Gamification to get your message across
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The document discusses gamification as a marketing strategy, highlighting its mechanics, such as rewards and competition, aimed at engaging consumers and driving towards business goals. It provides examples of successful gamification tactics used by various brands and outlines steps to effectively implement gamification in marketing strategies. It emphasizes the importance of understanding user profiles, setting clear goals, and the need for continuous testing and improvement to create meaningful engagement.
Gamification to get your message across
- 1. Gamification to get the message across Meeting @ Be-Connect.eu @ogillin – 07/2012
- 2. Gamification What is it? Is it right for your business? Examples Social & Casual Gaming in EU Marketing tactics Ways to Gamify Your FB Marketing
- 3. Gamification “Marketing tactics within gamification are the incentives that drive the audience to move towards your strategic goal, which can be to create awareness, make sales or identify new leads. The point is not to make a game but to incorporate game mechanics into a marketing effort.” Gartner’s 4 drivers of engagement via gamification Accelerated feedback cycles Clear goals and rules of play. (clear goals and well-defined rules of play to ensure players feel empowered to achieve goals.) A compelling narrative that engages to participate and achieve the goals Tasks that are challenging but achievable. Gartner report, by 2015, more than 50% of organizations managing innovation will gamify their processes.
- 4. Gamification Theory Human needs* Reward, status, Achievement, Self Expression, Competition, Altruism Self-determination theory (SDT): Competence, Autonomy, Relatedness Game Mechanics* Points, Levels, Challenges, Virtual Goods and spaces, Leaderboards, Gifts and Charity Overall Goal: Engagement Gamification is a Tool to teach, persuade, motivate people See in Appendix summary of Dustin DiTommaso deck “Beyond Gamification”
- 5. Gamification right for business? 1. Consider Why You Want to Gamify 2. Identify your users 3. Frame goals and objectives 4. Identify Necessary Skills and Actions 5. Consider Various Lenses of Interest 6. Outline Desired Outcomes 7. Play and Polish (test) EVOLUTION: Games are motivation engines Functional ->…-> Pleasurable -> Meaningful Dustin DiTommaso (@DU5TB1N), 7 steps framework
- 6. Step 1: Why Gamify? CRITICAL STAKEHOLDER QUESTIONS: What is the main reason for Gamifying your product / service? How does it benefit the user? Will they enjoy it? BUSINESS QUESTIONS: What are the goals of the business? How do you get the users to fulfill those goals What actions do you want your players to take? Dustin DiTommaso, @DU5TB1N
- 7. Examples of Gamification tactics Foursquare—badges, rewards Nike—achievements, badges, Xbox Live—achievements, leaderboards challenges, rewards CheckPoints—virtual currency, rewards Buffalo Wild Wings—trivia, ShopKick—virtual currency, rewards, contests challenges Gowalla—badges, pins Microsoft—achievements, contests GetGlue—rewards American Airlines—progress bar LinkedIn—progress bar SalesForce—leaderboard, achievements, Other Non-game contexts: leveling Fitness: zombiesrungame.com Mint—achievements, progress bar Finance: readyforzero.com Hallmark—FB credits, virtual goods, gifting, Commerce: stickybits app sharing Fundraising: kickstarter Starbucks—leveling, rewards
- 8. Social & Casual Gaming in EU7* 31% of 175m Hrs/day, 16% of €16.5bn 100m players (18% social, 50% social & casual), 18m payers Mobile: 70m (+15% YOY) Demographics: 48% 21-35, 65% male FR BE Active Gamers 24m 4.2m Mobile 13m (55%) 1.9m (48%) Social network 11m (46%) 2.2m (63%) Fun facts - 16% of time spent on social g. - 47k paying female mobile - 940k multiplayer gamers gamers like sports reached by M6 - Casual 63%, console 60% Top Social Developers Telaxo, Kobojo, Ubisoft, IsCool E. EU=UK,DE,FR,ES,IT,NL,BE - Newzoo Trend Report: Casual Social Games - February 2012
- 9. Marketing with Social Gaming Online 75% gamers respond positively to in-game ads 25% of gamers click on in-game ads Virtual branded goods Offline using mobile Check-ins (foursquare) Entertainment check-ins (GetGlue, Miso, IntoNow)
