYPE: DESIGN IS KEY (TEST)

1234567

6. Some Pointers

CHALLENGE VS ACHIEVEMENTCAN YOU INTEGRATE POINTS?THE LEVELS OF YOUR BUSINESSYOU WILL BE GAMED! DON’T STIMULATE SPAMONLY POSITIVE REWARDSPROTOTYPE: DESIGN IS KEY (TEST)

1234567

6. Some Pointers

CHALLENGE VS ACHIEVEMENTCAN YOU INTEGRATE POINTS?THE LEVELS OF YOUR BUSINESSYOU WILL BE GAMED! DON’T STIMULATE SPAMONLY POSITIVE REWARDSPROTOTYPE: DESIGN IS KEY (TEST)

1234567

6. Some Pointers

CHALLENGE VS ACHIEVEMENTCAN YOU INTEGRATE POINTS?THE LEVELS OF YOUR BUSINESSYOU WILL BE GAMED! DON’T STIMULATE SPAMONLY POSITIVE REWARDSPROTOTYPE: DESIGN IS KEY (TEST)

1234567

6. Some Pointers

CHALLENGE VS ACHIEVEMENTCAN YOU INTEGRATE POINTS?THE LEVELS OF YOUR BUSINESSYOU WILL BE GAMED! DON’T STIMULATE SPAMONLY POSITIVE REWARDSPROTOTYPE: DESIGN IS KEY (TEST)

1234567

6. Some Pointers

CHALLENGE VS ACHIEVEMENTCAN YOU INTEGRATE POINTS?THE LEVELS OF YOUR BUSINESSYOU WILL BE GAMED! DON’T STIMULATE SPAMONLY POSITIVE REWARDSPROTOTYPE: DESIGN IS KEY (TEST)

1234567

6. Some Pointers

CHALLENGE VS ACHIEVEMENTCAN YOU INTEGRATE POINTS?THE LEVELS OF YOUR BUSINESSYOU WILL BE GAMED! DON’T STIMULATE SPAMONLY POSITIVE REWARDSPROTOTYPE: DESIGN IS KEY (TEST)

1234567

6. Some Pointers

One morething

There is nomagic potion

thanksany questions?