Gamification to get the message across

Meeting @ Be-Connect.eu@ogillin – 07/2012

GamificationWhat is it?Is it right for your business?Examples

Social & Casual Gaming in EUMarketing tacticsWays to Gamify Your FB Marketing

Gamification

“Marketing tactics within gamification are the incentives that drive the audience to move towards your strategic goal, which can be to create awareness, make sales or identify new leads. The point is not to make a game but to incorporate game mechanics into a marketing effort.”

Gartner’s 4 drivers of engagement via gamificationAccelerated feedback cyclesClear goals and rules of play. (clear goals and well-defined rules of play to ensure players feel empowered to achieve goals.)A compelling narrative that engages to participate and achieve the goalsTasks that are challenging but achievable.

Gartner report, by 2015, more than 50% of organizations managing innovation will gamify their processes.

Gamification Theory

Human needs*Reward, status, Achievement, Self Expression, Competition, AltruismSelf-determination theory (SDT): Competence, Autonomy, Relatedness

Game Mechanics*Points, Levels, Challenges, Virtual Goods and spaces, Leaderboards, Gifts and Charity

Overall Goal: EngagementGamification is a Tool to teach, persuade, motivate people

See in Appendix summary of Dustin DiTommaso deck “Beyond Gamification”

Gamification right for business?

1. Consider Why You Want to Gamify2. Identify your users3. Frame goals and objectives4. Identify Necessary Skills and Actions5. Consider Various Lenses of Interest6. Outline Desired Outcomes7. Play and Polish (test)EVOLUTION:

Games are motivation enginesFunctional ->…-> Pleasurable -> Meaningful

Dustin DiTommaso (@DU5TB1N), 7 steps framework

Step 1: Why Gamify?

CRITICAL STAKEHOLDER QUESTIONS: What is the main reason for Gamifying your product / service? How does it benefit the user?Will they enjoy it?

BUSINESS QUESTIONS: What are the goals of the business?How do you get the users to fulfill those goalsWhat actions do you want your players to take?

Dustin DiTommaso, @DU5TB1N

Examples of Gamification tacticsFoursquare—badges, rewardsXbox Live—achievements, leaderboardsCheckPoints—virtual currency, rewardsShopKick—virtual currency, rewards, contestsGowalla—badges, pinsGetGlue—rewardsLinkedIn—progress barSalesForce—leaderboard, achievements, levelingMint—achievements, progress barHallmark—FB credits, virtual goods, gifting, sharingStarbucks—leveling, rewards

Nike—achievements, badges, challenges, rewardsBuffalo Wild Wings—trivia, challengesMicrosoft—achievements, contestsAmerican Airlines—progress bar

Other Non-game contexts:Fitness: zombiesrungame.comFinance: readyforzero.comCommerce: stickybits appFundraising: kickstarter

Social & Casual Gaming in EU7*

31% of 175m Hrs/day, 16% of €16.5bn100m players (18% social, 50% social & casual), 18m payersMobile: 70m (+15% YOY) Demographics: 48% 21-35, 65% male

EU=UK,DE,FR,ES,IT,NL,BE - Newzoo Trend Report: Casual Social Games - February 2012

FR BE

Active Gamers 24m 4.2m

Mobile 13m (55%) 1.9m (48%)

Social network 11m (46%) 2.2m (63%)

Fun facts - 16% of time spent on social g.- 940k multiplayer gamers reached by M6

- 47k paying female mobile gamers like sports- Casual 63%, console 60%

Top Social Developers Telaxo, Kobojo, Ubisoft, IsCool E.

Marketing with Social Gaming

Online75% gamers respond positively to in-game ads25% of gamers click on in-game adsVirtual branded goods

Offline using mobile Check-ins (foursquare)Entertainment check-ins (GetGlue, Miso, IntoNow)

Virtual branded goods

$12bn World Virtual Goods market

Key to Brand introductionProvide the player with a benefit (comp. Adv)

Branded stadium in football game (more seats)

Fit and enhance the experience Famous sheep character in a farm game

Benefits:Increased monetization, people pay more for a branded goods

Increased engagement, because users spend more time in a game with brands they recognise and feel attached to

Enhanced marketing value: including brands in your marketing can increase customer acquisition by 30 to70 percent and provide access to significant new markets

Ways to Gamify Your FB Marketing

Know Your Audience and Funnel

Run a contest/challenge

Scoring, Ranking, Progression levels

Design Gamified Challenges

Don’t build it yourself

Appendix

• Steps of Gamification for your business

Step 2: User Profile

• RESEARCH INSPIRES DESIGN – Who are your players?– What are their needs and goals?– Why are they Playing?– What’s holding them back from achieving their potential?– Is it lack of volition or lack of faculty?– What is their Primary Play Style? (Solo, Competitive,

Cooperative) – Who are they Playing With?– What Social Actions do they find enjoyable – and why?– What Metrics do they care about?

