Gamification - The Internet Show 2012

GAMIFICATION

COLIN CARDWELL, CEO

TODAY

What is gamification?

Why now?

How is it done?

What are the business benefits?

Examples

Questions

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

WHAT IS GAMIFICATION?

GAMIFICATION IS…

Making non-game activities

more game-like

GAMIFICATION IS…

Making things more:

Fun and Playful

Rewarding and Engaging

Exciting and Challenging

Competitive and Collaborative

Social and Sharable

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

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

IN SMALL WAYS

IN BIG WAYS

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

WHY NOW?

3 REASONS

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

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

MEANWHILE…

…there has been revolution in the games

industry

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…

Kids!

And then this happened…

NOWEVERYBODY

ISPLAYING

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

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

AND OF COURSE…

…everyone has a smartphone these days

SMARTPHONES

You can get rid of the membership card

Real time interactions

Geo-targeted events

Real time rewards, feedback and

reporting

Open line of communication

With someone all the time

WHY MIGHT GAMIFICATION WORK?

First…

1. Businesses need new ways to drive loyalty and increase profits

2. Play is for everyone, not just for kids and young adult males

3. Nearly everyone has a smartphone

AND…

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

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?

HOW IS IT DONE?

THE SECRET GAME DESIGNERS TOOLBOX

THE TOOLS

Points

Leader boards

Virtual Currency

Virtual Items

Virtual Economies

Levels and Progression

Badges and Trophies

Social Media

Integration

Fun

Points

Feedback is important

Leader boards

How do we compare to others?

Virtual Currency

Making points worth something

Virtual Shops & Items

Adding value to the currency

YOUR VIRTUAL CURRENCY

Must be of value to the

players.

They have to want it.

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

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

Levels and Progression

The sense of purpose

Awards and Trophies

Goals and Objectives

Social Media Integration

Spreading the word

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

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?

WHAT ARE BUSINESS BENEFITS?

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.

BEHAVIOURAL DATA

Post SalesBehaviour

(data)

Pre-Sales Behaviour

(data)

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.

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

SOME EXAMPLES?

ABC READING EGGS

ABC READING EGGS

Targeting 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

RSPCA RESCUE SHELTER

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.

FOX FOOTY LIVE KICK

FOX FOOTY LIVE KICK

Players choose a team to play

for when the register

Fan teams play against each

other during a LIVE match

Players get a feed of kicks

based on the kicks from the

LIVE game

Players earn VC every time

their team scores

Players spend VC to take a

kick and more to re-takes

misses

Game ends 15 minutes after

the Live game ends

FOX FOOTY LIVE KICK

Footy$ are the virtual currency

Additional Footy$ can be

earned by completing brand

actions:

Visiting Fox Sports, NAB and

Foxtel sites

Watching live matches

Watching other shows on TV

Signing up to newsletters

Following on Facebook

We’ll be adding others through

the competition.

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!

QUESTIONS?

Thank you

THE CORRECT ANSWER IS…

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