Gamification Discussion

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Gamification Discussion at the Triangle AMA Digital Marketing Camp.

Transcript of Gamification Discussion

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Gamification For Your Brand

The Promises and the Pitfalls

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So, why am I talking about Gamification? and more importantly, why should you care?

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So what is Gamification?

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What it is not...

Video Games

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Gamification:The process ofusing game thinking and game mechanics to solve problems and engage users.

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Gamification:Is a recent trend that stemsfrom the popularity and replay value of console and social video games.

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Just how Popularis gaming?

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Consumers spent $25.1 billion on video games, hardware and accessories in 2010.Game sales in 2010, generating $5.9 billion in revenue.72% of American households play computer or video games.55% of gamers play games on their phones or handheld device.

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Average game player is 37 years old and has been playing for 12 yearsAverage age of the frequent game purchaser is 41 years old42% of all game players are women. (In fact, women over the age of 18 represent a significantly greater portion of the game-playing population (37%) than boys age 17 or younger (13%).)

In 2011, 29% of Americans over the age of 50 play video games

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Gamification:The process of figuringout what elements of game playkeep players hooked overtime and then...

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Gamification:Apply those elements to regular tasks, scenarios, and problems – essentially turning any activity into a game.

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Facebook is probably the most successful non-game game ever invented.

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So how do you know that gamification works?

It is based on Science.

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Human Needs! Reward! Status! Achievement ! Self Expression! Competition! Altruism

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Game designers call these fundamental needs and desires, game dynamics.

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And they have known for years how to address these needs through the use of game mechanics.

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Game Mechanics! Points! Levels! Challenges! Virtual Goods and Spaces! Leaderboards! Gifts and Charity

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Game Mechanics Motivate Behaviors

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Gamification now enables these dynamics to be applied more broadly.

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Overall Goal:Engagement

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Why shouldyou Care about Gamification?

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Result:A powerful tool through which organizations canteach, persuade,and motivate people.

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Examples

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Personal Finance

Mint

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Learning

Khan Academy

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Buying

Groupon

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Business

Salesforce.com

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Fitness

Nike+

FitBit

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CrossFit Workouts

Gamification tactics do notneed to involve digital technology...

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So what does the future of Gamification look like?

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According to the statistics...

Gartner, predicts that “by 2015,more than 50% of organizationsthat manage innovation processeswill gamify those processes”

By 2014, a gamified servicefor consumer goods marketingand customer retention will becomeas important as Facebook, eBayor Amazon

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or as envisioned by...Professor Jesse Schell

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Wait a minute… this all seems a little fishy.

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This isnʼt new...

many of its techniques have been in place for a long time.

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Gamification elements are already presentin everyday activities

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For business purposes, gamification is invalid, faddish, exploitative and simplistic

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Gamification has mistaken the addition of points for the application of genuine game mechanics

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Misconception 1

Gamification is aboutbadges and points.

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Misconception 2

All gamification activities have to be fun.

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Misconception 3

Gamification activitiesare not appropriatein the workplace

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So how can you bring gamification concepts for your brand?

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Is the Product Compelling?

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What is the Context?

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What is the Timeframe?

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How soon to Market?

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What does Successlook like?

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In Summary

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Questions

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Thank you

Jon BarlowVice President, Senior Creative Technologist

e. [email protected]. @jon_barlow