Intro to gamification

GAMIFICATION

BI 19.09.2012 Kent Barwin Director – OMG Digital Marketing

OMG AS [email protected]

twitter.com/kbarw www.linkedin.com/in/kbarw

What work I have done I have done because it has been play. If it had been work I shouldn’t have done it.

Mark Twain

GAMIFICATION ≠ NERD

Gartner Predicts Over 70 Percent of Global 2000 Organisations Will Have at Least One Gamified Application by 2014

http://www.gartner.com/it/page.jsp?id=1844115

MYSTERY WORLD

THE KEY

ADVANTAGES

FLAUNT IT

RULES

THE DISCOVERY

Status is a greater motivator than financial gain

THE MOVIE

= Gamification old style

THE WORLDS LARGEST GAME

- POINTS - LEVELS - RANK

REWARDS

CASE: KOBO

Or, how to turn something boring and individual into something engaging and social?

CASE: FITOCRACY

Fitness community with gamification

GAMIFICATION

The use of game mechanics to drive engagement Gamification = Best practice loyalty Does not have to involve actual games

The word most frequently used to describe engagement, particularly in a marketing context, is loyalty.

Gamification by Design by Gabe Zichermann

IT’S ABOUT LOYALTY

GAMIFICATION => SOCIAL CRM

SOCIAL CRM – CREATES VALUE §  Loyalty §  Engagement §  Behavioral data §  Member get member §  Contact information §  Brand building

HOW?

STUDY EXAMPLES

REMEMBER: NO SOCIETY IS EVER FLAT

Level  5  –  1  000  p  

Level  10  –  3  000  p  

Level  15  –  9  000  p  

Level  20  –  27  000  p  

Level  25  –  81  000  p  

Level  30  –  243  000  p  

Level  1  –  0  p  

King  

Lord  

Knight  

Appren;ce  

Commoner  

START SIMPLE

§  For example with a simple engine connected to facebook and the web page

§  Simple badges §  Simple point system §  Build for expansion

REMEMBER

§  Build something useful and/or entertaining for the client

§  Build to stimulate desired behaviour §  If you have to push them, you are probably

doing something wrong –  If they are pushing you, you are probably

doing something right

DO NOT

§  Market the gamification §  Push the gamification §  Make gamification mandatory for the clients

PLAY!

QUESTIONS?

Kent Barwin Director – OMG Digital Marketing

OMG AS [email protected]

twitter.com/kbarw www.linkedin.com/in/kbarw