Date post: | 08-May-2015 |
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GAMIFICATION
GAMIFICATIONAre you ready to play?
COLIN CARDWELL, CEO
GAMIFICATION
WARNING!
SALES PITCH!
GAMIFICATION
GAMIFICATIONAre you ready to play?
COLIN CARDWELL, CEO
GAMIFICATION
TODAY
• What is gamification and how can it be used?
• Why now?
• How is it done?
• Some of the challenges
• What are the business benefits?
• Gamification examples
• Questions
GAMIFICATION
PLAY ALONG
Hidden in some of the slides in this
presentation is this image
might be more than one per slide
If you can tell me at the end exactly how many times
this image has been shown during the presentation
(including this one), you will win a prize
GAMIFICATION
WHAT IS GAMIFICATION?
GAMIFICATION
GAMIFICATION IS…
Making non-game activities
more game-like
GAMIFICATION
GAMIFICATION IS…
Making things more:
• Fun and Playful
• Rewarding and Engaging
• Exciting and Challenging
• Competitive and Collaborative
• Social and Sharable
GAMIFICATION
GAMIFICATION IS…
• Motivating people to do the things you want them
to do
• Using the methods that game designers use
• Tracking that activity
• So that we can feedback and continue to
motivate
GAMIFICATION
CONGRATULATIONS!
You’ve just won an award!
You have just won the Bronze Paying Attention Trophy for
paying attention during this presentation
Well Done You!Keep paying attention to win the Silver Trophy
GAMIFICATION
BROAD RANGE OF APPLICATIONS
• Education, to motivate learners
• Motivate and reward staff
• Change in behaviour at a society level
• Increase customer loyalty and therefore increase
sales and profits
GAMIFICATION
IN SMALL WAYS
GAMIFICATION
IN BIG WAYS
GAMIFICATION
WHY NOW?
GAMIFICATION
CHANGES IN CONSUMER BEHAVIOUR
• The economy has reduced
confidence
• Tending to save more and spend
less
• Tending to buy during ‘sales’
• Growth in buying online, offshore
• Growth in purchase through
‘Daily Deal’ sites and services
• More propensity to shop around
GAMIFICATION
Ad News, April 2011
GAMIFICATION
THE BUSINESS RESPONSE
• More sales to tempt the consumer
• Reliance on ‘Daily Deal’ and other promotions
Which has:
• Increased customer acquisition costs
• Increased customer retention costs
• Reduced profit margins
GAMIFICATION
MEANWHILE…
…there has been revolution in the games
industry
GAMIFICATION
Before the revolution we knew where we stood…
Gamers were young adult males who were anti-social, ate Pizza, drank Coke by the BIG bottle and had no life. Or maybe…
GAMIFICATION
Kids!
And then this happened…
GAMIFICATION
GAMIFICATION
NOWEVERYBODY
ISPLAYING
GAMIFICATION
WHY DOES EVERYONE PLAY?
• Play is part of our make up as human beings
• People were playing long before computers were
invented
• Computer games have been around so long that most
have grown up with them
We don't stop playing because we grow old; we grow old
because we stop playing.
George Bernard Shaw
GAMIFICATION
SOME NUMBERS
• Over 300 new games are uploaded to iTunes
every day
• Around half of all apps downloaded are games
• 20 million Facebook Apps are installed by users
every day, more than half of those are games
• More than half of Facebook active users play
Facebook games at least once per week
• There are over 250 million people playing Zynga
games each month
GAMIFICATION
WHY MIGHT GAMIFICATION WORK?
• Play is for everyone, not just for kids and young
adult males
• In most situations, fun is better than not fun
• The value in a reward can be much greater than
the value of the reward itself
• People are social and what their friends/family
think matters to them
• Often enough, the difference between choosing
one action/product over another can be tiny
GAMIFICATION
GAMIFICATION
THE PEOPLE ARE ASKING
When it comes to all the boring things in the world
(and for many, buying things is one of them), the
people are asking…
Why can’t this be
fun?
GAMIFICATION
HOW IS IT DONE?
GAMIFICATION
THE SECRET GAME DESIGNERS TOOLBOX
GAMIFICATION
THE TOOLS
• Points• Leader boards• Virtual Currency• Virtual Items• Virtual Economies
• Levels and Progression
• Badges and Trophies• Social Media
Integration• Fun
GAMIFICATION
Points
Feedback is important
GAMIFICATION
Leader boards
How do we compare to others?
