Engaging Your Advertising With Gamification
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Transcript of Engaging Your Advertising With Gamification
ENGAGING YOUR ADVERTISINGTHROUGH GAMIFICATION
David Mullich
Electric Sheep Game Consulting
The Gamer
ESRB.ORG
These Are Gamers Too
So, Why Do We Play Games?
Because They’re FUN!
Duh!
Man The Player
In his 1938 book Homo Ludens, Dutch historian Johan Huizinga discusses the importance of play and society.
Huizinga suggests that play may be the primary formative element of human culture. Johan Huizinga
1872-1945
The Magic Circle
Inside the magic circle, real-world events have special meanings.
What About When The “Play” Is Gaming?
The Experience That Gamers Get Urgent Optimism: An immediate need to overcome
an obstacle in our path, with a decent amount of certainty and faith that we can accomplish the task
Social Fabric: Gaming can be a social activity, where gamers can meet new people and new bonds are formed
Blissful Productivity: Willing to work long and hard at something if they find good purpose and reason behind it
Epic Meaning: A grand purpose for going on the quest or adventure we have chosen
How Can We Tap Into This?
Gamification
The integration of game design techniques into non-game environments (e.g., work, advertising, education, etc.) to improve engagement, loyalty, and learning.
Coined in 2002 by Nick Pelling but didn’t gain popularity until 2010
New Word – Old Idea
Gamification Is Serious Business
Richard Bartle’s User Types
Gamification User Types?
You’ve got it all wrong!, says Richard Bartle
Marczewski’s Gamification User Types
© gamified.co.uk 2014Richard Bartle andAndrzej Marczewski
Players
© gamified.co.uk 2014
Motivated by Rewards. Will play your “game” for the purpose of gaining rewards.
Socializer
© gamified.co.uk 2014
Motivated by Relatedness. They want to interact with others and create social connections.
Philanthropist
© gamified.co.uk 2014
Motivated by Purpose. This group is altruistic, wanting to give back to other people and enrich the lives of others in some way.
Disruptors
© gamified.co.uk 2014
Motivated by Change. They come in two basic types: Improves and Destroyers.
Free Spirit
© gamified.co.uk 2014
Motivated by Autonomy. Some are looking to be creators, others are explorers.
Achiever
© gamified.co.uk 2014
Motivated by Mastery. They are looking to learn new things and improve themselves.
Game Rewards
Intrinsic RewardsNew ChallengesNew LevelsBetter WeaponsMore Story
Extrinsic RewardsEarning MoneyLosing WeightLearning Skills
Reward Schedules
Random Rewards
Fixed Rewards
Time Dependent Rewards
The Player’s Journey
Marczewski
Amy Jo Kim
A Gamification Exercise
Onboarding Activity Loop
Mastery Activity Loop
GAME Framework
Gather
WhatWhat are you gamifying?Describe the problem.
WhyWhy are you doing it?Describe the desired outcome.
WhoWho is the target audience?Describe who they are and why they might engage.
GatherRecord the reasons for what you are doing and who will be involved.
Phases of User Journey
Act, Measure and EnrichAct
Describe how you will gamify the user’s journey.
MeasureDescribe what your metrics are and
measures of success.
User TypesWhat user types are you expecting or
trying to encourage at each phase.
EnrolDescribe what the first phase of the user’s journey looks like. Describe what they first experience and what elements and mechanics will help them get started.
EnthuseNow that the user is on board, give them encouragement to keep going and using the system. This phase may see accelerated use.
EngageAfter the initial excitement has died down, what are you going to use to keep the user engaged? You have to reduce any reliance on points and badges at this phase.
Endear/EnrichWhat will your users stay for, and how long will you encourage the longevity of the system?
A Checklist for Gamification
I know WHAT I am going to gamify I know WHY I am going to gamify it I know HOW I am going to gamify it I have discussed this with potential users I have implemented a beta of the solution I have run user testing with a group The users have provided feedback I have made changed based on the feedback I have launched the solution I am collecting quantifiable feedback and success/failure
metrics
David Mullich
@David_Mullich
Electricsheep.biz
Thank you for playing!