Driving Engagement Through Play

Joe Cotellese

Monday, October 21, 13

Are You A Gamer?Monday, October 21, 13

What is Gamification?

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Gamification is the integration of game mechanics to non-game activities.

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Making Boring ProductsMonday, October 21, 13

FunMonday, October 21, 13

TK Large Image of People Playing Games

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DNA

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“The Lane Game”Monday, October 21, 13

“The Line Game”Monday, October 21, 13

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I’ve No Time For Foolish Games

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BattlesMonday, October 21, 13

The Numbers Don’t Lie• Members average 11

minutes per visit.

• We serve over 2.2 billion page views each month.

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Ok, I’m Convinced. How Do I do it?

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Obvious Example is Leaderboard

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Nitro for SalesforceMonday, October 21, 13

IMDB STARmeterMonday, October 21, 13

HubSpot’s TweetGraderMonday, October 21, 13

There’s more to it...

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Need to Understand Motivations

• Achievers

• Explorers

• Socializers

• Killers

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Achievers

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myYearbook SpotlightMonday, October 21, 13

Stack OverflowMonday, October 21, 13

Explorers

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SCVNGRMonday, October 21, 13

LinkedIn “Who’s Viewed Your Profile?”

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Socializers

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EndomondoMonday, October 21, 13

Killers

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Winners and LosersMonday, October 21, 13

Google Image LabelerMonday, October 21, 13

Player types are not a zero-sum game.

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What about 4Square?Monday, October 21, 13

• 2.1 Minutes per visit

• 1.5 Visits per Visitor

• Only 5% of US mobile owners actually use location based services on a regular basis

source: comScore December 2012 / Forrester Research

Engagement is Terrible

Monday, October 21, 13

WIIFM? or WTF am I doing this?

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Gamification enhances an experience, it isn’t

THE experience

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Mint Gets ItMonday, October 21, 13

Nike Gets ItMonday, October 21, 13

Parting Thoughts

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Gamification isn’t a fadMonday, October 21, 13

“[M]ore than 70 percent of Global 2000 organizations will

have at least one gamified application.”

Source: Gartner GroupMonday, October 21, 13

“Gamification allows consumers to have fun, get useful information & encourages them to share it

with their friends.”-Joe Rork, User Experience Engineer, Ford

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Game Over

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@JoeCotellesewww.linkedin.com/in/joecotellese

Monday, October 21, 13