Date post: | 28-Jan-2015 |
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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