survival of the fittest: the biggest "game" will win (gamification)
Post on 17-Oct-2014
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Oklahoma City Public Relations Society of America Chapter Professional Development presentation on #Gamification and how to integrate this relatively new technique into marketing, advertising and PR campaigns to drive user behavior and actions through engaging experiences. By: Ralph J. Davila, APRTRANSCRIPT
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/
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