GAMIFICATION

GAMIFICATIONAre you ready to play?

COLIN CARDWELL, CEO

GAMIFICATION

WARNING!

SALES PITCH!

GAMIFICATION

GAMIFICATIONAre you ready to play?

COLIN CARDWELL, CEO

GAMIFICATION

TODAY

• What is gamification and how can it be used?

• Why now?

• How is it done?

• Some of the challenges

• What are the business benefits?

• Gamification examples

• Questions

GAMIFICATION

PLAY ALONG

Hidden in some of the slides in this

presentation is this image

might be more than one per slide

If you can tell me at the end exactly how many times

this image has been shown during the presentation

(including this one), you will win a prize

GAMIFICATION

WHAT IS GAMIFICATION?

GAMIFICATION

GAMIFICATION IS…

Making non-game activities

more game-like

GAMIFICATION

GAMIFICATION IS…

Making things more:

• Fun and Playful

• Rewarding and Engaging

• Exciting and Challenging

• Competitive and Collaborative

• Social and Sharable

GAMIFICATION

GAMIFICATION IS…

• Motivating people to do the things you want them

to do

• Using the methods that game designers use

• Tracking that activity

• So that we can feedback and continue to

motivate

GAMIFICATION

CONGRATULATIONS!

You’ve just won an award!

You have just won the Bronze Paying Attention Trophy for

paying attention during this presentation

Well Done You!Keep paying attention to win the Silver Trophy

GAMIFICATION

BROAD RANGE OF APPLICATIONS

• Education, to motivate learners

• Motivate and reward staff

• Change in behaviour at a society level

• Increase customer loyalty and therefore increase

sales and profits

GAMIFICATION

IN SMALL WAYS

GAMIFICATION

IN BIG WAYS

GAMIFICATION

WHY NOW?

GAMIFICATION

CHANGES IN CONSUMER BEHAVIOUR

• The economy has reduced

confidence

• Tending to save more and spend

less

• Tending to buy during ‘sales’

• Growth in buying online, offshore

• Growth in purchase through

‘Daily Deal’ sites and services

• More propensity to shop around

GAMIFICATION

Ad News, April 2011

GAMIFICATION

THE BUSINESS RESPONSE

• More sales to tempt the consumer

• Reliance on ‘Daily Deal’ and other promotions

Which has:

• Increased customer acquisition costs

• Increased customer retention costs

• Reduced profit margins

GAMIFICATION

MEANWHILE…

…there has been revolution in the games

industry

GAMIFICATION

Before the revolution we knew where we stood…

Gamers were young adult males who were anti-social, ate Pizza, drank Coke by the BIG bottle and had no life. Or maybe…

GAMIFICATION

Kids!

And then this happened…

GAMIFICATION

GAMIFICATION

NOWEVERYBODY

ISPLAYING

GAMIFICATION

WHY DOES EVERYONE PLAY?

• Play is part of our make up as human beings

• People were playing long before computers were

invented

• Computer games have been around so long that most

have grown up with them

We don't stop playing because we grow old; we grow old

because we stop playing.

George Bernard Shaw

GAMIFICATION

SOME NUMBERS

• Over 300 new games are uploaded to iTunes

every day

• Around half of all apps downloaded are games

• 20 million Facebook Apps are installed by users

every day, more than half of those are games

• More than half of Facebook active users play

Facebook games at least once per week

• There are over 250 million people playing Zynga

games each month

GAMIFICATION

WHY MIGHT GAMIFICATION WORK?

• Play is for everyone, not just for kids and young

adult males

• In most situations, fun is better than not fun

• The value in a reward can be much greater than

the value of the reward itself

• People are social and what their friends/family

think matters to them

• Often enough, the difference between choosing

one action/product over another can be tiny

GAMIFICATION

GAMIFICATION

THE PEOPLE ARE ASKING

When it comes to all the boring things in the world

(and for many, buying things is one of them), the

people are asking…

Why can’t this be

fun?

GAMIFICATION

HOW IS IT DONE?

GAMIFICATION

THE SECRET GAME DESIGNERS TOOLBOX

GAMIFICATION

THE TOOLS

• Points• Leader boards• Virtual Currency• Virtual Items• Virtual Economies

• Levels and Progression

• Badges and Trophies• Social Media

Integration• Fun

GAMIFICATION

Points

Feedback is important

GAMIFICATION

Leader boards

How do we compare to others?

