G A M I F I C AT I O N

K E L LY K AY E Z U Z A N A K O L L A R OVA V I N E E T H S A M PAT H K U M A R KEVIN SHANAHAN

AGENDA
THE DEFINITION T H E H I S TO R Y THE TYPES THE REASON T H E S T R AT E G Y

THE DEFINITION

Gamication
is the application of game mechanics in non-game environments to create a more engaging experience
Inuence consumer behaviour Extrinsic rewards become intrinsic

THE DEFINITION

GROWING MARKET
70% of Global 2000 rms will use gamication in 2014 Market growth projection at $2.8 billion by 2016

T H E H I S TO R Y

1910

Kelloggs & Cracker Jacks

T H E H I S TO R Y

1959

Banana Time

T H E H I S TO R Y

1970

Richard Bartle/Text-Based Game

T H E H I S TO R Y

1980

Research by Scholars

T H E H I S TO R Y

90-00

Sony & Microsoft

T H E H I S TO R Y

2002

Serious Game Initiatives

T H E H I S TO R Y

2007

Bunchball/The Ofce

T H E H I S TO R Y

10-12

Corporate Gamication

T H E H I S TO R Y

NOW

T H E T Y P E S : G A M I F I C AT I O N

SOFT
- Use of games for research methods - Increase engagement & richness of response - Distorts responses - Participants are aware - For example, open question, community tasks, etc.

HARD
- Inserting research tasks into a game - Participants experience research as part of the game - Can lead to misunderstandings - Research companies rarely do this - For example, Foursquare: badges for data

CONTEXT
- Embraces the idea that games can distort research data - You can hack research context by changing players emotional or behaviour states (for example, raising users stress levels, etc.) - Objective: better data not more data

T H E T Y P E S : P L AY E R S

25% TECH
More about social aspect than technological elements

75% PSYCH
Users have goals & they can share & socialize in competition

T H E T Y P E S : P L AY E R S

KILLERS
Focused on winning at any cost Strive for competition

SOCIALIZERS
Those who play to socialize & develop networks

ACHIEVERS
Focus on completing goals

EXPLORERS
Enjoy discovering new things and exploring the concept

THE REASON
Many organizations utilize gamication to
Improve user engagement Engage new customers Provide incentives to employees Build loyalty

THE REASON
Four principle reasons of driving engagement using gamication:
A C C E L E R AT E D CLEAR A
GOALS FEEDBACK CYCLES

&

R U L E S O F P L AY

C O M P E L L I N G N A R R AT I V E

CHALLENGING

B U T AC H I E VA B L E TA S K S

T H E S T R AT E G Y

Determine the business objective to be accomplished

T H E S T R AT E G Y

Identify the audience

T H E S T R AT E G Y
Text

Develop the message & create a narrative

T H E S T R AT E G Y

Determine organizations creative resources

T H E S T R AT E G Y

Select a reward that users will be provided with

T H E S T R AT E G Y

Apply gamication across channels

T H E S T R AT E G Y

Evangelize the game

T H E S T R AT E G Y

Test the game & measure metrics

T H E S T R AT E G Y

Important Elements for Success

T H E S T R AT E G Y

ALL EYES ON THE S4

T H E S T R AT E G Y

MCDONALDS MONOPOLY

T H E S T R AT E G Y

MAGNUM PLEASURE HUNT

GAME OVER