Gamification for marketing
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The document discusses the application of gamification in marketing by utilizing gaming mechanics to enhance customer engagement and retention. Key strategies include understanding psychological motivations, providing challenges, and offering meaningful rewards to keep customers interested and motivated. The text emphasizes making experiences enjoyable and fun while ensuring clear progression and opportunities for discovery.
Gamification for marketing
- 1. Gamification for Marketing Applying gaming mechanics to drive engagement & retention January 23, 2013 Rita Nguyen @moodyrain www.moodyrain.com Using gaming mechanics to get people to play and keep them playing “mechanics” are the tools and hooks we use
- 2. Tens of millions of people pay money to play
- 3. Also, games are fun! It really just comes down to that
- 4. Just remember that “fun” is different for everyone So if it’s different for everyone, how do you make your game fun?
- 5. It really is just about psychological motivations
- 6. Status Challenge Compete Cooperate Reward Respect People have all kinds of psychological motivations when playing games, let’s focus on 3
- 7. Achieve Explore Surprise These are the ones I chose specific for marketing, let’s hit one at a time
- 8. Achieve Humans value something more if they have to work for it - don’t give it away for free Doesn’t have to be hard so be careful of too many barriers to entry
- 9. Challenges Create challenges for them to complete and goals to reach Example: Add a timer when you are washing dishes Example: Radio shows do song of the day
- 10. Puma Mexico had a timed shopping experience
- 11. Progression If you’re going to give them a goal - light the way to clear completion of task How to get to the next level, what you get, why do you want to keep going Example: Starbucks coffee card - buy 5, get one free. Super low tech. Gamification doesn’t have to be really tech heavy
- 12. Explore We are innately curious creatures, work with that
- 13. Cascading Information Theory Give them a little bit, tease them to want more Simple at first - unlock more as you progress Example: Emails with just hints, not the full article Example: YouTube trailers and pre-roll
- 14. Discovery Give them things to look for - hidden or not. Easter eggs are a huge driver in games. Ask them to look for something -- a joke, an image, a clue, trivia, anything -- to keep them engaged to the point at which they take some sort of meaningful action with your content.
- 15. Discovery Jay-Z launched memoir - Decoded by printing pages in the most unexpected places
- 16. Surprise Sega Master System easter egg Surprise & delight your customers, give them something they are not expecting Make them feel good - this is supposed to be fun!
- 17. Juicy Feedback Now, strong, amped-up feedback on minimum input is one reason for the enjoyability of casual games such as »Peggle«. Seeing lots of flashes, bolts, a rainbow, and listening to »Freude schöner Götterfunken« when finishing a »Peggle« level – it just feels good. It‘s what Make them feel good...like they’ve»juiciness« of a game. Andsomethingjuicy. (Source, Source) game designers call »juicy« feedback or the accomplished »Peggle« is very Example: Xbox achievement unlocked sound Example: Micro-win (produce of the day)
- 18. Rewards & Bonuses People love free stuff! Example: Host a webinar and whoever tweets the webinar's hashtag the most gets a free ticket to an event Example: My coke rewards
- 20. Key Takeaways Know your player and their motivations Make them work for it Light the way with clear progression Reward your player Make it fun!
- 21. Questions? Rita Nguyen @moodyrain www.moodyrain.com
- 22. Resources • www.gamification.org/wiki/Gamification_of_Marketing • www.gamification.co • gamify.com • gamification.org