GAMIFICATION
Virtual Currency
Making points worth something
GAMIFICATION
Virtual Shops & Items
Adding value to the currency
GAMIFICATION
YOUR VIRTUAL CURRENCY
Must be of value to the
players.
They have to want it.
GAMIFICATION
PAYING FOR ACTIONS WITH A VC
Typical Actions
Sign up to a newsletter
Visit a website
Watch a video
Take a survey
Tell a friend about a product
Tweet/post to Facebook about a product
Visit a Store
Sample the product (test drive)
Purchase a product
Purchase lots of products
PAY THEM
V$20
V$50
V$100
V$250
V$500
V$750
V$1000
V$5000
V$20000
V$ No Limit
GAMIFICATION
FLEXIBILITY OF A VC
Typical Actions
Sign up to a newsletter
Visit a website
Watch a video
Take a survey
Tell a friend about a product
Tweet/post to Facebook about a product
Visit a Store
Sample the product (test drive)
Purchase a product
Purchase lots of products
PAY THEM
V$100
V$50
V$100
V$250
V$500
V$750
V$1000
V$5000
V$20000
V$ No Limit
GAMIFICATION
Levels and Progression
The sense of purpose
GAMIFICATION
Awards and Trophies
Goals and Objectives
GAMIFICATION
Social Media Integration
Spreading the word
GAMIFICATION
FUN
CHALLENGING FUNObjectives, Rewards,
Accomplishment, Frustration, Addiction, Focus
Goals, Strategy, Obstacles, Levels
EASY FUNSurprise, Adventure, Discovery, Mystery,
Imagination, CuriosityContent, Experiences, Exploration
PEOPLE FUNGenerosity, Co-operation, Niche
Interests, NetworkingCollaboration, Competition,
Community
CREATIVE FUNCreativity, Expression,
Individuality, PersonalisationAvatars, Customisation, Choice
4 TYPES OF FUN
GAMIFICATION
GAMIFICATION
CONGRATULATIONS AGAIN!
You’ve just won a better award!
You have won the Silver Paying Attention Trophy for
continuing to pay attention during this presentation
Well Done You!Who wants to win the GOLD trophy?
GAMIFICATION
WHAT ARE THE CHALLENGES?
GAMIFICATION
SOME OF THE CHALLENGES
• Game design and build is more art than science.
And so Gamification programmes need to be
crafted.
• Game Developers Vs Consultants – who can
actually do this for you?
• Tendency to start too big or just struggle with
where to start
• It takes a bit of a leap of faith
GAMIFICATION
WHAT ARE BUSINESS BENEFITS?
GAMIFICATION
THE BENEFITS
• More engagement in brand
• Better feelings towards the brand
• Increased loyalty
• Lower propensity to shop around
But what is the biggest business benefit of a
traditional loyalty programme?
• Data. Behavioural data.
GAMIFICATION
BEHAVIOURAL DATA
Post SalesBehaviour
(data)
Pre-Sales Behaviour
(data)
GAMIFICATION
IMAGINE…
being able to track all of the
behaviours and activities that lead
to a sale
Do I get points for trying this
on?
Yes you do, because then we’ll start
to understand how many times
people try on before they buy.
GAMIFICATION
AND FINALLY…
• It is far less expensive to implement
than a traditional loyalty programme
• And far less expensive to run (no
toasters)
And that opens it up to organisations that
couldn’t previously consider a traditional
loyalty programme, like:
• TV Shows and Channels
• Charities
• Low margin businesses
GAMIFICATION
SOME EXAMPLES?
GAMIFICATION
ABC READING EGGS
GAMIFICATION
ABC READING EGGS
• Targetting 3-6 year olds
• Over 2000 reading based
activities which progressively
unlock
• Kids earn Golden Eggs every
time they complete one. Other
rewards too.
• Kids spend them on their house,
their avatar and to play games
(over 30 games to choose from)
• Progress reports for teachers
and parents
GAMIFICATION
RSPCA RESCUE SHELTER
GAMIFICATION
RSPCA RESCUE SHELTER
• Rich Social game on Facebook
• Players build and grow their own
Rescue Shelter
• Equip it and customise it from a
range of virtual shops
• Employ staff, build buildings and
landscape
• Top up their currency by making
real donations
• Vouchers are used to drive other
actions.
GAMIFICATION
CONGRATULATIONS!
You’ve just won the biggest award!
You have won the Gold Paying Attention Trophy for
continuing to pay attention during this presentation
BIG Well Done You!
GAMIFICATION
QUESTIONS?
Thank you
GAMIFICATION
THE CORRECT ANSWER IS…
20