gamification: an interactive introduction (by anneleen boullart & timo vandemaele)

Gamification An interactive introduction

Anneleen Boullart Research Consultant, InSites Consulting

Timo Vandemaele Research Consultant, InSites Consulting

#MktAlumni

Who we are?

Some things you need to

know about us.

#MktAlumni

Nice to meet you Anneleen Boullart, Research Consultant

Anneleen@insites-consulting.com

@AnneleenBoullar

http://be.linkedin.com/in/AnneleenBoullart

I am 25 years old, and happy to be part of the InSites

team for more than a year now. Before that I have

been studying Communication Sciences at the

University of Ghent and afterwards, I obtained a

Master in Marketing Management at Vlerick

Management School. I believe in the power of open

communication, innovation and engagement. Like

Timo, I’m also part of the Media & Entertainment

team.

Nice to meet you Timo Vandemaele, Research Consultant

I am 24 years old, giving everything of myself for

InSites Consulting for just more than a year now.

Before that I have been studying Applied Economics

in Ghent and afterwards, I obtained a Master in

Marketing Management at Vlerick Management

School. I am passionate about making consumers

generate value for companies, with a specific focus on

supporting growth of Media & Entertainment brands.

Timo@insites-consulting.com

@TimoVandemaele

http://be.linkedin.com/in/TimoVandemaele

Fact sheet

Market research agency

15 years of experience and know-how

Pioneer and innovator in online methods

Covering any marketing domain

Fully independent

Ghent, Rotterdam, London, Timisoara, New York

125 passionate employees

Proprietary research panel in +25 countries

Most awarded agency by ESOMAR

#MktAlumni

Today’s buzzword?

Gamification

#MktAlumni

Let’s play a game!

Source: http://www.theesa.com/facts/gameplayer.asp

#MktAlumni

The average age

of a gamer is 34 #MktAlumni

The average age

of a gamer is 30 #MktAlumni

26% of the gamers are above

50 years old

#MktAlumni

26% of the gamers are above

50 years old

#MktAlumni

40% of the gamers is female

#MktAlumni

47% of the gamers is female

#MktAlumni

62% of gamers play with other

gamers in person

#MktAlumni

62% of gamers play with other

gamers in person

#MktAlumni

Games are part of our

lives…

… everyone plays!

#MktAlumni

Gamification

What is it and why would

you use it?

#MktAlumni

#MktAlumni

Gamification Using game

elements in a

different context

#MktAlumni

“We've gone from being exposed to about

500 ads a day back in the 1970s to as many

as 5,000 a day today.” (2009)

Jay Walker-Smith, Yankelovich Consumer Research

#MktAlumni

Objective

The process of using

game thinking and

game mechanics to

ENGAGE users !

#MktAlumni

Motivations

Why does Gamification

work?

#MktAlumni

You challenge yourself by setting

achievable deadlines, you strive for

success and you like to master a

skill . You value positive feedback

in order to feel accomplished. You

have a need to finish things you

started.

Achievement #1

#MktAlumni

Achieve your financial goals!

People need to set themselves a specific financial

goal for which they want to save. They can add

money to their account by themselves, by asking

& sharing with friends or by collecting deals.

#MktAlumni

You like to influence people

and events, you want to be

seen as a leader, you are

conscious about your image.

You are attached to your

status.

Power #2

#MktAlumni

Leaderboards People attach status to be in

first place. They are constantly

competing with their friends and

family to achieve the highest

rank!

#MktAlumni

Leaderboards People attach status to be in

first place. They are constantly

competing with their friends and

family to achieve the highest

rank!

#MktAlumni

You have a strong desire to belong to a

group or family, you seek relationships

and approval. You like sharing with

others and listen well.

Social #3

#MktAlumni

City Marketing By working together in teams, you

reach a higher goal. Social media

make it possible to see how others

are performing.

