Gamification in Marketing

19
Gamification Lunch & Learn Alison Lee
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    18-Oct-2014
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    Marketing

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Lunch-and-Learn presentation on gamification in marketing

Transcript of Gamification in Marketing

Page 1: Gamification in Marketing

Gamification Lunch & LearnAlison Lee

Page 2: Gamification in Marketing

GAMIFICATION

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GAMIFICATION TRIVIA

Example of gamification in marketing?

Only 10% of gamified enterprise applications failed to meet their objectives in 2013.

What is gamification?

The first signs of gamification started back in the 1800s

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Motivation, Dopamine & the Brain

• Goals achieved brain releases dopamine easier to stay motivated

• Scientific American says 3 things motivate people:– Autonomy: feeling in charge– Value: placing value in a goal– Competence: the better you get at it, the more likely you’ll continue with it

• BUT context matters– Compelling factor to draw consumer in

http://lifehacker.com/the-psychology-of-gamification-can-apps-keep-you-motiv-1521754385

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Gamification Timeline

1896 – S&H loyalty reward stamps + catalog

1981 – American Airlines introduces AAdvantage

1983 – Holiday Inn is the first hotel to launch a hotel loyalty program

http://technologyadvice.com/gamification/blog/history-of-gamification-infographic/

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Gamification Timeline

1996 – Video game players divided into 4 categories:Killers – CODAchievers – PokemonSocializers – Maple StoryExplorers – Minecraft

2002 – Link between gaming industry and training programs, health industry, education and public policy

2003 – Nick Pelling coins the word “gamification”

http://technologyadvice.com/gamification/blog/history-of-gamification-infographic/

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Gamification Timeline

2009 – Foursquare check-ins:badges, leaderboards and points

2010 – 1st Gamification summit in SF

2014M2 Research predicts that gamification will be

a 2.8 billion dollar industry by 2016

http://technologyadvice.com/gamification/blog/history-of-gamification-infographic/

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Defined as “the process of taking something that already exists—a website, an enterprise application, an online community—and integrating game mechanics into it to motivate participation, engagement and loyalty.”

-Bunchball

Gamification in Marketing

http://www.bunchball.com/gamification

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The Promise of Gamification

• Creates new ways to extend relationships• Longer-term engagement? (still very short right now)• Drive customer and employee loyalty• Leverages motivations and desires for community,

feedback, achievement and reward• No single formula lures audiences depends on target

http://www.bunchball.com/gamification

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Types of Gamification

Customer loyalty rewards (traditional)

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Types of Gamification

(Cooler) loyalty rewards – Starbucks card + app

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Types of GamificationGoal-oriented – Fitbit

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Types of GamificationCommunity – Jay Z + Bing for Decoded promo

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Types of GamificationPoints & Badges – Yelp

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Types of GamificationLeaderboard – Liberty in North Korea

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Types of Gamification(Subtle) Game Mechanics – LinkedIn, Mint

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Types of GamificationSelf-Improvement – FreakyAlarm iOS

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Types of GamificationGiveaways/Contests – Ashe Avenue

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