Dustin DiTommaso, @DU5TB1N

Step 2: User Profile

• MOTIVATIONAL DRIVERS – ACHIEVEMENT of goals <–OR–> ENJOYMENT of experience – STRUCTURE and guidance <–OR–> FREEDOM to explore – CONTROL of others <–OR–> CONNECT with others – SELF-INTEREST in actions <–OR–> SOCIAL INTEREST in

actions

Dustin DiTommaso, @DU5TB1N

Step3: Goals and Objectives

• THE HERO’S QUEST... – The Long Term Goal must be compelling & fairly difficult to achieve.

Can be Mastery of New Skill, A New Habit, An Achievement, A Title or any other pinnacle of personal growth.

• ONE STEP AT A TIME – What must players accomplish in order to reach the ultimate

objective?How can you break the journey up into discrete and satisfying challenges that push your players and help them improve?

• DESIRE TO INSPIRE – Figure out a way to make long-term and short-term goals as

exciting and aspirational as possible. Go for the Glory.

Dustin DiTommaso, @DU5TB1N

Step 4: Skills and ActionsMAKING LISTS IS A SKILL Consider what abilities are necessary to succeed in the endeavor.Make a skills list, of ALL the things you can think of that are relevant to your game across the following categories:

– PHYSICAL SKILLS (walking, running, typing, using a chef's knife) – MENTAL SKILLS (pattern recognition, memory, spatial logic, organization) – SOCIAL SKILLS (presentation, conversation, meeting new people)

TRACK AND MEASURE • Choose skills that have long learning curves and can be developed over time.• Break longer mastery arcs into smaller nested skill-chains• Are the skills you are considering measurable? How might you make them

measurable? (monitoring/technology dependent?)

Dustin DiTommaso, @DU5TB1N

Step 5: Look through lenses of interest(VIVA LA RESISTANCE! )

• COMPETITION TYPES: Player v Player, Player v System, Self-Directed• TIME PRESSURE: Relaxed explorative play or brash tactics get things done

play. • SCARCITY: Scarcity can add a level of challenge and strategic gameplay. • PUZZLES: Problems that promise the existence of a solution.• NOVELTY: Change presents a new set of challenges and patterns to • Master LEVELS: Telegraph progress, ability and access & Provide Roadmap

of Progress • SOCIAL PRESSURE/PROOF: The herd must be right• TEAMWORK: Can also be resistance when we need to work with others • CURRENCY: Anything that can be exchanged for something of value will be

sought• RENEWALS & POWER-UPS: ‘Unstick’ player & redirect from dead-ends.

Dustin DiTommaso, @DU5TB1N

Step 6: Desired outcome

FEEBACK, REWARDS & RESULTS Positives include both tangible and intangible rewards such as moving up a level

Negative might be starting a challenge over.

Outcomes can be contingent or scheduled. Players can trigger an outcome based on specific action they take or based on a time frame within the game.

EPIC WIN! The Ultimate Objective (Epic Win!) may take weeks, months, years to achieve but along the way players need to see and feel incremental successes and failures.

Dustin DiTommaso, @DU5TB1N

Step7: play-test & Polish

PLATFORMS ARE NEVER DONE – What's working / What isn't?– What have you not considered?– Is the game personal enough for your players?– Do they feel that it's tailored to their own unique– personality and desires?– Are you tapping into Player Experience needs of Competence,

Autonomy, & Relatedness? – What is going to keep it interesting in 10 weeks time? In 8

months time?– When player reach the Epic Win! it's time to go back to the

drawing board.

Dustin DiTommaso, @DU5TB1N

Step X: summary• EVOLUTION

Games are motivation engines. • Opportunities are ripe to evolve

“gamification” past shallow extrinsic motivational tactics and towards a more balanced “gameful design”.

• Since video games are designed with the primary purpose of entertainment, shouldn’t they be able to make other non-game products more enjoyable as well?

Dustin DiTommaso, @DU5TB1N

Goal is to go from functional to enjoyable and meaningful

Social/Casual gaming• Metrics

– Installed based: “monthly active users” or MAU– % paying users– Amount paid per user

• Business model:– Freemium – Charging to play at the outset (New)– Gambling (New)

• Betable (UK) allow real-money gambling on games

• Marketing tactics– Advertising (In-app ads)

• Honda CR-Z in Car Town

– Gamification• Leaderboard style w/ points, rewards when sharing content• Unlock new content (e.g. Rihanna UNLOCKED)

– Funding Charities

• Examples:– Awareness > Century21 virtual goods in MyCity– Image > custom-branded FB games w/ charitable

twist– Engagement > USA Network’s Psych game of

sharing content to get virtual/real gifts– Awareness > NYC Library mobile game: scan bar

code + answer questions like a quest– Engagement/empowerment > Expedia Friendtrip

needs you to like + 5 friends to get a free trip

Misc.

• 5 Reasons Why Facebook Timeline Hurts Brands

• Green Giant and Farmville: redeem branded voucher online when purchased goods offline

• Gamification of call centers• BBC timeline: Wimbledon, Olympic streaming