GamificationNicholas Mikic

Gamification

By using the same game design methodologies as game designers, can we make brands more addictive?

More specifically - “Can we make the engagement with a brand addictive in the same way that games are addictive?”

The gaming revolution

Before the gaming 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 perhaps kids even?

Then this happened

Nowadays, your typical gamer is...

Average age: 3247% female

76% of gamers over 18

19% aged over 51

The average household

71% have 2 or more gamers

87% have 3 or more screens

98% with children have

games63% use a console for

games

47% use a mobile for

games

26% use a tablet for games

The gaming industry at a glance

3 billion hours per week spent playing games globally1 in 3 people online play social / casual games80% of app store revenue goes to mobile gamesTablet owners spend 67% of their time playing gamesGaming industry ($56B) is 2x bigger than the music industry ($26B)

Nike case study

How can Nike sell more running shoes, without: Reducing prices (reduces margins) Using promotions and sales (expensive and reduces margins) Offering tangible rewards (such as traditional loyalty programme – expensive

to operate and fulfill, and once again reduces margins)

Nike+

A small device (which runners pay for) is placed in their shoe and tracks every step they take

It syncs back to their iPhone/iPod and a central website

Nike+

The data allows runners to: Track their performance over time Map their runs and compare different runs Compete with themselves Find people of a similar ability and race with them Compete with friends over Facebook Set goals (and have goals set for you to improve) Progress through a series of levels based on activity and performance

All of which you might do in a game…

From a branding / market research perspectiveNike have a direct line of communication to 8 million customersThey have more behavioural data than ever beforeAnd they’re continuing to grow…

The science of fun

Four types of fun

Challenging fun• Objectives• Strategic• Obstacles• Rewards• Levels

Easy fun• Adventure• Discovery• Exploration• Mystery• Experience

People fun• Cooperation• Competition• Collaboration• Networking• Community

Creative fun• Self-expression• Personalisation• Individuality• Avatars• Choice

Reward structures

Points

Leader boards

Virtual currency

Levels & progression

Missions & quests

Badges & trophies

Social media integration

Constant near goal completion

Some more examples…

ABC Reading Eggs

Coles self-checkout

Implications for researchers and strategists

Market Research & Gamification

Understand

•Segmenting customers by gaming preferences

•Understanding the brand fit of different types of games

Enhance

•Using gaming elements to enhance the research process

•Implementing reward structures

Data mini

ng

•Collecting large scale behavioural data

•Collect data on hard to reach segments

Engagement

Data

Research / analysis

Strategic insights

Gaming

Using Gamification as Strategists

•Rewarding customer loyalty and engagement

•Direct marketing channel for promos and special offers

•Using consumer irrationality as a driver to playing games

•Understanding irrationality through Gamification

•Employing behaviour change strategies through gaming

•Raising awareness on social and economic issues

•Shifting brand perceptions and attitudes

•Understanding and attracting new customer segments

Brand positioning

Social implications

Customer rewards

Behavioural Economics

Questions?