Queensland University of Technology · Using gamification to enable consumer behaviour change. Professor Rebekah Russell-Bennett. Queensland University of Technology @DrBekMarketing

Using gamification to enable consumer behaviour change

Professor Rebekah Russell-BennettQueensland University of Technology

@DrBekMarketing

The barriers: When the behaviour is needed but……

Disinterest in

behaviourDifficult

Competition is more

appealing

Time lag for results

Lack of relevance

Lack of value

proposition

When the behaviour is needed but……

Why digital? It is everywhereWhy digital? It is everywhere

What is gamification? The process of enhancing a

program/campaign with gameful experiences to achieve value creation

2012 global market worth $242m 2016 $2.8bGamification is not the same as games

Entertainment (fun)

Information (facts)

Customer engagement

What is gamification?

How games affect our brains

Consumers are hard-

wired for play

Games facilitate behaviour Motivation Opportunity Ability

Games provide psychological payoff Autonomy Mastery Social

interactionEmotion, memories,

motivation and learning

How games affect our brains

Game rewards dopamine (energised, high, motivates goals) learning & motivation

Play pleasure emotions memory Serotonin

(relax, wellbeing)

Why do consumers like gamification?

Competitive motivation

Rewarded for good behaviour

Participation makes people feel empowered, important and valued

Social connection

Why do consumers like gamification?

Case study: Reducing electricity use in the home

CitySmart: Project leadBarriers addressed:Disinterest in the behaviourGroup-level influenceTime-lag between behaviour

and outcome

LIEEP Program: Reduce Your Juice

Case study: Reducing electricity use in the homeReducing electricity consumption with gamification

THANK YOUProfessor Rebekah [email protected] |

www.research.qut.edu.au/servicesocialmarketing@DrBekMarketing

Thank You