the year ofgamification

gabe zichermann@gzicherm

Gamification.Co

about me

author “Game Based Marketing”“Gamification by Design”

editor gamification.coadvisor & mentor to startups

facilitator Founder Institute NYCspeaker, 25+ events/year

http://gsummit.com

Gamification is: the process of using game thinking and game mechanics to solve

problems and engage users

gamification is not just

GAMIFICATION IS THE NEW BLACK

WHY NOW?

WHAT NOW?

LOYALTY ENGAGEMENT

METRICS RULE

DESIGNING FOR MOTIVATION

DESIGN OVER TIME

LOYALTY V4.0

loyalty’s history

TangibleGoods1800s

VirtualCurrencies

1930s

VirtualRewards2010+

StatusSystems

1980s

0

40

80

120

160

200

1800 1850 1900 1950 2000 2050loyalty costs status & social power

costs and status value of loyalty

THOSE WHO ARE MOST LIKELY TO PAY, GET STUFF FOR FREE

STATUS

ACCESS

POWER

STUFF

The Game’s The Thing

POUR SOME GAMESUGAR ON ME

OUR LAST HOPE?

MOTIVATION

ENGAGEMENT

RECENCY

FREQUENCY

DURATION

VIRALITY

RATINGS

ENGAGEMENT

ESCORE

ESCORE DIMENSIONS

INDUSTRY RELATIVE

REBALANCED ANNUALLY

FLEXIBLE, EXTENSIBLE, TRACKABLE

MEASURED OVER TIME

COMPARABLE

BALANCING ENGAGEMENT

0

25

50

75

100

CAFE DATING E-COMMERCE

recency frequency duration virality ratings

1. BUY NOW

2. JOIN LOYALTY PROGRAM

3. RE-ENGAGE (LOYALTY MARKETING)

4. BUY NOW

OLD LOYALTY

!"#$%#&'()*"#"&(

+",-%.(/%..(0"(1,#"&(

2.%345(647)&'%'4*4&0(

8-9-:.4(25"'5499(;(64<%5=(

GAMIFIED LOYALTY

LIKE NOW!

BUY NOW!

E∕$

CONVERSION RATE

GAMES WERE ALWAYS SOCIAL

UNTIL 1977

AND THEY ARE AGAIN

killer achiever

socializer explorer

Bartle’s Player Motivations

flow

non-obvious desire

predictable

unforced

GAMES

DESIGNERS ALSO COMMIT OVER TIME

DON’T STOPINNOVATING

HOW WE CAN HELP

WORKSHOPS ACROSS THE US AND IN 6+ COUNTRIES

GSUMMITS FALL 2011

2 NEW BOOKS

GAMIFICATION U

CONSULTING

RESEARCH, WRITING

gabe zichermann@gzicherm

Gamification.Co