Me You Health - Gamification in healthcare - Manu Melwin Joy
Is Gamification Right for Me?
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description
Gamification is yet another buzzword to add to the ever growing list. But is it actually useful for brands? In this presentation we'll look at how the principles of gaming apply to digital marketing, using real world examples, along with a 5 step checklist to find out if gamification is right your organisation.
Transcript of Is Gamification Right for Me?
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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