playful engagement
Post on 14-Nov-2014
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Playful engagement
Mark Sage
@sagema
Life is a game. Money is how we keep score.
(Ted Turner)
Loyalty is a game. Points are how we keep score
…the game just got a little more complicated
What’s changed?
• Why are consumers acting differently and why is this becoming much more significant?
SOCIAL NETWORKS
SINGLE IDENTITY
WHEREVER, WHENEVER
With over 700m people on Facebook and growth rates
of 100m in the last 6 months, almost everybody is interconnected – the social
layer is built
Increasingly brands and services are using social networks like twitter and
Facebook to control identity management
(login) and communication
As smartphone/tablet adoption continues it’s
massive growth, customers are interacting before, during
and after a purchase – in real-time.
This is creating a wealth of interactions for any brand that wants to listen
Increasingly interactions are becoming more important than the transaction
Awareness
Research
Pre-purchase
Purchase
Post-purchase
Interactions
Gaming has learnt to introduce and manage complexity whilst keeping people engaged
Skill Level
Cha
lleng
e L
evel
High
High
Low
“A game is a system in which players engage in an artificial conflict, defined by rules, that result in a
quantifiable outcome”• Rules of Play: Game Design Fundamentals (Salen & Zimmerman) 2004
What is a game?
Game design principles can be used to improve & enhance everyday interactions
GAME STRUCTURE
GAME ENGAGEMENT
GAMERECOGNITION
Using the basic structure of game design to add additional depth and engagement to the
interaction
Understanding what keeps people playing and engaged across all levels
of ability
Leaning from game reward, recognition and motivation mechanics to improve the
overall interaction
This is Gamification
Gamification is not about creating standalone games
Played almost 8,000 times and broken all previous participation records for a study of this nature…
…however this is not Gamification, it’s a game.
Gamification is about adding gaming design mechanics to every day activities
Creates the rules
The system
Quantifiable outcome
GAME STRUCTURE
Defined as:-• The chain of actions you do over and over again
The game loop
Buy Plot
Buy & Place Item
Wait for Income
Collect Income
http://www.slideshare.net/wooga/killer-game-loops-in-social-games
[Loyalty is] an integrated system of marketing actions that aims to make
member customers more loyal(Share and Sharp 1997)
Loyalty has similar characteristics
The loyalty game loop
15
Purchase Item
Earn Points
Collect Points
Redeem Points
Listen & Learn
Join
Share of Spend Tenure Advocacy
The loyalty game loop needs to incorporate more than the basic transaction
16
Purchase Item
Earn Points
Collect Points
Redeem Points
Listen & Learn
Join
Share of Spend Tenure Advocacy
Check-in
Price Comparison
Product Review
Tweet Mention
Web LoginUse of an Offer
Social Share
1. Consistency - Add a new layer on the existing game loop, not create a new one
2. Discovery - Novice players should not need to care about it until they figure it out on their own
3. Depth - Strategic thinking with variable solutions and outcomes is best
4. Achievement - Players should be able to stumble on it and feel smart for achieving it
5. Extensibility - After doing it once and gaining rewards, players are able to repeat to get a better solution
The game loop – Smart Depth
Buy Plot
Buy & Place Item
Wait for Income
Collect Income
Adding additional
layers
http://www.slideshare.net/wooga/killer-game-loops-in-social-games
GAME ENGAGEMENT
Keeping users engaged - Game flow
“The state in which people are so involved
in an activity that nothing else seems to
matter; the experience itself is so
enjoyable that people will do it even at
great cost, for the sheer sake of doing it”
Skill Level
Cha
lleng
e L
evel
High
High
Low
Low
Flow Channel
Anxiety
Boredom
Rules of flow
1. Direction - Activity with a clear set of goals which adds direction and structure to the task
2. Achievable - Good balance between the perceived challenges of the task at hand and his or her own perceived skills.
3. Feedback - Clear and immediate feedback helps the person negotiate any changing demands / adjust to maintain the flow state
Ultimate goal is to keep every player involved and engaged, whatever their
ability Skill Level
Cha
lleng
e L
evel
High
High
Low
Low
Anxiety
Boredom
Newbie
Casual Gamer
HardcoreGamer
Flow Channel
Loyalty flow
• Loyalty programmes also need to be designed around flow
• Challenge level can be directly attributed to ongoing engagement
• Tiers can be used to create levels that people chase to attain – increasing the challenge in line with ability
• Have to be careful tiering doesn’t “top out” – schemes see drop in activity once top tier reached
• Need to consider feedback and how this can play a pivotal role in engagement/flow
Skill/Ability Level
Cha
lleng
e L
evel
High
High
Low
Low
Anxiety
BoredomBronze
Silver
GoldCustomers top out
• Tiers in loyalty are very similar to levels used within social gaming
• Gaming levels do present additional opportunities however:-
• Early days engagement – Users are pushed through lower levels quickly to help “lock in” the behaviour
• Social Currency – Levels are published to friends to create an element of competition and achievement
• Incremental Achievement – More levels provide granular behaviour recognition and prevent “topping out” so quickly
• Signposting – Different activities can help you “level up” more quickly
Loyalty flow - Tiers vs levels
“Meaningful play occurs when the relationships between actions and outcomes in a game are both
discernable and integrated into the larger context of the game”
Rules of Play: Game Design Fundamentals (Salen & Zimmerman) 2004
Engagement through meaningful play
• Discernable–Allow players to understand that an action has a reaction
– “If I shoot the asteroid it blows up”– “If I swipe my card, recommend a friend or take up an offer this is recognised
–The closer recognition is to action the better the game play
• Integrated–Recognition is not only immediate, but also plays larger part of overall
game– “Shooting lots of asteroids gains points which go toward higher level – higher
tiers provide bigger guns”
–Within a loyalty programme, my actions combine progress towards a tier and/or reward
– High tiers provide faster earning / increased reward selection
Creating meaningful play
Every action has a reaction
Every action has a reaction
Making credit card transactions interactive
“People exert more effort towards reaching a goal
the closer they come to the goal”
(Hull 1932)
Farming engagement
Progression Dynamic
AppointmentDynamic
Goal Directed
Daily Mail rewards example
GAME RECOGNITION
If we are to recognise every “check-in”, product review, “like” or social interaction, we need a different way to
reward people
Social Currency
Things that help me belong
Things that make me feel special
Recognising all interactions requires the unlocking of “social currency”
Social Currency
Do you remember?
How many coins did you put in this
Simply to get onto this?
Example of early social
currency
Leader boards democratise social currency
Game play compared to other friends
[re·ward] – noun A thing given in recognition of service, effort, or achievement
Foursquare relies on social currency to create rewards from recognition
Share with friends
Get recognised for taking part
Loyalty Rewards used to be about “me”
Now it’s what they say “about me”
Cost
80m people a week can’t be wrong…
Social gaming has come of age utilising:-• Appointment dynamics to
encourage return• Social currency through
levels• Dual currencies to both
reward and recognise
Balancing recognition and rewardDual Currency Example - Delta
Both currencies can be used to achieve status and benefits
MQM reward currency earned
from flights & partners
MQS benefits currency earned from flights only
Only the miles currency can be used for rewards
Loyalty programmes are games
GAME STRUCTURE
GAME ENGAGEMENT
GAMERECOGNITION
Using the basic structure of game design to add additional depth and engagement to the
interaction
Understanding what keeps people playing and engaged across all levels
of ability
Leaning from game reward, recognition and motivation mechanics to improve the
overall interaction
Now we need to make the game play better
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