Gamification Lunch & LearnAlison Lee
GAMIFICATION
GAMIFICATION TRIVIA
Example of gamification in marketing?
Only 10% of gamified enterprise applications failed to meet their objectives in 2013.
What is gamification?
The first signs of gamification started back in the 1800s
Motivation, Dopamine & the Brain
• Goals achieved brain releases dopamine easier to stay motivated
• Scientific American says 3 things motivate people:– Autonomy: feeling in charge– Value: placing value in a goal– Competence: the better you get at it, the more likely you’ll continue with it
• BUT context matters– Compelling factor to draw consumer in
http://lifehacker.com/the-psychology-of-gamification-can-apps-keep-you-motiv-1521754385
Gamification Timeline
1896 – S&H loyalty reward stamps + catalog
1981 – American Airlines introduces AAdvantage
1983 – Holiday Inn is the first hotel to launch a hotel loyalty program
http://technologyadvice.com/gamification/blog/history-of-gamification-infographic/
Gamification Timeline
1996 – Video game players divided into 4 categories:Killers – CODAchievers – PokemonSocializers – Maple StoryExplorers – Minecraft
2002 – Link between gaming industry and training programs, health industry, education and public policy
2003 – Nick Pelling coins the word “gamification”
http://technologyadvice.com/gamification/blog/history-of-gamification-infographic/
Gamification Timeline
2009 – Foursquare check-ins:badges, leaderboards and points
2010 – 1st Gamification summit in SF
2014M2 Research predicts that gamification will be
a 2.8 billion dollar industry by 2016
http://technologyadvice.com/gamification/blog/history-of-gamification-infographic/
Defined as “the process of taking something that already exists—a website, an enterprise application, an online community—and integrating game mechanics into it to motivate participation, engagement and loyalty.”
-Bunchball
Gamification in Marketing
http://www.bunchball.com/gamification
The Promise of Gamification
• Creates new ways to extend relationships• Longer-term engagement? (still very short right now)• Drive customer and employee loyalty• Leverages motivations and desires for community,
feedback, achievement and reward• No single formula lures audiences depends on target
http://www.bunchball.com/gamification
Types of Gamification
Customer loyalty rewards (traditional)
Types of Gamification
(Cooler) loyalty rewards – Starbucks card + app
Types of GamificationGoal-oriented – Fitbit
Types of GamificationCommunity – Jay Z + Bing for Decoded promo
Types of GamificationPoints & Badges – Yelp
Types of GamificationLeaderboard – Liberty in North Korea
Types of Gamification(Subtle) Game Mechanics – LinkedIn, Mint
Types of GamificationSelf-Improvement – FreakyAlarm iOS
Types of GamificationGiveaways/Contests – Ashe Avenue
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