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Playful engagement Mark Sage @sagema

Playful engagement

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Page 1: Playful engagement

Playful engagement

Mark Sage

@sagema

Page 2: Playful engagement

Life is a game. Money is how we keep score.

(Ted Turner)

Page 3: Playful engagement

Loyalty is a game. Points are how we keep score

Page 4: Playful engagement

…the game just got a little more complicated

Page 5: Playful engagement

What’s changed?

• Why are consumers acting differently and why is this becoming much more significant?

SOCIAL NETWORKS

SINGLE IDENTITY

WHEREVER, WHENEVER

With over 700m people on Facebook and growth rates

of 100m in the last 6 months, almost everybody is interconnected – the social

layer is built

Increasingly brands and services are using social networks like twitter and

Facebook to control identity management

(login) and communication

As smartphone/tablet adoption continues it’s

massive growth, customers are interacting before, during

and after a purchase – in real-time.

This is creating a wealth of interactions for any brand that wants to listen

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Increasingly interactions are becoming more important than the transaction

Awareness

Research

Pre-purchase

Purchase

Post-purchase

Interactions

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Gaming has learnt to introduce and manage complexity whilst keeping people engaged

Skill Level

Cha

lleng

e L

evel

High

High

Low

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“A game is a system in which players engage in an artificial conflict, defined by rules, that result in a

quantifiable outcome”• Rules of Play: Game Design Fundamentals (Salen & Zimmerman) 2004

What is a game?

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Game design principles can be used to improve & enhance everyday interactions

GAME STRUCTURE

GAME ENGAGEMENT

GAMERECOGNITION

Using the basic structure of game design to add additional depth and engagement to the

interaction

Understanding what keeps people playing and engaged across all levels

of ability

Leaning from game reward, recognition and motivation mechanics to improve the

overall interaction

This is Gamification

Page 10: Playful engagement

Gamification is not about creating standalone games

Played almost 8,000 times and broken all previous participation records for a study of this nature…

…however this is not Gamification, it’s a game.

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Gamification is about adding gaming design mechanics to every day activities

Creates the rules

The system

Quantifiable outcome

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GAME STRUCTURE

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Defined as:-• The chain of actions you do over and over again

The game loop

Buy Plot

Buy & Place Item

Wait for Income

Collect Income

http://www.slideshare.net/wooga/killer-game-loops-in-social-games

Page 14: Playful engagement

[Loyalty is] an integrated system of marketing actions that aims to make

member customers more loyal(Share and Sharp 1997)

Loyalty has similar characteristics

Page 15: Playful engagement

The loyalty game loop

15

Purchase Item

Earn Points

Collect Points

Redeem Points

Listen & Learn

Join

Share of Spend Tenure Advocacy

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The loyalty game loop needs to incorporate more than the basic transaction

16

Purchase Item

Earn Points

Collect Points

Redeem Points

Listen & Learn

Join

Share of Spend Tenure Advocacy

Check-in

Price Comparison

Product Review

Tweet Mention

Web LoginUse of an Offer

Social Share

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1. Consistency - Add a new layer on the existing game loop, not create a new one

2. Discovery - Novice players should not need to care about it until they figure it out on their own

3. Depth - Strategic thinking with variable solutions and outcomes is best

4. Achievement - Players should be able to stumble on it and feel smart for achieving it

5. Extensibility - After doing it once and gaining rewards, players are able to repeat to get a better solution

The game loop – Smart Depth

Buy Plot

Buy & Place Item

Wait for Income

Collect Income

Adding additional

layers

http://www.slideshare.net/wooga/killer-game-loops-in-social-games

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GAME ENGAGEMENT

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Keeping users engaged - Game flow

“The state in which people are so involved

in an activity that nothing else seems to

matter; the experience itself is so

enjoyable that people will do it even at

great cost, for the sheer sake of doing it”

Skill Level

Cha

lleng

e L

evel

High

High

Low

Low

Flow Channel

Anxiety

Boredom

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Rules of flow

1. Direction - Activity with a clear set of goals which adds direction and structure to the task

2. Achievable - Good balance between the perceived challenges of the task at hand and his or her own perceived skills.

3. Feedback - Clear and immediate feedback helps the person negotiate any changing demands / adjust to maintain the flow state

