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Talking about gamification has gotten me into a whole lot of “heated discussions” over the past couple of years. Sometimes it’s with the sort of ahead-of-the-curve professionals who talk at length about the intricate game-play of Call of Duty versus the simple pleasures of Angry Birds; sometimes it’s with more sceptical types who balk at buzzwords and think digital culture is an oxymoron; sometimes it’s with both at the same time.
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Not just digital Not new Not building games
Challenge
Challenge Competition
Challenge Competition Winning
Challenge Competition Winning Completion
Reward enhances these emotions
Engagement not subject dependent
Drive motivation Long and short term Must be relevant
Our time is precious We want
to progress Simple indicators
Know the customer Encourages repeat users Build community
Community Problem solving Team work
Drive HCP networks Status based rewards Transparency
Shiny prizes aren’t always best
Sustained rewards and engagement
Ease of use Rewarding Tough, but achievable Online = offline experience It makes running more engaging
Physical well-being Adherence Community support Team achievements
Sympathetic Personal stories Personality match Intimacy Loyal users
Make the serious trivial? No.
Become game developers. No.
Learn from principles? Yes.
Understand your customer, what makes them tick
Look at offline behaviour to develop an online experience
You know we want to achieve, but what does the visitor want
Let’s be challenging, not daunting Capture unique metrics
Contrived Lack engagement Distract from content
Understand what constitutes a ‘win’ Understand the user’s motivation Design for the emotional user Scalable, meaningful rewards Don’t re-invent the wheel Every interaction interesting
How does this fit with my brand objectives? Is it appropriate for my content? Will it compromise my content? How can I measure success?