- 10. Virtual branded goods $12bn World Virtual Goods market Key to Brand introduction Provide the player with a benefit (comp. Adv) Branded stadium in football game (more seats) Fit and enhance the experience Famous sheep character in a farm game Benefits: Increased monetization, people pay more for a branded goods Increased engagement, because users spend more time in a game with brands they recognise and feel attached to Enhanced marketing value: including brands in your marketing can increase customer acquisition by 30 to70 percent and provide access to significant new markets
- 11. Ways to Gamify Your FB Marketing Know Your Audience and Funnel Run a contest/challenge Scoring, Ranking, Progression levels Design Gamified Challenges Don’t build it yourself
- 12. Appendix • Steps of Gamification for your business
- 14. Step 2: User Profile • RESEARCH INSPIRES DESIGN – Who are your players? – What are their needs and goals? – Why are they Playing? – What’s holding them back from achieving their potential? – Is it lack of volition or lack of faculty? – What is their Primary Play Style? (Solo, Competitive, Cooperative) – Who are they Playing With? – What Social Actions do they find enjoyable – and why? – What Metrics do they care about? Dustin DiTommaso, @DU5TB1N
- 15. Step 2: User Profile • MOTIVATIONAL DRIVERS – ACHIEVEMENT of goals <–OR–> ENJOYMENT of experience – STRUCTURE and guidance <–OR–> FREEDOM to explore – CONTROL of others <–OR–> CONNECT with others – SELF-INTEREST in actions <–OR–> SOCIAL INTEREST in actions Dustin DiTommaso, @DU5TB1N
- 16. Step3: Goals and Objectives • THE HERO’S QUEST... – The Long Term Goal must be compelling & fairly difficult to achieve. Can be Mastery of New Skill, A New Habit, An Achievement, A Title or any other pinnacle of personal growth. • ONE STEP AT A TIME – What must players accomplish in order to reach the ultimate objective? How can you break the journey up into discrete and satisfying challenges that push your players and help them improve? • DESIRE TO INSPIRE – Figure out a way to make long-term and short-term goals as exciting and aspirational as possible. Go for the Glory. Dustin DiTommaso, @DU5TB1N
- 17. Step 4: Skills and Actions MAKING LISTS IS A SKILL Consider what abilities are necessary to succeed in the endeavor. Make a skills list, of ALL the things you can think of that are relevant to your game across the following categories: – PHYSICAL SKILLS (walking, running, typing, using a chef's knife) – MENTAL SKILLS (pattern recognition, memory, spatial logic, organization) – SOCIAL SKILLS (presentation, conversation, meeting new people) TRACK AND MEASURE • Choose skills that have long learning curves and can be developed over time. • Break longer mastery arcs into smaller nested skill-chains • Are the skills you are considering measurable? How might you make them measurable? (monitoring/technology dependent?) Dustin DiTommaso, @DU5TB1N
- 18. Step 5: Look through lenses of interest (VIVA LA RESISTANCE! ) • COMPETITION TYPES: Player v Player, Player v System, Self-Directed • TIME PRESSURE: Relaxed explorative play or brash tactics get things done play. • SCARCITY: Scarcity can add a level of challenge and strategic gameplay. • PUZZLES: Problems that promise the existence of a solution. • NOVELTY: Change presents a new set of challenges and patterns to • Master LEVELS: Telegraph progress, ability and access & Provide Roadmap of Progress • SOCIAL PRESSURE/PROOF: The herd must be right • TEAMWORK: Can also be resistance when we need to work with others • CURRENCY: Anything that can be exchanged for something of value will be sought • RENEWALS & POWER-UPS: ‘Unstick’ player & redirect from dead-ends. Dustin DiTommaso, @DU5TB1N
- 19. Step 6: Desired outcome FEEBACK, REWARDS & RESULTS Positives include both tangible and intangible rewards such as moving up a level Negative might be starting a challenge over. Outcomes can be contingent or scheduled. Players can trigger an outcome based on specific action they take or based on a time frame within the game. EPIC WIN! The Ultimate Objective (Epic Win!) may take weeks, months, years to achieve but along the way players need to see and feel incremental successes and failures. Dustin DiTommaso, @DU5TB1N
