Using gamification to enable consumer behaviour change
Professor Rebekah Russell-BennettQueensland University of Technology
@DrBekMarketing
The barriers: When the behaviour is needed but……
Disinterest in
behaviourDifficult
Competition is more
appealing
Time lag for results
Lack of relevance
Lack of value
proposition
When the behaviour is needed but……
Why digital? It is everywhereWhy digital? It is everywhere
What is gamification? The process of enhancing a
program/campaign with gameful experiences to achieve value creation
2012 global market worth $242m 2016 $2.8bGamification is not the same as games
Entertainment (fun)
Information (facts)
Customer engagement
What is gamification?
How games affect our brains
Consumers are hard-
wired for play
Games facilitate behaviour Motivation Opportunity Ability
Games provide psychological payoff Autonomy Mastery Social
interactionEmotion, memories,
motivation and learning
How games affect our brains
Game rewards dopamine (energised, high, motivates goals) learning & motivation
Play pleasure emotions memory Serotonin
(relax, wellbeing)
Why do consumers like gamification?
Competitive motivation
Rewarded for good behaviour
Participation makes people feel empowered, important and valued
Social connection
Why do consumers like gamification?
Case study: Reducing electricity use in the home
CitySmart: Project leadBarriers addressed:Disinterest in the behaviourGroup-level influenceTime-lag between behaviour
and outcome
LIEEP Program: Reduce Your Juice
Case study: Reducing electricity use in the homeReducing electricity consumption with gamification
THANK YOUProfessor Rebekah [email protected] |
www.research.qut.edu.au/servicesocialmarketing@DrBekMarketing
Thank You
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