Emotional loyalty with Gamification and Game Psychology
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Gamification For Consumer Engagement & become a gamification designer in 90 mins [email protected] | @keizng slideshare.net/gametize @keizng
Transcript of Emotional loyalty with Gamification and Game Psychology
Gamification For Consumer Engagement & become a gamification designer in 90 mins
[email protected] | @keizng slideshare.net/gametize
@keizng
Co-founder and Hustle Ninja of Gametize • World’s Simplest Gamification Platform (Gametize.com)
Achievements and Badges • Reformed Compulsive Gamer • Trained in Software Engineering, Business (Finance) • Almost zero game design training (self taught) • International Speaker, Survived Angels Gate • Nominated Top Gamification Innovator/Influencer globally
about.me/keizng
@keizng
@keizng
Why engage your customers?
Engaging them to spend immediately
Engaging them to spend in future
Engaging them to engage others to spend
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promotional emotional
transactional
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What kind of loyalty do you want?
emotional
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Does loyalty today looks anything like this?
Are your consumers engaged enough by you?
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Maybe your consumers look like this
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Wow. This is what it should feel like
Let’s get Science to help us get to “Wow”
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@keizng
@keizng
Gf (Fluid Intelligence) You can be smarter by playing games too
Search for “Keynote Gabe Zichermann at TNW2012” or http://bit.ly/gabetnw
Search for “Andrea Kuszewski increase your intelligence” or http://bit.ly/andreakus
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@keizng
What motivates us?
What motivates us? Flow Theory, By Mihaly Csikszentmihalyi
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What motivates us? Flow Theory, By Mihaly Csikszentmihalyi
• One must be involved in an activity with a clear set of goals and progress. This adds direction and structure to the task.!
!• The task at hand must have clear and immediate feedback.
This helps the person negotiate any changing demands and allows them to adjust their performance to maintain the flow state.!
• One must have a good balance between the perceived challenges of the task at hand and their own perceived skills. One must have confidence in one's ability to complete the task at hand.!
Gf
In fact, it is the only industry that mastered user experience
What is the average age of a gamer?
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What exactly makes a game fun?
@keizng
Frustration" Sense of Achievement"
Challenge" Strategy" Problem Solving"
1. Hard fun"
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Interesting content"
Collecting Items"
Points and level-ups"
Amazement" Happiness"
2. Easy fun"
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Exploration" Escape from thoughts & feelings"
Excitement"
3. Altered States"
Surprises" Discovery"
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Competition" Teamwork" Social Bonding"
Personal Recognition"
Sense of Achievement"
4. The People Factor"
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Over 100 million gamers in China that can be engaged through gamification
*Source: Emre Tunchilek, December 9, 2012, “The Great Wall of Gamification: Rapid Emergence of a Viral Concept in China”
China will account for half of the world’s online and mobile game market by 2014
A world of its own: China
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Timeshare between mobile apps Games: 16%, Social Networking: 48%
*Source: http://www.avendus.com/Files/Fund%20Performance%20PDF/Avendus_Report-India's_Mobile_Internet-2013.pdf
App Downloads (free and paid) Games: 60-65%, Social Networking: 5-6%
India
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! points and badges
! advertgaming
! edugaming
! serious gaming
! social gaming
! Farmville
! Candy Crush
! NOT A GAME DAMMIT
gamification = @keizng
gamification = Use of game design and game psychology in non-game settings to engage the target audience and motivate for target behaviors. It is a process, but not an end point. Also a rapidly growing market, projected by Gartner at $2Bn
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gamification = A process to engage and motivate your consumers into behaviors that directly or indirectly increase sales. It does not need to be transactional.
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gamification
@keizng @keizng
= happification
action
motivation
feedback
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Gametize My Shop, Bitch
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bit.ly/loyaltygame
G-Market (Ebay of Korea), Qoo10.sg
Diablo 3 Launch in Singapore
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bit.ly/loyaltygame
Diablo 3 Launch in Singapore
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bit.ly/loyaltygame
BBVA Game
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bit.ly/loyaltygame
@keizng
American Airlines Rewards, achievement,
level-ups (elite status)
Nike Plus Achievement, level-ups, competition
Linked In Level-ups (progress bar)
Hilton Honor Points Share, Tweet for More Points
SoShiok: Gamified Food App
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bit.ly/loyaltygame
@keizng
bit.ly/loyaltygame
Gametize’s 5D Kickoff Framework
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Get your hands dirty!
Identify a problem you want to solve.
“Nobody is buying my hammers, because nobody trust them”
Get your hands dirty!
Determine your goal: What is the outcome you want to
achieve out of gamification?
“I want more people to trust my hammers and increase sales by 10 every month”
Get your hands dirty!
What are your target behaviours?
“I want the customers to review my hammers, whether good or bad”
Bartle’s Player Types @keizng
bit.ly/loyaltygame
Get your hands dirty!
Profile your target players: Make a list of characteristics of
your target group.
Clue: Create a persona and tell us a story Kylie is 21, wild, smart, loves watching CSI, hates losing…
G!
A!
M!
E!
T!
I!
S!
E!
Generous, Visible Rewards (clear path to incentives)"
Appealing, Fresh Content (create stickiness)"
Maintainability (easy, powerful dashboard to manage) !
Easy, Emotional Experience (make them love it, but hard to master too)"
Togetherness (create a community)"
Intrinsic motivations (understand non-reward benefits)"
Social behaviors (create conversations, sharing)"
Engagement (create love, loyalty, trust)"
KEY ELEMENTS!
KEY GOALS!
Gametize’s Basic Design Strategy
Methodology @keizng
Analytics"
Create"
Content"
Organize"1" 2"
3"4"
Backend
gamification is not magic. it is a strategy, which like many others, must be well-designed and planned. there are no rules to fun.
@keizng
otherwise it will backfire"
@keizng
Real Intrinsic motivators
Don’t overgive rewards
Make real fun, and keep them fresh
credits to @eliaveris"
Insites Consultin
g!
create emotions even better, stories
@keizng
! On a similar trajectory as social media ! More knowledge and resources will be available ! Courses offered in Coursera, NUS, Ngee Ann ! It is Loyalty on Steroids. Steroids can’t be small ! Certain research shows low dopamine = low rewards
appetite, high dopamine can makes us impulsive http://www.livescience.com/6645-brain-chemical-impulsive.html
Why Gamification Matters
@keizng
What motivates us?
Keith Ng
Intrinsic Motivation Network, by Gametize
Get your hands dirty!
Design your game and story
Upload a photo Refer a friend Answer a quiz Make a prediction
Scan a QR code Fill in the blank Enter a secret passcode Review a product
References"What is Gamification, Really?
By Michael Wuhttp://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447"
""
Why We Play Games: Four Keys to More Emotion Without Story
By Nicole Lazzaro http://xeodesign.com/xeodesign_whyweplaygames.pdf
"Smart Gamification:
Social Game Design for a Connected World "By Amy Jokim
http://www.slideshare.net/amyjokim/smart-gamification-social-game-design-for-a-connected-world http://xeodesign.com/xeodesign_whyweplaygames.pdf
"Meaningful Play:
Getting Gamification Right !By Sebastian Deterding
http://www.slideshare.net/dings/meaningful-play-getting-gamification-right"""
[email protected] | @keizng slideshare.net/gametize!