- 20. Step7: play-test & Polish PLATFORMS ARE NEVER DONE – What's working / What isn't? – What have you not considered? – Is the game personal enough for your players? – Do they feel that it's tailored to their own unique – personality and desires? – Are you tapping into Player Experience needs of Competence, Autonomy, & Relatedness? – What is going to keep it interesting in 10 weeks time? In 8 months time? – When player reach the Epic Win! it's time to go back to the drawing board. Dustin DiTommaso, @DU5TB1N
- 21. Step X: summary • EVOLUTION Games are motivation engines. • Opportunities are ripe to evolve “gamification” past shallow extrinsic motivational tactics and towards a more balanced “gameful design”. • Since video games are designed with the primary purpose of entertainment, shouldn’t they be able to make other non- game products more enjoyable as well? Goal is to go from functional to enjoyable and meaningful Dustin DiTommaso, @DU5TB1N
- 22. Social/Casual gaming • Metrics – Installed based: “monthly active users” or MAU – % paying users – Amount paid per user • Business model: – Freemium – Charging to play at the outset (New) – Gambling (New) • Betable (UK) allow real-money gambling on games • Marketing tactics – Advertising (In-app ads) • Honda CR-Z in Car Town – Gamification • Leaderboard style w/ points, rewards when sharing content • Unlock new content (e.g. Rihanna UNLOCKED) – Funding Charities
- 23. • Examples: – Awareness > Century21 virtual goods in MyCity – Image > custom-branded FB games w/ charitable twist – Engagement > USA Network’s Psych game of sharing content to get virtual/real gifts – Awareness > NYC Library mobile game: scan bar code + answer questions like a quest – Engagement/empowerment > Expedia Friendtrip needs you to like + 5 friends to get a free trip
- 24. Misc. • 5 Reasons Why Facebook Timeline Hurts Brands • Green Giant and Farmville: redeem branded voucher online when purchased goods offline • Gamification of call centers • BBC timeline: Wimbledon, Olympic streaming
Editor's Notes
- #4: Social benefits: Games help problem solving and creative thought http://www.forbes.com/sites/insertcoin/2012/03/22/the-social-benefits-of-video-games/Gartner: 1. Accelerated feedback cycles. In the real world, feedback loops are slow (e.g., annual performance appraisals) with long periods between milestones. Gamification increases the velocity of feedback loops to maintain engagement.2. Clear goals and rules of play. In the real world, where goals are fuzzy and rules selectively applied, gamification provides clear goals and well-defined rules of play to ensure players feel empowered to achieve goals.3. A compelling narrative. While real-world activities are rarely compelling, gamification builds a narrative that engages players to participate and achieve the goals of the activity.4. Tasks that are challenging but achievable. While there is no shortage of challenges in the real world, they tend to be large and long-term. Gamification provides many short-term, achievable goals to maintain engagement.
- #5: Gamification for your brand: http://www.slideshare.net/TriangleAMA/gamification-for-your-brand
- #6: Beyond gamification: - Slides: http://www.slideshare.net/DiTommaso/beyond-gamification-architecting-engagement-through-game-design-thinking - video: http://www.ixda.org/resources/dustin-ditommaso-beyond-gamification - Summary of successful steps: http://mashable.com/2011/12/24/gamification-for-business/
- #7: Yes, gamification is a sexy word. No, it isn’t right for every business.DiTommaso recommends that businesses looking to gamify their products or services ask themselves three critical questions before moving on:What is the reason for gamifying your product or service?How does it benefit the user?Will they enjoy it?If you can answer these questions with confidence, if gamification seems like a good fit for your business’ product or service and if the users enjoy it, then move on to exploring your business goals. DiTommaso recommends exploring the following three questions:What are your business goals?How do get the users to fulfill those business goals?What actions do you want users to take?If this exploratory phase yields positive feedback, your business is ready to move into user research.
