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Gamification For Gamification For Your BrandYour Brand

The Promises and the PitfallsThe Promises and the Pitfalls

So, why am I talking about So, why am I talking about

GamificationGamification? ? andand

more importantly, more importantly, why should you why should you carecare??

So what is So what is GamificationGamification??

What it is not...What it is not...

Video GamesVideo Games

GamificationGamification::The process ofThe process of

using using game thinkinggame thinking and and game mechanicsgame mechanics to solve problems and engage users.to solve problems and engage users.

GamificationGamification::Is a recent Is a recent trendtrend that stems that stems

from the from the popularitypopularity and and replay replay value value of console and social of console and social

video gamesvideo games..

Just how Just how PopularPopularisis gaminggaming??

Consumers spent $25.1 billion on video games, hardware and accessories in 2010.Game sales in 2010, generating $5.9 billion in revenue.72% of American households play computer or video games.55% of gamers play games on their phones or handheld device.

Average game player is 37 years old and has been playing for 12 yearsAverage age of the frequent game purchaser is 41 years old42% of all game players are women. (In fact, women over the age of 18 represent a significantly greater portion of the game-playing population (37%) than boys age 17 or younger (13%).)

In 2011, 29% of Americans over the age of 50 play video games

GamificationGamification::The The processprocess of figuring of figuring

out what out what elementselements of game play of game play

keep players keep players hooked hooked overovertime and then...time and then...

GamificationGamification::ApplyApply those those elementselements to regular to regular tasks, scenarios, and problems – tasks, scenarios, and problems – essentially essentially turning any activityturning any activity

into a into a gamegame. .

FacebookFacebook is probably the most is probably the most

successful successful non-game gamenon-game game ever invented.ever invented.

So how do you So how do you knowknow that that gamification gamification worksworks??

It is based on It is based on ScienceScience..

Human NeedsHuman Needs RewardReward StatusStatusAchievement Achievement Self Self ExpressionExpression CompetitionCompetitionAltruismAltruism

Game designersGame designers call call these fundamental needs and these fundamental needs and

desires,desires, game dynamicsgame dynamics..

And they have known for And they have known for years how to address these years how to address these needs through the use of needs through the use of

game mechanicsgame mechanics..

Game MechanicsGame MechanicsPointsPointsLevelsLevelsChallengesChallengesVirtual Goods and Virtual Goods and

SpacesSpacesLeaderboardsLeaderboardsGifts and CharityGifts and Charity

Game MechanicsGame Mechanics MotivateMotivate BehaviorsBehaviors

GamificationGamification now now enables these enables these dynamicsdynamics to be applied more to be applied more broadly.broadly.

Overall Goal:Overall Goal:EngagementEngagement

Why shouldWhy shouldyou you CareCare about about GamificationGamification??

Result:Result:A A powerful toolpowerful tool through which through which organizations canorganizations canteachteach, , persuadepersuade,,and and motivatemotivate people. people.

ExamplesExamples

Personal Personal FinanceFinance

MintMint

LearningLearning

Khan Khan AcademyAcademy

BuyingBuying

GrouponGroupon

BusinessBusiness

Salesforce.comSalesforce.com

FitnessFitness

Nike+Nike+

FitBitFitBit

CrossFit WorkoutsCrossFit Workouts

Gamification tactics Gamification tactics do notdo notneed to involve digital technology...need to involve digital technology...

So what does the future of So what does the future of GamificationGamification look like? look like?

According to the statistics...According to the statistics...

Gartner, predicts that “by 2015,Gartner, predicts that “by 2015,more than 50%more than 50% of organizationsof organizationsthat manage innovation processesthat manage innovation processeswill will gamifygamify those processes” those processes”By 2014, a By 2014, a gamified servicegamified servicefor consumer goods marketingfor consumer goods marketingand customer retention will becomeand customer retention will becomeasas importantimportant as Facebook, eBay as Facebook, eBayor Amazonor Amazon

or as envisioned by...or as envisioned by...Professor Jesse SchellProfessor Jesse Schell

Wait a minute… Wait a minute… this all seems a little fishy.this all seems a little fishy.

This isn’t new...This isn’t new...

many of its techniques many of its techniques have been in place for a long time.have been in place for a long time.

Gamification elements are Gamification elements are already presentalready presentin everyday activitiesin everyday activities

For business purposes, For business purposes, gamification is gamification is invalidinvalid, ,

faddishfaddish, , exploitativeexploitative

and and simplisticsimplistic

Gamification has Gamification has mistakenmistaken the the

addition of addition of pointspoints for the application for the application

of of genuinegenuine game mechanics game mechanics

Misconception 1Misconception 1

Gamification is aboutGamification is aboutbadges and points.badges and points.

Misconception 2Misconception 2

All gamification activities All gamification activities have to be fun.have to be fun.

Misconception 3Misconception 3

Gamification activitiesGamification activitiesare not appropriateare not appropriatein the workplacein the workplace

So how can youSo how can you bring bring gamificationgamification concepts concepts for your for your brand brand??

Is the Is the Product Product CompellingCompelling? ?

What is the What is the ContextContext??

What is the What is the TimeframeTimeframe??

How soon to How soon to MarketMarket??

What does What does SuccessSuccesslook like?look like?

In SummaryIn Summary

QuestionsQuestions

Thank youThank you

Jon BarlowJon BarlowVice President, Senior Creative TechnologistVice President, Senior Creative Technologist

e. e. jbarlow@capstrat.comjbarlow@capstrat.comt. @jon_barlowt. @jon_barlow