Top 5 Gamification Examples

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Proprietary and Confidential © 2012 Maritz Examples of Gamification Done Right 5

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Transcript of Top 5 Gamification Examples

Page 1: Top 5 Gamification Examples

Proprietary and Confidential © 2012 Maritz

Examples of

GamificationDone Right

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Gamification is widely defined as the use of game-like mechanics (such as points, badges, leaderboards) within the context of non-game experiences (such as loyalty programs, banking, education) to drive participation and engagement. Some commonly cited examples of gamification include TurboTax, Foursquare, and Microsoft’s Ribbon Hero.

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Most social networking sites are adopting gamification as a way to increase participation. This is important because it serves as evidence that social experiences are simply not enough to keep a site alive, dynamic, and interesting. While it is important to give your users the opportunity to self-express and connect, adding in the opportunity to compete, collaborate and achieve has not only become important, it’s become expected. Human motivation is not an easy thing to understand, but game designers have it nailed. This can only mean one thing for anyone designing digital experiences for the next generation…

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It’s time to think like a game designer.

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Thinking like a game designer means leveraging game-like dynamics to drive a deeper emotional connection within the context of your brand. Game mechanics such as progress indicators and leaderboards should be utilized very prescriptively depending on how you want your players to feel about their online experience. Game designers are masters of invoking our emotions, and that’s what makes game play addictive.

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Do you remember your high score in Mario Brothers? No? But you probably remember the way it made you feel when you beat your personal high score. Better yet, the way it made you feel when you beat your best friend’s high score. The most successful applications of gamification invoke emotion in a way that is relevant and memorable – as opposed to layering game mechanics on top of an existing experience. Here are 5 examples of brands who have executed on this extremely well:

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5. The FitBit

The FitBit is more than a pedometer, it’s a totally gamified wellness tracker. The FitBit measures your physical activity and renders visual representations of your progress using mechanics such badges and points. There are achievements and milestones to unlock such as 10,000 daily steps and 50 lifetime miles. The FitBit drives a competitive dynamic through the use of leaderboards and taps into your social networks to keep the experience interesting. Fun fact: did you know that earning social acceptance activates the same center of the brain as earning money?

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4. Recyclebank

At its’ core, Recyclebank is a loyalty program. This program rewards members for purchasing products with the Recyclebank logo on the package and for participating in interactive quizzes about living sustainably. This program could have easily given me 10 points to redeem in their catalog, but instead I am asked to “pledge.” Instead of viewing my progress, I can “see my impact.” While not specifically a game mechanic, this is a perfect example of how game designers view a call to action vs. how traditional loyalty marketers view a call to action. The call to action here is about the greater good, and so is the program. Very well played.

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3. NFL Fantasy Football

There is no better example of extreme loyalty than extreme sports fans. The NFL didn’t need a loyalty program to drive engagement, but they gamified the online Fantasy Football experience anyway. Just by participating, members of this program are earning an emotional currency which can only be spent with the NFL. This encapsulates the concept of loyalty. The end game here is not the squishy top pen. The squishy top pen is a tool of convenience which indicates one’s ability to choose how he or she is rewarded (another important pillar of motivation). At the end of the day, this game is really about building a community of brand enthusiasts. Well done.

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2. HON World

The HON Company manufactures and distributes furniture through a nationwide network of loyal dealers and retailers. This network relies on the HON Portal (pictured above) to access important product information, marketing materials, and sales tools. HON wanted to acknowledge and reward the successes of their sales partners, so they launched an online community known as HON World. HON World is a totally gamified experience within the HON Portal that allows players to complete missions, earn a virtual currency, and achieve status all within the context of the brand. HON World is where you go to become HON Ready.

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1. eBay

Ebay is the most successful gamified application in history which is why I’ve named it #1 on the list. Make no mistake, the drive to acquire is the end game here and Ebay doesn’t pollute it with other fluff. The countdown clock increases your likelihood to take a risk while other bidders drive a competitive dynamic within the game. To prevent cheating (fraud), feedback scores are indicated in the form of star ratings next to a seller’s avatar. Credibility must be earned in this game while the rules are clear and enforced for all. This is a perfect example of the right blend of game mechanics to drive relevant dynamics.

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The takeaway here is that gamification is most effective when game mechanics are chosen with a great deal of attention to the dynamics you want to drive within your brand, website, campaign or program. If personal achievement is the end game, choose a set of game mechanics that will serve as visual representations in support of the end goal. Provide rapid feedback cycles and relevant content through social networks. And most importantly, view your calls to action as an opportunity for players to write the next chapter in the story of your game.