- #8: 15 brand examples of gamification - http://blogs.imediaconnection.com/blog/2011/08/03/15-brand-examples-of-gamification/
- #9: + Mobile (regular+smartphone+t+iphone/iPod): http://www.slideshare.net/Newzoo/newzoo-trend-report-mobile-march-2012France : http://www.newzoo.com/ENG/1595-Infograph_FR.htmlBelgium: http://www.newzoo.com/ENG/1615-Infograph_BE.html
- #10: http://www.moxieinteractive.com/pulse/2012/01/26/why-social-gaming-can-benefit-beauty-brands/http://www.socialmediaexaminer.com/26-elements-of-a-gamification-marketing-strategy/US 62% Women, >40y, 1-4h/w, 18% paid to play
- #11: http://www.socialgamesobserver.com/the-evolution-of-virtual-branded-goods-in-social-games-and-the-benefit-to-brands-14816
- #12: Notes:Know Your Audience and Funneltrack user’s engagement at each step simple to complex (dashboard)Run a contest/challenge limited or not skill-based prizes are disincentive Add Game mechanics: Scoring & Ranking Based on gamer profiles targeted (Achievers, Explorers, Socializers, Killers) Points for Social Actions: small then relative and visible Multiplayer optionDesign Gamified Challenges social actions -> short-term rewards -> prize eventually Progression through levelsDon’t build it yourself (Bunchball, BigDoor Media, Badgeville and Gigya) Design is key. Not technology if you must, use existing FB games/apps Source:Gabe Zichermann is the chair of the upcoming Gamification Summit (March 19-21, San Francisco), where engagement industry leaders will gather to share knowledge and insight. Zichermann is also a public speaker, designer and author of the books Game-Based Marketing and Gamification by Design.http://mashable.com/2012/06/20/gamification-facebook-marketing/http://thenextweb.com/insider/2012/04/01/gamification-adding-stickiness-to-your-campaigns/
- #15: It isn’t enough to understand your business goals when considering gamification — you also need to understand your users and what motivates them. Research your users before you begin designing your gamified product, focusing on how they use your software, what they want and what motivates them.DiTommaso laid out a number of questions to help businesses achieve research-inspired design:Who are your users?What are their needs and goals? Why are they playing?What’s holding them back from achieving their potential? Is it lack of volition (belief that completing the task at hand is valuable) or lack of faculty (ability to complete the task)?What is their primary playing style (solo, competitive, cooperative)?Who are they playing with?What social actions do they find enjoyable, and why?What metrics do they care about?Game designers must also understand what motivates users to play their games. There are a number of motivational drivers, but DiTommaso recommends simplifying to four key factors. Decide if your users are motivated by:Achievement of goals or enjoyment of experienceStructure and guidance or freedom to exploreControl of others or connecting with othersSelf-interest in actions or social interest in actionsKnowing these details about users and their motivations will assist game designers in determining how the game should be laid out, how much autonomy to allow, what the users’ goals should be and so on. Let’s explore exactly what comes next in the designing process.
- #17: The user’s path to mastery should entail “a journey up, with a quick little dip for relaxation — where you have either a break or a new challenge to master, like crossing a log — and then one, final, arduous climb to the top,” says DiTommaso.Once you understand your business goals and your users, you can begin to design goals and objectives while thinking about long-term and short-term user goals.DiTommaso advises, “Figure out a way to make long-term and short-term goals as exciting and aspirational as possible.” Users want to be heroes — design their gaming experience so that they can achieve that.The long-term goal must be compelling and fairly difficult to achieve, says DiTommaso. This can be framed as the mastery of a new skill or habit, or the acquisition of an achievement or title. In the end, though, it is important that the long-term goal signify a “pinnacle of personal growth,” says DiTommaso.Once you figure out a long-term mission for users, break it up into small milestones that take users along a path to success. These “discrete and satisfying challenges” should motivate users to continue on and help them improve along the way.
- #18: Make a list of all of the abilities that are necessary to win your game. DiTommaso breaks these skills into three categories for easy brainstorming:Physical Skills: walking typing, using a chef’s knifeMental Skills: pattern recognition, memory, spatial logicSocial Skills: presentation, conversation, meeting new peopleDiTommaso advises that game designers choose skills that take time to master, can be developed over time and can be broken into smaller “skill-chains.”It is important to determine if and how the skills you are considering can be measured, so that you can track a user’s advancement. Determine whether there is existing technology that can help you monitor and track progress of certain essential skills.
- #23: Metrics – Deloitte report (01/12): http://www.deloitte.com/view/en_GX/global/industries/technology-media-telecommunications/tmt-predictions-2012/media-2012/951d068df67a4310VgnVCM1000001a56f00aRCRD.htmhttp://mashable.com/2011/11/21/brands-facebook-social-gaming/Real-money gambling only possible where online gambling is legal (not US): http://technology.inquirer.net/13660/startup-to-bring-real-money-bets-to-social-games
- #24: http://mashable.com/2011/05/03/social-gaming-marketing/
- #25: http://thenextweb.com/socialmedia/2011/07/08/5-brands-with-winning-gamification-strategies/Call center: http://thenextweb.com/la/2011/08/26/how-chilean-born-arcaris-is-bringing-gamification-to-call-centers/On Facebook: http://www.bulbstorm.com/blog/2012/gamification-wins-on-facebook/http://thenextweb.com/insider/2012/04/01/gamification-adding-stickiness-to-your-campaigns/