gamification for marketing and to build loyalty
DESCRIPTION
Tu 11/11 Wix Lounge Mario Herger, EGCTRANSCRIPT
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Mar io Herger
GAMIFICATION MARKETING & LOYALTY
http://enterprise-gamification.com/ [email protected]
@mherger
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Video gamer girl
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Video gamer girl
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Average age of a videogamer?
14 27 37 54
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Average age of a videogamer?
14 27 5437
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Youth playing videogames: 97%
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Percentage of Women
Source: http://blog.flurry.com/bid/57219/Mobile-Social-Gamers-The-New-Mass-Market-Powerhouse
http://en.wikipedia.org/wiki/Women_and_video_games
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US soldiers playing videogames
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Does Gamification look like this?
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Or more like this?
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LinkedIn & Gamification
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What is Gamification?
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Purposes of Gamification
Engage Teach
Measure Entertain
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… empathizes with people
by adding gameful experiences to work and life,
helping them to fulfill their interests and motivations
for the benefit of all involved parties.
Enterprise Gamification
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Make work more fun!
Definition of Enterprise Gamification
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Contrex
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Gamified apps that you (may) have played
Frequent Flyer Programs
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Intuit - TurboTax
Gamified apps that you (may) have played
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EVs & Hybrids – Prius, Nissan Leaf, Chevy Volt, Fiat, Ford
Gamified apps that you (may) have played
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Gamified apps that you (may) have played
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Amazon
Gamified apps that you (may) have played
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Nike+
Gamified apps that you (may) have played
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Gamification – Zombies Run!
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Engagement Crisis
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Gamification Facts & FiguresContrex-> +1Mio Facebook shares, 4.2% increase in brand's sales
Sources: http://www.enterprise-gamification.com/mediawiki/index.php?title=Contrex_-_Surprise_Goal
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The World’s Oldest Problem
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Contrex
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Chennai Express
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PlayThrough
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The Dancing Traffic Light
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Lego brick houses
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SAP Sales Car Race
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CRM & CryENGINE
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The Gartner Hype Cycle
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$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
2011 2012 2013 2014 2015 2016
Mill
ion
s
Enterprise Gamification Market
“If a company like SAP can not just reach these users, but engage them in a gamified experience that is compelling and fun, SAP can potentially make users something more than just users: they can be participants in a community environment where that old coercive model of engagement is a thing of the past.”
M2 Research
will have at least one gamified
application by 2014
70 %
Global 2000
will gamify innovation
processes by 2015
50 %
Innovators
A little fun can go a long way, especially in the enterprise.
Joshua Greenbaum, February, 2011 ”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins” Gartner
Gamification Software Market: $2.8B by 2016Enterprise Gamification Software Market: 38% in 2012 = $92Mio
will use gamification as primary vehicle to transform business
operations by 2015
Global 1000
40 %
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Common Reactions to Gamification
“I don’t need to waste my time on fun stuff,
I have to do serious work.”
German colleague
“Do we make now a shooting game out of invoicing?”
Skeptic colleague
“This is just exploiting employees.
Nobody is gonna do that just for points.”
Skeptic German colleague
“FarmVille: I don’t play that, who’s playing that anyways?”
http://enterprise-gamification.com/index.php/en/blog/2-news/39-common-criticism-of-gamification-and-how-to-respond-to-it
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The Schopenhauer Truth Hype Cycle
Every truth passes through 3 stages before it is recognized:
1. In the first it is ridiculed.
2. In the second it is opposed.
3. In the third it is regarded as self-evident.
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Monkeys [Video]
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Flow Theory
Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991
Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975
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Skill Level
RookieLe
ve
l o
f E
xp
ert
ise
Regular
Master
Onboarding
Habit-building
Mastery
Teaching
Challenge Creation
Source: Amy Jo Kim - http://amyjokim.com/
Skill Level
Playing Style
Player Type
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Multidimensionality of Players
Social Role
Professional
Role
Blue Collar
White Collar
Gender
Generation
Age
Skill Level
Playing Style
Player Type
Culture
External
Influences
Player
Priming
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Bartle’s Player Types
Achiever
Socializer
Killer
Explorer
<1%
~80% ~10%
~10%
Selftest: http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology
Acting
WorldPlayers
Interacting
Skill Level
Playing Style
Player Type
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Gamification Design Elements
EGC Wiki: http://www.enterprise-gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
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EGC Wiki: http://www.enterprise-gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
More Gamification Design Elements
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Non-digital displays
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Game Design Elements(full & barely legible list)
EGC Wiki: http://www.enterprise-gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
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Monkeys [Video]
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Sources of Motivation
IntrinsicExtrinsic
comes from the
outside of an
individual
driven by an interest
exists within an
individual
Belongingness
Autonomy
Power
Mastery
Meaning
Learning
Self-Knowledge
Sex
Love
Fun
…
Points
Level
Badges
Quests
Leader-boards
Prizes
Money
Gold stars
Progress bars
Smileys
…
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Motivations [VIDEO]
Source: https://vimeo.com/88939322
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Leveling up – Your Attitude
Explore one new gamified app every week
Don’t just superficially skim over it
Force yourself to use it over a longer and regular period – e.g. I needed an epiphany
after weeks of usage to finally get facebook and Pinterest
Look at apps that friends/newspapers/websites talk about
If you don’t yet know them, try Instagram, Pinterest, Zombie Run, PropsToYou…
Play games
Find a reason to play games
Play with friends
Analyze why you like/dislike the game, what makes it addictive…
Analyze game mechanics, fun motivators, reward balance, etc.
Keep a playful attitude
Try approaching boring situations with gamification
Have fun!
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Enterprise Gamification Consultancy LLC
Mario Herger Yu-kai Chou
Roman
Rackwitz
Marigo
Raftopoulos
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Books
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Keep Gamifying!
Enterprise Gamificationhttp://enterprise-gamification.com
Enterprise Gamification Wikihttp://enterprise-gamification.com/mediawiki
Gamification Decision Enginehttp://www.enterprise-gamification.com:8083/
Octalysishttp://octalysis.com/
@mherger
www.linkedin.com/in/marioherger/