Ultimate goal is to keep every player involved and engaged, whatever their

ability Skill Level

Cha

lleng

e L

evel

High

High

Low

Low

Anxiety

Boredom

Newbie

Casual Gamer

HardcoreGamer

Flow Channel

Page 21: Playful engagement

Loyalty flow

• Loyalty programmes also need to be designed around flow

• Challenge level can be directly attributed to ongoing engagement

• Tiers can be used to create levels that people chase to attain – increasing the challenge in line with ability

• Have to be careful tiering doesn’t “top out” – schemes see drop in activity once top tier reached

• Need to consider feedback and how this can play a pivotal role in engagement/flow

Skill/Ability Level

Cha

lleng

e L

evel

High

High

Low

Low

Anxiety

BoredomBronze

Silver

GoldCustomers top out

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• Tiers in loyalty are very similar to levels used within social gaming

• Gaming levels do present additional opportunities however:-

• Early days engagement – Users are pushed through lower levels quickly to help “lock in” the behaviour

• Social Currency – Levels are published to friends to create an element of competition and achievement

• Incremental Achievement – More levels provide granular behaviour recognition and prevent “topping out” so quickly

• Signposting – Different activities can help you “level up” more quickly

Loyalty flow - Tiers vs levels

Page 23: Playful engagement

“Meaningful play occurs when the relationships between actions and outcomes in a game are both

discernable and integrated into the larger context of the game”

Rules of Play: Game Design Fundamentals (Salen & Zimmerman) 2004

Engagement through meaningful play

Page 24: Playful engagement

• Discernable–Allow players to understand that an action has a reaction

– “If I shoot the asteroid it blows up”– “If I swipe my card, recommend a friend or take up an offer this is recognised

–The closer recognition is to action the better the game play

• Integrated–Recognition is not only immediate, but also plays larger part of overall

game– “Shooting lots of asteroids gains points which go toward higher level – higher

tiers provide bigger guns”

–Within a loyalty programme, my actions combine progress towards a tier and/or reward

– High tiers provide faster earning / increased reward selection

Creating meaningful play

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Every action has a reaction

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Every action has a reaction

Making credit card transactions interactive

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“People exert more effort towards reaching a goal

the closer they come to the goal”

(Hull 1932)

Farming engagement

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Progression Dynamic

AppointmentDynamic

Goal Directed

Daily Mail rewards example

Page 29: Playful engagement

GAME RECOGNITION

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If we are to recognise every “check-in”, product review, “like” or social interaction, we need a different way to

reward people

Page 31: Playful engagement

Social Currency

Things that help me belong

Things that make me feel special

Recognising all interactions requires the unlocking of “social currency”

Social Currency

Page 32: Playful engagement

Do you remember?

How many coins did you put in this

Simply to get onto this?

Example of early social

currency

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Leader boards democratise social currency

Game play compared to other friends

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[re·ward] – noun A thing given in recognition of service, effort, or achievement

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Foursquare relies on social currency to create rewards from recognition

Share with friends

Get recognised for taking part

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Loyalty Rewards used to be about “me”

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Now it’s what they say “about me”

Cost

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80m people a week can’t be wrong…

Social gaming has come of age utilising:-• Appointment dynamics to

encourage return• Social currency through

levels• Dual currencies to both

reward and recognise

Page 39: Playful engagement

Balancing recognition and rewardDual Currency Example - Delta

Both currencies can be used to achieve status and benefits

MQM reward currency earned

from flights & partners

MQS benefits currency earned from flights only

Only the miles currency can be used for rewards

Page 40: Playful engagement

Loyalty programmes are games

GAME STRUCTURE

GAME ENGAGEMENT

GAMERECOGNITION

Using the basic structure of game design to add additional depth and engagement to the

interaction

Understanding what keeps people playing and engaged across all levels

of ability

Leaning from game reward, recognition and motivation mechanics to improve the

overall interaction

Now we need to make the game play better