gamification for marketing and to build loyalty
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Mar io Herger
GAMIFICATION MARKETING & LOYALTY
http://enterprise-gamification.com/ mario.herger@gmail.com
@mherger
Video gamer girl
Video gamer girl
Average age of a videogamer?
14 27 37 54
Average age of a videogamer?
14 27 5437
Youth playing videogames: 97%
Percentage of Women
Source: http://blog.flurry.com/bid/57219/Mobile-Social-Gamers-The-New-Mass-Market-Powerhouse
http://en.wikipedia.org/wiki/Women_and_video_games
US soldiers playing videogames
Does Gamification look like this?
Or more like this?
LinkedIn & Gamification
What is Gamification?
Purposes of Gamification
Engage Teach
Measure Entertain
… empathizes with people
by adding gameful experiences to work and life,
helping them to fulfill their interests and motivations
for the benefit of all involved parties.
Enterprise Gamification
Make work more fun!
Definition of Enterprise Gamification
Contrex
Gamified apps that you (may) have played
Frequent Flyer Programs
Intuit - TurboTax
Gamified apps that you (may) have played
EVs & Hybrids – Prius, Nissan Leaf, Chevy Volt, Fiat, Ford
Gamified apps that you (may) have played
Gamified apps that you (may) have played
Amazon
Gamified apps that you (may) have played
Nike+
Gamified apps that you (may) have played
Gamification – Zombies Run!
Engagement Crisis
Gamification Facts & FiguresContrex-> +1Mio Facebook shares, 4.2% increase in brand's sales
Sources: http://www.enterprise-gamification.com/mediawiki/index.php?title=Contrex_-_Surprise_Goal
The World’s Oldest Problem
Contrex
Chennai Express
PlayThrough
The Dancing Traffic Light
Lego brick houses
SAP Sales Car Race
CRM & CryENGINE
The Gartner Hype Cycle
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
2011 2012 2013 2014 2015 2016
Mill
ion
s
Enterprise Gamification Market
“If a company like SAP can not just reach these users, but engage them in a gamified experience that is compelling and fun, SAP can potentially make users something more than just users: they can be participants in a community environment where that old coercive model of engagement is a thing of the past.”
M2 Research
will have at least one gamified
application by 2014
70 %
Global 2000
will gamify innovation
processes by 2015
50 %
Innovators
A little fun can go a long way, especially in the enterprise.
Joshua Greenbaum, February, 2011 ”SAP Plays Games with the Analysts, and the Gamification of the Enterprise Begins” Gartner
Gamification Software Market: $2.8B by 2016Enterprise Gamification Software Market: 38% in 2012 = $92Mio
will use gamification as primary vehicle to transform business
operations by 2015
Global 1000
40 %
Common Reactions to Gamification
“I don’t need to waste my time on fun stuff,
I have to do serious work.”
German colleague
“Do we make now a shooting game out of invoicing?”
Skeptic colleague
“This is just exploiting employees.
Nobody is gonna do that just for points.”
Skeptic German colleague
“FarmVille: I don’t play that, who’s playing that anyways?”
http://enterprise-gamification.com/index.php/en/blog/2-news/39-common-criticism-of-gamification-and-how-to-respond-to-it
The Schopenhauer Truth Hype Cycle
Every truth passes through 3 stages before it is recognized:
1. In the first it is ridiculed.
2. In the second it is opposed.
3. In the third it is regarded as self-evident.
Monkeys [Video]
Flow Theory
Mihaly Csikszentmihalyi: Flow: The Psychology of Optimal Experience, 1991
Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975
Skill Level
RookieLe
ve
l o
f E
xp
ert
ise
Regular
Master
Onboarding
Habit-building
Mastery
Teaching
Challenge Creation
Source: Amy Jo Kim - http://amyjokim.com/
Skill Level
Playing Style
Player Type
Multidimensionality of Players
Social Role
Professional
Role
Blue Collar
White Collar
Gender
Generation
Age
Skill Level
Playing Style
Player Type
Culture
External
Influences
Player
Priming
Bartle’s Player Types
Achiever
Socializer
Killer
Explorer
<1%
~80% ~10%
~10%
Selftest: http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology
Acting
WorldPlayers
Interacting
Skill Level
Playing Style
Player Type
Gamification Design Elements
EGC Wiki: http://www.enterprise-gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
EGC Wiki: http://www.enterprise-gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
More Gamification Design Elements
Non-digital displays
Game Design Elements(full & barely legible list)
EGC Wiki: http://www.enterprise-gamification.com/mediawiki/index.php?title=Gamification_Design_Elements
Monkeys [Video]
Sources of Motivation
IntrinsicExtrinsic
comes from the
outside of an
individual
driven by an interest
exists within an
individual
Belongingness
Autonomy
Power
Mastery
Meaning
Learning
Self-Knowledge
Sex
Love
Fun
…
Points
Level
Badges
Quests
Leader-boards
Prizes
Money
Gold stars
Progress bars
Smileys
…
Motivations [VIDEO]
Source: https://vimeo.com/88939322
Leveling up – Your Attitude
Explore one new gamified app every week
Don’t just superficially skim over it
Force yourself to use it over a longer and regular period – e.g. I needed an epiphany
after weeks of usage to finally get facebook and Pinterest
Look at apps that friends/newspapers/websites talk about
If you don’t yet know them, try Instagram, Pinterest, Zombie Run, PropsToYou…
Play games
Find a reason to play games
Play with friends
Analyze why you like/dislike the game, what makes it addictive…
Analyze game mechanics, fun motivators, reward balance, etc.
Keep a playful attitude
Try approaching boring situations with gamification
Have fun!
Enterprise Gamification Consultancy LLC
Mario Herger Yu-kai Chou
Roman
Rackwitz
Marigo
Raftopoulos
Books
Keep Gamifying!
Enterprise Gamificationhttp://enterprise-gamification.com
Enterprise Gamification Wikihttp://enterprise-gamification.com/mediawiki
Gamification Decision Enginehttp://www.enterprise-gamification.com:8083/
Octalysishttp://octalysis.com/
mario.herger@gmail.com
@mherger
www.linkedin.com/in/marioherger/
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