#MktAlumni

Grow #4

You love to gain knowledge

and sharpen your mind. You

want to develop yourself to the

maximum. You like feedback

because it gives you the

opportunity to improve.

#MktAlumni

Nike+ Running App

Set personal goals and keep

track of your improvements.

#MktAlumni

Structure #5

You like safe and predictable

environments, you seek order

and certainty and you don’t like

surprises. And you are

sometimes a bit compulsive.

#MktAlumni

#MktAlumni

Everyone wants to complete a puzzle. No

one wants to make half the puzzle and

then quit. Coca Cola Zero was aware of

people’s need for structure and achieved

great viewer results with this insight.

Live action puzzle

#MktAlumni

Explore #6

You like change and adventure, you

enjoy new experiences. Stimulation

and changing environments are your

key drivers.

#MktAlumni

#MktAlumni

BING cooperated with Jay-Z to develop a

game where fans could collect Jay-Z’s

biography ‘Decoded’ before release date by

searching every single page all over the world.

Unique fan experience

#MktAlumni

Purpose #7

You have a soft spot for charity, you

are altruistic and you like to make a

difference. You like to give your life

meaning. You believe in a higher

cause.

#7 Purpose #7

#MktAlumni

The listeners of Q-Music collect money for

charity based on a game to travel as much

kilometers as possible. (combination of the

need for purpose and the need to explore)

Q-Music stimulates its listeners

#MktAlumni

Achievement #1

Power #2

Social #3

Grow #4

Structure #5

Explore #6

Purpose #7

Main motivators

for playing

games.

#MktAlumni

But Timo & Anneleen…

You work in a market research agency?

#MktAlumni

Shouldn’t you…

do market research?!

#MktAlumni

Gamification and Market Research

What is a community?

How can we use gamification in a community?

#MktAlumni

Gamification and Market Research // Communities

#1 Badges

#MktAlumni

#2 Riddles

Gamification and Market Research // Communities

#MktAlumni

47

Gamification and Market Research

… it works!

#MktAlumni

** To match the iterative and non-linear nature of

idea generation, the Ideation Tool allows

participants to post multiple ideas to the ideation

challenges. Participants can comment to improve

the idea, resulting in a change of status, from

mining to rough diamond, polished diamond and

eventually a diamond ring…

#3 Ideation

* Based on insight platforms retrieved from earlier

research or in an earlier stage of the same project,

the Ideation Tool challenges participants to come

up with new ideas for problems or needs.

Gamification and Market Research // Communities

#MktAlumni

Times more insights

#MktAlumni

Imagine you need to fill in

this kind of survey…

Gamification and Market Research // Surveys

#MktAlumni

BORING !

But you also can do it in

another way. Here are

some tactics to gamify

your survey…

#MktAlumni

#1 Non linearity

#MktAlumni

#2 Instant share results

#MktAlumni

#3 Type feedback at the end

#MktAlumni

Gamification in surveys leads to a better user

experience!

Average satisfaction

7,0

All of the below:

7,9

Instant share results (7,4)

Type feedback @ end (7,6)

Non linearity (7,7)

#MktAlumni

Key learnings

What you should remember

about Gamification!

#MktAlumni

#1 Keep it simple

#MktAlumni

#2 Be relevant

#MktAlumni

Ideation Tool

#3 Make it shareable

#MktAlumni

#4 Include a reward

#MktAlumni

#5 Keep updating

#MktAlumni

© SAP 2009 / Page 62 #MktAlumni

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

Timo@insites-consulting.com

@TimoVandemaele

http://be.linkedin.com/in/TimoVandemaele

Let’s keep in touch!

Anneleen@insites-consulting.com

@AnneleenBoullar

http://be.linkedin.com/in/AnneleenBoullart

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

Timo@insites-consulting.com

@TimoVandemaele

http://be.linkedin.com/in/TimoVandemaele

Let’s keep in touch!

Anneleen@insites-consulting.com

@AnneleenBoullar

http://be.linkedin.com/in/AnneleenBoullart