130416 moa-gamification-in-marketing

MOA Gamification @rutgerteunissen

GAMIFICATION in practice


(serious) Games

Gamification PARTS WHOLE

Gamification is applying game thinking and game mechanics to non-game contexts


GAMIFICATION IS ENRICHMENT CHALLENGE ACTION FEEDBACK PROGRESSION


“NOT THE CARROT BUT THE HUNT”


“IT’S NOT ABOUT THE PRINCESS”


A STORY OF TEMPTATION, OPPORTUNITIES AND CHALLENGE


UNLIMITED ENGAGEMENT


I want that!


WELCOME GAMIFICATION


Gartner Report 2011

Top of the Hype Cycle

70% of organizations have > 1 gamified application by 2014


GAMIFICATION IS MORE THAN BADGES REWARDS WINNING

Easy?


Gartner Report 2011 2012

80% of implementations will fail by 2014 due to bad design


Copy-paste gamification does not lead to engagement


How to implement it?


NO EASY APPROACH


4 TIPS


1. Keep it simple


Selfdestructive


2. Beware of extrinsic motivation


3. Truly hit their motivation

What drives me?

Who am I?


ACTING

INTERACTING

WORLD PLAYERS

KILLERS ACHIEVERS

EXPLORERS SOCIALIZERS

Bartle model, 1996


ACTING

INTERACTING

WORLD PLAYERS

KILLERS ACHIEVERS



It all starts wrong /// We need love, not steroids


Epic meaning

Progression

Discovery

Collections

Lottery

Challenges

Random acts

Customization


4. Use the right Gamification SET

TOOLS ELEMENTS SYSTEM

POINTS

LEVELS

PROGRESS

RULES

WIN

STATUS

COLLABORATION

SURPRISE

LEADERBOARD

ACHIEVEMENTS

PROGRESS BAR

LOTTERY


CHALLENGE

LEV

EL

SKILL LEVEL


ACTING

INTERACTING

WORLD PLAYERS

KILLERS ACHIEVERS



Epic meaning

Progression

Badges

Leaderboard

Status

Challenges

Rewards

Instant feedback


MARIO SAYS…


Gamification is not a game Gamification is about enriching Not the carrot but the hunt There’s no easy trick…


Keep it simple Beware of extrinsic motivation Truly hit their motivation Use the right gamification SET


?

130416 moa-gamification-in-marketing

Business

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