GAMIFICATION

Virtual Currency

Making points worth something

GAMIFICATION

Virtual Shops & Items

Adding value to the currency

GAMIFICATION

YOUR VIRTUAL CURRENCY

Must be of value to the

players.

They have to want it.

GAMIFICATION

PAYING FOR ACTIONS WITH A VC

Typical Actions

Sign up to a newsletter

Visit a website

Watch a video

Take a survey

Tell a friend about a product

Tweet/post to Facebook about a product

Visit a Store

Sample the product (test drive)

Purchase a product

Purchase lots of products

PAY THEM

V$20

V$50

V$100

V$250

V$500

V$750

V$1000

V$5000

V$20000

V$ No Limit

GAMIFICATION

FLEXIBILITY OF A VC

Typical Actions

Sign up to a newsletter

Visit a website

Watch a video

Take a survey

Tell a friend about a product

Tweet/post to Facebook about a product

Visit a Store

Sample the product (test drive)

Purchase a product

Purchase lots of products

PAY THEM

V$100

V$50

V$100

V$250

V$500

V$750

V$1000

V$5000

V$20000

V$ No Limit

GAMIFICATION

Levels and Progression

The sense of purpose

GAMIFICATION

Awards and Trophies

Goals and Objectives

GAMIFICATION

Social Media Integration

Spreading the word

GAMIFICATION

FUN

CHALLENGING FUNObjectives, Rewards,

Accomplishment, Frustration, Addiction, Focus

Goals, Strategy, Obstacles, Levels

EASY FUNSurprise, Adventure, Discovery, Mystery,

Imagination, CuriosityContent, Experiences, Exploration

PEOPLE FUNGenerosity, Co-operation, Niche

Interests, NetworkingCollaboration, Competition,

Community

CREATIVE FUNCreativity, Expression,

Individuality, PersonalisationAvatars, Customisation, Choice

4 TYPES OF FUN

GAMIFICATION

GAMIFICATION

CONGRATULATIONS AGAIN!

You’ve just won a better award!

You have won the Silver Paying Attention Trophy for

continuing to pay attention during this presentation

Well Done You!Who wants to win the GOLD trophy?

GAMIFICATION

WHAT ARE THE CHALLENGES?

GAMIFICATION

SOME OF THE CHALLENGES

• Game design and build is more art than science.

And so Gamification programmes need to be

crafted.

• Game Developers Vs Consultants – who can

actually do this for you?

• Tendency to start too big or just struggle with

where to start

• It takes a bit of a leap of faith

GAMIFICATION

WHAT ARE BUSINESS BENEFITS?

GAMIFICATION

THE BENEFITS

• More engagement in brand

• Better feelings towards the brand

• Increased loyalty

• Lower propensity to shop around

But what is the biggest business benefit of a

traditional loyalty programme?

• Data. Behavioural data.

GAMIFICATION

BEHAVIOURAL DATA

Post SalesBehaviour

(data)

Pre-Sales Behaviour

(data)

GAMIFICATION

IMAGINE…

being able to track all of the

behaviours and activities that lead

to a sale

Do I get points for trying this

on?

Yes you do, because then we’ll start

to understand how many times

people try on before they buy.

GAMIFICATION

AND FINALLY…

• It is far less expensive to implement

than a traditional loyalty programme

• And far less expensive to run (no

toasters)

And that opens it up to organisations that

couldn’t previously consider a traditional

loyalty programme, like:

• TV Shows and Channels

• Charities

• Low margin businesses

GAMIFICATION

SOME EXAMPLES?

GAMIFICATION

ABC READING EGGS

GAMIFICATION

ABC READING EGGS

• Targetting 3-6 year olds

• Over 2000 reading based

activities which progressively

unlock

• Kids earn Golden Eggs every

time they complete one. Other

rewards too.

• Kids spend them on their house,

their avatar and to play games

(over 30 games to choose from)

• Progress reports for teachers

and parents

GAMIFICATION

RSPCA RESCUE SHELTER

GAMIFICATION

RSPCA RESCUE SHELTER

• Rich Social game on Facebook

• Players build and grow their own

Rescue Shelter

• Equip it and customise it from a

range of virtual shops

• Employ staff, build buildings and

landscape

• Top up their currency by making

real donations

• Vouchers are used to drive other

actions.

GAMIFICATION

CONGRATULATIONS!

You’ve just won the biggest award!

You have won the Gold Paying Attention Trophy for

continuing to pay attention during this presentation

BIG Well Done You!

GAMIFICATION

QUESTIONS?

Thank you

GAMIFICATION

THE CORRECT ANSWER IS…

20