gwc2013 - javier molina - the platform of fun

Mobile Gamification

June 20, 2013Gamification World Congress

Javier Molina Romero artmobile CEO

i+d agency platform

Luz Angela Hernández

artmobile KClunes, 17 de junio de 13

GAMIFICATIONSTRATEGY

Social Authentication

Easter Eggs

Instances

Leaderboards

Notifier

Profile

Badges LevelsStats

Avatars

lunes, 17 de junio de 13

We believe in gamification “in motion”

- conScore Report Spain is the top 1 in Smatphones penetration.- Users are migrating from TV to mobile.- 92% Smartphones users access to internet from it.- Low cost marketing flow.


Common game mechanics for mobile apps

•Leaderboards

•Badges

•Comtest

•Challenges

•Achievements

•Social graph

•Location-based

•Reputation


MANAGEMENT STRATEGY


Activitywith

purpose

Buildingskilld

SocialIntegration

Fun =

EMPOWER THROUGH ENGAGEMENT Kathy Sierra

16% higher retention

+ + = 46% higher retention

25% increase in-game expenditure in real/virtual goods and services


The business of mobile gamification

•Engagement

•Call to action

•User retention

•Data driven

•M-commerce

•Advertising

•Sponsored rewards

•Branded virtual items

•Loyalty cards


http://gamygame.com


http://gamygame.com

http://gamygame.com

Simple Game Mechanic:

Keeping the ball juggling to keep the ball in the air for as long as possible by bouncing it off any part of the body that is allowed in the rules of football.

Levels:5 Different Glasses = 5 different soccer balls

Plus:Social Graph.

Leaderboard.

Badges

Red Ball. 30 ball juggles

Juggle Hero. 50 Ball Juggles, etc

Anecdote:Leader: 4 consecutive hours juggling the ball

TOQUE CEPSA


2000 = 12 Seconds

2013 = 5 Seconds

AVERAGE HUMAN ATTENTION SPAN IN GAMEPLAY

Kathy Sierra

Focused Attention


Creating passionate user - Kathy Sierra


MAIN COMPONENTS OF A GAMIFIED APP

• Simple and easy to use.

• They have some kind of goal or deadline.

• There is a reward system.

• They can interact with other users.


-• Motivates to enhance

performance.

• Competiton.

• Comunity.

• Recognition.


• Engage consumers in its Fanta brand.

• Earn points

• Leaderboards and rankings

• Try products

• Prizes


THE KEY TO MOBILE GAMIFICATION

• It has to empower users.

• Let users solve a problem.

• Aligned to the business model

• Logical to your market

• Part of a bigger Strategy

• Test-iteration-adaptation-test..


WWW.NOALASAPPABURRIDAS.COM


http://WWW.NOALASAPPABURRIDAS.COM

http://WWW.NOALASAPPABURRIDAS.COM

gwc2013 - javier molina - the platform of fun

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