Gamification: A New Way of Marketing

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Gamification A New Way of Marketing

Broadly speaking, gamification aims to integrate Broadly speaking, gamification aims to integrate game dynamics to a website, online content or game dynamics to a website, online content or campaign (a typical non-gaming environment) in a campaign (a typical non-gaming environment) in a bid to drive participation, customer loyalty and bid to drive participation, customer loyalty and ultimately, awareness of your brandultimately, awareness of your brand

Personally, prefer using the term ‘Game Personally, prefer using the term ‘Game Dynamics’Dynamics’

What is Gamification?

Engage with your target audience

Build brand awareness & positioning

Stimulate interaction & community

Encourage action(sales)

Build brand loyalty

Change behaviours

Innovate

Why use gamification for your brand?

Why use gamification for your brand?

 Bunchball pulled together the above graphic in their Gamification 101 whitepaper

This simple table matches up game mechanics (points, levels, challenges,

etc.) with human desires for game play.  Each of the mechanics match a primary human desire, but most of the mechanics also impact other areas of human desire.

Foursquare

Vimto Site

Café Nero card

LinkedIn

Nike+

American Airlines App

Sainsbury’s Reward Card

Examples of Gamification

Sainsbury’s Nectar Card

The use of Game Dynamics within non-gaming environments is nothing new (as seen by reward

cards).The innovation comes from taking advantage of the

digital age to build customer loyalty and hence increase customer engagement with the brand

• Rewards customer loyalty

Foursquare

Examples of Foursquare Badges

Example of Foursquare/Pepsi Reward from SXSW 2011

Foursquare

Location based services such as Foursquare, Gowalla & Facebook Places have redefined game mechanics in non-gaming products. Users and brands alike

have taken notice and Foursquare stands out with 10 million users on a platform that was built around solid game mechanics.

Vimto

 Matmi created a new website for Vimto. Within the site users could interact with the Vimto characters in a variety of ways, such as mini-games, videos, images etc. The more they engaged with the site, the

more their ‘juice-ometer’ filled up. Users were rewarded with free downloads of music tracks.

‘Juice-ometer’

LinkedIn

LinkedIn

LinkedIn offers a small example of gamification by incentivising users towards 100% profile

completeness with a progress bar that is visible while on the edit profile page.

By providing a visual representation of your profile completeness LinkedIn hopes to trigger behaviour

that drives us towards completeness.

Nike Plus

Example of Nike Plus Goals & Challenges

Example of Nike Plus Progress bar & Leveling

Nike Plus

Nike has redefined running with Nike Plus. The ability to track, share, challenge and interact with like minded friends & runners across the world has

been wildly successful. By incorporating game mechanics throughout the

program Nike is able to create an engaging experience that transcends the real world activity.

American Airlines App

American Airlines App

A simple game mechanic is used by American Airlines to visually represent your current elite

status qualification is the ‘progression bar’.

Gamification can also help build loyalty inside your business

Gamification can also build loyalty within a business by encouraging employees to

stay connected, engage online or complete goals for

extrinsic rewards.RedCritter Tracker

Gamification can also help build loyalty inside your business

But approach with caution!It's really important that a system like this is set up in a way that no one is discouraged to

the point of giving up or experiences a reduction in job satisfaction.

What is NOT Gamification?

Particularly in the early days, as the term was gaining traction, it was a common misconception

that simply making a branded game was ‘gamification’. This is NOT what gamification is about. There are some similarities that could be drawn but the main difference is that branded games are about exposure and CTR where as

adding gamification to a product is more about increasing engagement and loyalty.

Key issues to consider when planning Gamification for your

brand

Clear objectivesHow your customers behave?

What motivates them?How do they prefer to be engaged?

Gamification is a long-term strategy, not a launch-and-forget-it one.

Your budget

Summary

Gamification is the wrapper. It works best when turning an already exciting, attractive

product into a richer, more participatory one.

© 2010 Matmi New Media Design Ltd

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New Media Agency of the Year Big Chip Awards 2011

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Big Chip Awards 2011

Best Commercial AppHow Do Awards 2011

Digital Agency of the yearDadi Awards 2011

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Best Integrated Campaign Digi awards 2011

Best Use of Games Nominee Cannes lions 2011

Official HonoureeWebby's 2011

Best Commercial AppHow Do Awards 2011

Grand PrixBig Chip 2011