IS GAMIFICATION RIGHT FOR ME?

@pushersocialkim@pusher.com.au

PUSHER IS A DIGITAL CREATIVE AGENCY IN SYDNEY + BRISBANE

SHAMELESS PLUG

THINKERS OF DIGITAL IDEAS AND MAKERS OF DIGITAL STUFF

WHAT IS ITWHY SHOULD I DO ITWHO’S DOING IT WELLHOW CAN I DO IT ?

WHAT IS IT?

GAMIFICATION IS THE PROCESS OF USING GAME THINKING &

MECHANICS TO ENGAGE USERS

THREE MAIN AREAS OF BENEFITTO CHANGE BEHAVIOURTO DEVELOP SKILLSTO ENABLE INNOVATION

We are genetically

programmed to enjoy games

ACCELERATED FEEDBACKA SCORING SYSTEMSHORT TERM ACHIEVABLE GOALSCLEAR RULESVOLUNTARY PARTICIPATION

A GAME NEEDS

The “sweet spot” of gamification

Business Objectives

Player Objectives

+ GAMIFICATION NEEDS

WHY SHOULD I DO IT?

*Gartner, 2011

**M2 research, 2012

THERE IS BELIEF THAT IT WORKS

THERE IS EVIDENCE THAT

IT WORKS

DOES THAT MEAN IF I ‘DO’ GAMIFICATION I WILL GET

AWESOME RESULTS?

Primarily Due to Poor Design

80 Percent of Current Gamified Applications Will Fail to Meet

Business Objectives

*Gartner, 2012

WHO IS DOING IT WELL?

RETAILNIKE+

RESULT: 5 MILLION MEMBERS AND

GROWING

AIRLINESVIRGIN VELOCITY

INSIGHT:STATUS CAN BE OF A GREATER VALUE THAN MONEY

SOLUTION:A ‘GAME’ YOU CAN EASILY JOIN WITH ACHIEVABLE LEVELS

AIRLINESVIRGIN VELOCITY

GAME FEATURES:

✓STATUS

✓SCOREBOARD

✓RULES

✓LEVELS

MOTIVATION TO PLAY = REAL REWARDS

RESULT: 3 MILLION MEMBERS AND

GROWING

DOTCOMLINKEDIN

SOLUTION: HIGHLIGHT BENEFITS OF COMPLETION. MOTIVATE THROUGH GAME MECHANICS. SHOW PROGRESS AND REWARD EACH STEP TO COMPLETION.

INSIGHT: USERS TOO LAZY TO COMPLETE PROFILE

TECH / B2BIBM INNOV8

INSIGHT: LEARNING ABOUT BPM IS A MUNDANE TOPIC

SOLUTION: WRAP LEARNING INTO A GAMING ENVIRONMENT TO MAKE IT MORE FUN

RESULT: NOW IBM’S TOP LEAD GENERATOR

ITSAMSUNG NATION

INCREASED TIME ON SITE, UGC, SHOPPING

CART CLICKS

SCIENCEFOLDIT

AFTER 15 YEARS RESEARCH, SOLVED AN AIDS CAUSING VIRUS

IN 10 DAYS

HOW CAN I DO IT?

STEP 1: KNOW YOUR AUDIENCESTEP 2: DEFINE YOUR BUSINESS OBJECTIVESSTEP 3: DEFINE YOUR PLAYER OBJECTIVESSTEP 4: CHOOSE YOUR PLATFORMSTEP 5: TEST LEARN OPTIMISE

STEP 1DEFINE YOUR AUDIENCE

DO THEY FIT A PROFILE LIKELY

TO ADOPT GAMIFICATION?

STEP 2DEFINE YOUR BUSINESS OBJECTIVES

SHORT TERM vs

LONG TERM

STEP 3DEFINE YOUR PLAYER OBJECTIVES

INTRINSIC MOTIVATION

vs EXTRINSIC

MOTIVATION

STEP 4CHOOSE YOUR PLATFORM

OUT OF THE BOX PLATFORMCUSTOMISE A NON-GAME PLATFORM

BESPOKE BUILD

USE A PRE PACKAGED

GAMIFICATION PLATFORM

CUSTOMISE A NON GAME PLATFORM

BUILD YOUR OWN

STEP 5GET YOUR GAME ON

TESTLEARNOPTIMISE

MEASURESENGAGEMENT PRE AND POST IMPLEMENTATIONRETURN VISITORSPOWER USERSACHIEVEMENT LEVELS ATTAINED

FURTHER READINGRESOURCES TO HELP YOU GET STARTED

WEBSITES & BLOGSGAMIFICATION.COBADGEVILLE.COMBUNCHBALL.COMHARVARD BUSINESS REVIEWGARTNER: BRIAN BURKE

BOOKSREALITY IS BROKENGAME MECHANICS

WHAT IT ISWHY I SHOULD DO ITWHO’S DOING IT WELLHOW I CAN DO IT ✓

NOW I KNOW... .

THANK YOU

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FOR MORE INFORMATION CONTACT US ON+61 2 9356 1500 kim.hopwood@pusher.com.au

Pusher Sydney

Top Floor 63 William St East Sydney NSW 2010

Pusher Brisbane

Top Floor 22 Ross StNewstead QLD 4102