Demystifying Gamification

Chandar Pattabhiram, VP of Worldwide Marketing, Badgeville

(chandar@badgeville.com)

Gartner: 70% of Global 2000 will have

at least one “gamified” application by 2014

WHAT IS GAMIFICATION? It’s buzzword central, but don’t get lost in the noise

It’s not games

It all starts with a single objective…

How do I get more people to do more stuff more often?

IT’S ABOUT MOTIVATING PEOPLE Helping your customers and employees feel…

Socially Valued

Successful Smart

Structured

Intrin

sic

Rewarded Extrinsic

Discovering new things &

proving knowledge

Winning &

besting competition

Earning elevated reputation,

status or prestige Finding purpose

& direction

Getting stuff

they want

ENHANCING WHAT YOU’VE GOT By layering more engaging experiences on top of your existing applications

That Reach Customers

And Employees

ENGAGEMENT MECHANICS Reward users, elevate their status, and give them context

Examples

Rewarding Users - Game Mechanics Deliver achievements and instant recognition

for key behaviors

Elevate their Status - Reputation

Mechanics Elevate user rank, status and expertise

Connect them - Social Mechanics Surface behaviors and achievements in

context

BADGEVILLE

Serving 250+ World-Class Brands Across 20+ Industries

Create more customer advocates & increase

retention

SOCIAL LOYALTY - SAMSUNG NATION Social loyalty program rewards customers who advocate for key products and contribute valuable content

REAL RESULTS With Badgeville, Samsung quadrupled number of customer advocates

4x More

Customer

Advocates

6x More buy

clicks

3x More

Reviews, comments

, & UGC

COMMUNITY - MARKETO

Engagement lowers support costs and bolstered reputations

36% MORE

IDEAS

71% DAILY

ACTIVITIES

Increase employee productivity & performance

LEARNING – KAPLAN UNIVERSITY

Reputation and peer recognition enhanced course quality

60% CHOSE

HARDER

COURSE

WORK

9% HIGHER

GRADES

155% TIME

SPENT IN

CLASS

COLLABORATION - EMC

Supercharged community engagement and retention

30% RETENTION

41% VIDEOS

WATCHED

BEHAVIOR DATA = BIG DATA It’s a closed loop system of engagement…

Track & Analyze Behaviors

• Badgeville’s Behavior Analytics

Design & Update Your Mechanics

• Game, Reputation, Social

Apply to User Experience

• Website, Social Media Channel, Mobile App

YOUR USER

Summary

Gamification on a Napkin: • Getting more people to do more stuff more often

• Customers, employees, partners

• Why do it:

• Increase your customer advocates who spend

up to 10x more

• Increase employee productivity and retention

• www.badgeville.com for more examples

THANK YOU! • chandar@badgeville.com

CRITICAL INVESTMENTS In customer and employee technologies

In SEM

In Online

Ad Spend $40B

$26B In Marketing

Software $25B In HR & Learning

Software $15B In software spend

last five years $1T In Social

Software In CRM

Software $12B $1B In Online

Communities $1.5B

DESPITE THESE INVESTMENTS

Cusomers don’t participate

in communities 72%

Customers inactive in

loyalty programs 55%

We face an engagement crisis with our customers & employees

Sources: Colloquy, Gartner, Kiss Metrics

Average adoption of

enterprise apps 50%

Employees not engaged 70%