survival of the fittest: the biggest "game" will win (gamification)

Survival of the FittestThe Biggest “Game” Will Win

Photo Credit: Andrew Zuckerman

Ralph J. Davila, APR@rjdavila

Gami… what?

Gamification is a business strategy which applies game design techniques to non-game experiences to drive user behavior.

Source: http://www.gamification.org/

Thought Leaders Define

Courtesy of www.myMyEnGaming.com

M2 Research reports that Gamification will be a $2.8 billion industry by 2016

Source: http://www.gamesindustry.biz/articles/2012-05-21-gamification-market-to-reach-USD2-8-billion-in-2016

A Growing Industry

Non-Game Experiences

The Shift to Games

How do we take these non-game experiences to the

next level?

… Games!

Games? Really?

Photo Credit: SmokyFontaine.com

Cyber Psychology

Cognitive neuroscientists at the University of Rochester in New York found… games give players' brains plenty of practice for making decisions in the real world.

Video Games Engage!

People experience 5 things when playing video games:

1. Seek Novelty

2. Challenge Yourself

3. Think Creatively

4. Do Things the Hard Way

5. Network Content Source: Gabe Zichermann

Source: http://www.knewton.com/gamification-education/

Game Techniques DO Work!

“Increase in engagement and learning from video games…”

Why?

Content Source: Gabe Zichermann

Photo Credit: TrueChipTillDeath.com

“Because they’re FUN!”

Your audience is online!

They seek information on websites, hand-held devices, tablets, etc.

Savvy consumers look for – tech data, peer reviews and brand guidance to direct their purchase decisions

Why Should I Care?

Via the Green Book Blog

The Founders

Being engaged, included and receiving incentives!

Motivate players with virtual gifts; e.g., flowers, badges.

Bragging rights motivate!

Recognition by peers

What Motivates People?

Sara just got ousted! Oh

ya!

Key MotivatorsMoney

Recognition

WinningDeals

Gamified Examples

Perrier: 1st Person Game

Use of Gamification

This is a “Life Simulation” Game

Gaming Similarities: The Sims

You’re living and controlling people online to achieve a GOAL = ACTION (Buy, Sign Up, Click Link, etc.)

Goal

Celebrate 150th Anniversary by combining “brand entertainment with gaming”

Experience the lives of 60 different people to find five clues and find the special hidden Perrier bottle (Engagement driven!)

If you find it, you’re entered in a sweepstakes for a chance to win a trip for two to Carnival venues around the world and Paris…

OKC Zoo: On-Location Games

Kid’s safari game that takes place on the zoo grounds (Mobile)

Uses QR codes for mobile devices to access clues (photos) scattered throughout zoo

The incentive? Guess the answer, win various prizes!

Tied to social media (Facebook Page)

Use of Gamification

Uses trivia to engage children to learn and experience the zoo in a whole new light!

Trivia questions and answers change weekly

Engages the persistence, attention to detail and problem-solving concepts of gaming (Game Education Modeling)

Source: http://blogs.imediaconnection.com/blog/2011/08/03/15-brand-examples-of-gamification/

Designing to Motivate

Does Design Just Happen?

They’ve done it, so it should be easy, right?

Most companies/organizations fail because they don’t set realistic business objectives up front!

Goal-Setting Approach

Ensure business objectives (i.e. sales increases, lead generation, conversion, brand awareness, etc.) are set

It MUST be fun and engaging for your target audience

Is it brand appropriate? Is it developed with your target audience in mind?

Make sure it’s measurable!

Takeaways

Create value through quality user engagement

Give your audience a reason to invest their time

Help instruct users on how to play/interact

Encourage sharing with others

Be brand appropriate (colors, logos, content)

Take advantage of detailed measurement tools

Keep it simple and fun!

Questions…?

Thank You!

Game with Me!Ralph J. Davila, APRt. @rjdavilali. Linkedin.com/in/ralphdavilablog: tonofbricks.wordpress.com

Thank you to:

Sources to Reference

http://www.gamification.co/gabe-zichermann/

http://barnraisersllc.com/2013/03/companies-use-gamification-get-better-business-results/

http://www.gamification.org/

http://blogs.imediaconnection.com/blog/2011/08/03/15-brand-examples-of-gamification/

http://www.codenameone.com/3/post/2013/03/5-tips-for-gamifying-your-mobile-app.html