4. TODAY
• What is gamification and how can it be used?
• Why now?
• How is it done?
• Some of the challenges
• What are the business benefits?
• Gamification examples
• Questions
GAMIFICATION
5. PLAY ALONG
Hidden in some of the slides in this presentation
is this image
might be more than one per slide
If you can tell me at the end exactly how many times this
image has been shown during the presentation (including this
one), you will win a prize
GAMIFICATION
7. GAMIFICATION IS…
Making non-game activities
more game-like
GAMIFICATION
8. GAMIFICATION IS…
Making things more:
• Fun and Playful
• Rewarding and Engaging
• Exciting and Challenging
• Competitive and Collaborative
• Social and Sharable
GAMIFICATION
9. GAMIFICATION IS…
• Motivating people to do the things you want them to do
• Using the methods that game designers use
• Tracking that activity
• So that we can feedback and continue to motivate
GAMIFICATION
10. CONGRATULATIONS!
You’ve just won an award!
You have just won the Bronze Paying Attention Trophy for
paying attention during this presentation
Well Done You!
Keep paying attention to win the Silver Trophy
GAMIFICATION
11. BROAD RANGE OF APPLICATIONS
• Education, to motivate learners
• Motivate and reward staff
• Change in behaviour at a society level
• Increase customer loyalty and therefore increase sales
and profits
GAMIFICATION
15. CHANGES IN CONSUMER BEHAVIOUR
• The economy has reduced
confidence
• Tending to save more and spend
less
• Tending to buy during ‘sales’
• Growth in buying online, offshore
• Growth in purchase through ‘Daily
Deal’ sites and services
• More propensity to shop around
GAMIFICATION
17. THE BUSINESS RESPONSE
• More sales to tempt the consumer
• Reliance on ‘Daily Deal’ and other promotions
Which has:
• Increased customer acquisition costs
• Increased customer retention costs
• Reduced profit margins
GAMIFICATION
19. Before the revolution we knew where we stood…
Gamers were young adult males who were anti-social, ate
Pizza, drank Coke by the BIG bottle and had no life. Or maybe…
GAMIFICATION
23. WHY DOES EVERYONE PLAY?
• Play is part of our make up as human beings
• People were playing long before computers were invented
• Computer games have been around so long that most have
grown up with them
We don't stop playing because we grow old; we grow old
because we stop playing.
George Bernard Shaw
GAMIFICATION
24. SOME NUMBERS
• Over 300 new games are uploaded to iTunes every day
• Around half of all apps downloaded are games
• 20 million Facebook Apps are installed by users every
day, more than half of those are games
• More than half of Facebook active users play Facebook
games at least once per week
• There are over 250 million people playing Zynga games
each month
GAMIFICATION
25. WHY MIGHT GAMIFICATION WORK?
• Play is for everyone, not just for kids and young adult
males
• In most situations, fun is better than not fun
• The value in a reward can be much greater than the
value of the reward itself
• People are social and what their friends/family think
matters to them
• Often enough, the difference between choosing one
action/product over another can be tiny
GAMIFICATION
27. THE PEOPLE ARE ASKING
When it comes to all the boring things in the world (and for
many, buying things is one of them), the people are
asking…
Why can’t this be fun?
GAMIFICATION
34. Virtual Shops & Items
Adding value to the currency
GAMIFICATION
35. YOUR VIRTUAL CURRENCY
Must be of value to the players.
They have to want it.
GAMIFICATION
36. PAYING FOR ACTIONS WITH A VC
Typical Actions PAY THEM
Sign up to a newsletter V$20
Visit a website V$50
Watch a video V$100
Take a survey V$250
Tell a friend about a product V$500
Tweet/post to Facebook about a product V$750
Visit a Store V$1000
Sample the product (test drive) V$5000
Purchase a product V$20000
Purchase lots of products V$ No Limit
GAMIFICATION
37. FLEXIBILITY OF A VC
Typical Actions PAY THEM
Sign up to a newsletter V$100
Visit a website V$50
Watch a video V$100
Take a survey V$250
Tell a friend about a product V$500
Tweet/post to Facebook about a product V$750
Visit a Store V$1000
Sample the product (test drive) V$5000
Purchase a product V$20000
Purchase lots of products V$ No Limit
GAMIFICATION
43. CONGRATULATIONS AGAIN!
You’ve just won a better award!
You have won the Silver Paying Attention Trophy for
continuing to pay attention during this presentation
Well Done You!
Who wants to win the GOLD trophy?
GAMIFICATION
45. SOME OF THE CHALLENGES
• Game design and build is more art than science. And so
Gamification programmes need to be crafted.
• Game Developers Vs Consultants – who can actually do
this for you?
• Tendency to start too big or just struggle with where to
start
• It takes a bit of a leap of faith
GAMIFICATION
47. THE BENEFITS
• More engagement in brand
• Better feelings towards the brand
• Increased loyalty
• Lower propensity to shop around
But what is the biggest business benefit of a traditional
loyalty programme?
• Data. Behavioural data.
GAMIFICATION
48. BEHAVIOURAL DATA
Pre-Sales
Behaviour Post Sales
Behaviour
(data)
(data)
GAMIFICATION
49. IMAGINE…
being able to track all of the
behaviours and activities that lead to
a sale
Do I get points for trying this on?
Yes you do, because then we’ll start
to understand how many times
people try on before they buy.
GAMIFICATION
50. AND FINALLY…
• It is far less expensive to implement than a
traditional loyalty programme
• And far less expensive to run (no toasters)
And that opens it up to organisations that
couldn’t previously consider a traditional
loyalty programme, like:
• TV Shows and Channels
• Charities
• Low margin businesses
GAMIFICATION
53. ABC READING EGGS
• Targetting 3-6 year olds
• Over 2000 reading based
activities which progressively
unlock
• Kids earn Golden Eggs every time
they complete one. Other rewards
too.
• Kids spend them on their house,
their avatar and to play games
(over 30 games to choose from)
• Progress reports for teachers and
parents
GAMIFICATION
55. RSPCA RESCUE SHELTER
• Rich Social game on Facebook
• Players build and grow their own
Rescue Shelter
• Equip it and customise it from a
range of virtual shops
• Employ staff, build buildings and
landscape
• Top up their currency by making
real donations
• Vouchers are used to drive other
actions.
GAMIFICATION
56. CONGRATULATIONS!
You’ve just won the biggest award!
You have won the Gold Paying Attention Trophy for
continuing to pay attention during this presentation
BIG Well Done You!
GAMIFICATION