Emerging Media Summit

September 13, 2011Louisville, Ky.

GAMING THESYSTEM

A marketer’s primer on gamification

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How many of you do this?

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How many of you did this?

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How many of you remember?

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How many of you remember?

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What about this?

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Really? Dora?

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Commonalities?

They all use triggers to incite action from an audience

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Gamification

Defined

The process of applying game mechanics to increase engagement and participation

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Psychological Triggers

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The Triggers

AchievementAppointment DynamicAvoidanceBehavioral ContrastBehavioral MomentumBlissful ProductivityCommunal DiscoveryCompanion GamingContingencyCountdownDisincentivesEnvyEpic MeaningExtinction

Fixed Interval RewardsFixed Ratio RewardsFree LunchInterval RewardsLeaderboardsLotteryLoyaltyMechanics (Real-Time)Mechanics (Delayed)Micro Leader-boardsModifiersMoral Hazard of Game PlayOwnership

PridePrivacyProgression DynamicReinforcerResponseRolling Physical GoodsShell GameSocializationStatusUrgent OptimismViral Game MechanicsVirtual Items

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You already know it ...

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You already know it ...

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You already know it ...

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You already know it ...

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Gamification Is Everywhere

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Gamification Is Everywhere

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Gamification Is Everywhere

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Gamification Is Everywhere

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C’mon? Games?

University of Arkansas

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C’mon? Games?

University of Arkansas

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The insight into gamers ...

University of Arkansas

Gamers are ...

Deeply connected to a product

Gamers are ...

Likely deeply connected to a community of others using the product

Gamers are ...

Probably what we want our customers to become

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Ingredients of a game

Ingredient No. 1

A goal

Ingredient No. 2

Rules

Ingredient No. 3

Feedback

Ingredient No. 4

Voluntary Participation

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But if you ...

Properly outline goals

and you ...

Properly outline rules

and you ...

Provide proper feedback

and you ...

Incentivize participation

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A manager!

University of Arkansas

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How to gamify your marketing

University of Arkansas

Establish A Goal For Your Customer

Buy X amount

Visit Y amount

Refer Z amount

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How to gamify your marketing

University of Arkansas

Create A Clear Path To The Goal

Achieve these X things

Try these y products

Complete these z tasks

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How to gamify your marketing

University of Arkansas

Reward Along The Way

Basic participation ... reward

Task completion ... reward

Exploration ... reward

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How to gamify your marketing

University of Arkansas

Make The Ultimate Reward Cool

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How to gamify your marketing

University of Arkansas

Make It Fun, Damnit!

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Thank You!

STRAIGHT ANSWERS, REAL HELP

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