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Foundamental Elements in the digital eco-system
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GAMIFICATION by Mirco Pasqualini http://www.linkedin.com/in/mircopasqualini
GAMIFICATION
Gamification Elements & Mechanisms
GAMIFICATION by Mirco Pasqualini http://www.linkedin.com/in/mircopasqualini
The process of Gamification in Digital Advertising & Community is undoubtedly a hot topic
explored by the interactive business.
In the Gamification ecosystem is build based on three basic pilars: Game Mechanism, Visual
Elements and Reward.
Overview
GAMIFICATION by Mirco Pasqualini http://www.linkedin.com/in/mircopasqualini
The first and fundamental step is to create and adopt a mechanism of play that defines the relationship be-
tween the users and content and offering a fun and positive experience with the brand. Some models:
The Discovery: The mechanics
of the discovery is fun because
everyone loves to explore. Be the
first to discover something can
be exciting knowing that there
are more reasons for a player to
continue browsing. Earn points
each time you discover something
or a badge for loyal users to visit
with more often your sites and/or
applications.
Survey: (UserCentric) Get advices,
opinions, suggestions and feed-
back and improve thanks to these
critical success factors for a brand,
but it ‘s also true that involving a
user in this process is rather diffi-
cult. The simplest way to motivate
engagement is to reward the user
for his/her participation.
Sharing and collaboration: Since
prehistoric time, man has always
clustered in tribes since relation-
ships with other individuals and
active participation in the groups
produces a high degree of sat-
isfaction the human nature. The
active participation of the user in
the collaboration process becomes
a strategic choice for every brand.
Game Mechanism01
GAMIFICATION by Mirco Pasqualini http://www.linkedin.com/in/mircopasqualini
The visual elements are part of the Gamification ecosystem. The audience aspect these specific of visual ele-
ments in any game mechanism world:
Notifications object: the object
provides instant feedback for user
actions thus involvement in-
creases dramatically. The Notifier
informs the user about the points
and badges earned, levels that
he/she has reached and all other
information important to the users.
The user chooses which informa-
tion to receive and how often to
receive it.
Progress Bar: The progress-bar is
a simple concept in the process of
determining the gamification. The
instant feedback provided by the
progress bar visually motivates the
user to complete activities despite
of the time that these require.
Leaderboard: The Leader-board al-
lows users to confront each other
and create competition. The Lead-
erboard normally includes a variety
of formats, comparing only friends,
users of any platform or users who
share a relationship with the player
(usually people in proximity to the
player)
Profile: The user profile is the
“home” user. View the details of
his identity, his badge and more
information relevant to show in his
stats.
Social: Sharing and invite friends
in the same game environment.
Avatar: An avatar is a visual repre-
sentation of the player. The avatar
can be a simply picture (like Face-
book) or a more structured. Giving
a face to a player is a key factor in
engaging with others.
Visual Elements02
GAMIFICATION by Mirco Pasqualini http://www.linkedin.com/in/mircopasqualini
The reward system is the last element to close the Gamification process circle.
The aspected form of rewards are:
Points: Points are a reward for
players who purchase through ac-
tions and are allocated according
to the player’s achievement.
Rewarding a player with more
points for specific actions is a
method to influence the actions of
the user. The definition of points is
one of the first things to do in the
project preparation.
Levels: The levels represent a
method for players to show their
status and seniority in a commu-
nity. The players are motivated to
hear what action they need in the
game to earn points necessary to
advance the level and unlock new
benefits.
Badges: Badges are the motivation
for unlocking and completing cer-
tain actions. The easiness or the
difficulty to earn badges are not
relevant but become an attraction
to share with friends.
Virtual goods: The virtual goods
prizes are virtual or “accessories”
for the avatar. These items add
depth to the project and motivate
people to socialize and express
themselves. The virtual prizes in
the process of gamifcation can be
added late.
Coupons: The Coupons are a sort
of special prize for the player’s
achievement and emphasize the
connection between the user and
the brand.
Rewards03
GAMIFICATION by Mirco Pasqualini http://www.linkedin.com/in/mircopasqualini
See Also
Interactive Advertising Platform
by Mirco Pasqualini http://www.linkedin.com/in/mircopasqualini
InterActIve AdvertIsIng PlAtforMby Mirco Pasqualini november 2010
Interactive Advertising PlatformWriten by Mirco Pasqualini