gamification discussion

Gamification For Your Brand

The Promises and the Pitfalls

So, why am I talking about Gamification? and more importantly, why should you care?

So what is Gamification?

What it is not...

Video Games

Gamification:The process ofusing game thinking and game mechanics to solve problems and engage users.

Gamification:Is a recent trend that stemsfrom the popularity and replay value of console and social video games.

Just how Popularis gaming?

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

Gamification:The process of figuringout what elements of game playkeep players hooked overtime and then...

Gamification:Apply those elements to regular tasks, scenarios, and problems – essentially turning any activity into a game.

Facebook is probably the most successful non-game game ever invented.

So how do you know that gamification works?

It is based on Science.

Human Needs! Reward! Status! Achievement ! Self Expression! Competition! Altruism

Game designers call these fundamental needs and desires, game dynamics.

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

Game Mechanics! Points! Levels! Challenges! Virtual Goods and Spaces! Leaderboards! Gifts and Charity

Game Mechanics Motivate Behaviors

Gamification now enables these dynamics to be applied more broadly.

Overall Goal:Engagement

Why shouldyou Care about Gamification?

Result:A powerful tool through which organizations canteach, persuade,and motivate people.

Examples

Personal Finance

Mint

Learning

Khan Academy

Buying

Groupon

Business

Salesforce.com

Fitness

Nike+

FitBit

CrossFit Workouts

Gamification tactics do notneed to involve digital technology...

So what does the future of Gamification look like?

According to the statistics...

Gartner, predicts that “by 2015,more than 50% of organizationsthat manage innovation processeswill gamify those processes”

By 2014, a gamified servicefor consumer goods marketingand customer retention will becomeas important as Facebook, eBayor Amazon

or as envisioned by...Professor Jesse Schell

Wait a minute… this all seems a little fishy.

This isnʼt new...

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

Gamification elements are already presentin everyday activities

For business purposes, gamification is invalid, faddish, exploitative and simplistic

Gamification has mistaken the addition of points for the application of genuine game mechanics

Misconception 1

Gamification is aboutbadges and points.

Misconception 2

All gamification activities have to be fun.

Misconception 3

Gamification activitiesare not appropriatein the workplace

So how can you bring gamification concepts for your brand?

Is the Product Compelling?

What is the Context?

What is the Timeframe?

How soon to Market?

What does Successlook like?

In Summary

Questions

Thank you

Jon BarlowVice President, Senior Creative Technologist

e. jbarlow@capstrat.comt. @jon_barlow