gamification internal
TRANSCRIPT
GamificationNicholas Mikic
Gamification
By using the same game design methodologies as game designers, can we make brands more addictive?
More specifically - “Can we make the engagement with a brand addictive in the same way that games are addictive?”
The gaming revolution
Before the gaming revolution we knew where we stood…
Gamers were young adult males who were anti-social, ate pizza, drank Coke by the BIG bottle and had no life… or perhaps kids even?
Then this happened
Nowadays, your typical gamer is...
Average age: 3247% female
76% of gamers over 18
19% aged over 51
The average household
71% have 2 or more gamers
87% have 3 or more screens
98% with children have
games63% use a console for
games
47% use a mobile for
games
26% use a tablet for games
The gaming industry at a glance
3 billion hours per week spent playing games globally1 in 3 people online play social / casual games80% of app store revenue goes to mobile gamesTablet owners spend 67% of their time playing gamesGaming industry ($56B) is 2x bigger than the music industry ($26B)
Nike case study
How can Nike sell more running shoes, without: Reducing prices (reduces margins) Using promotions and sales (expensive and reduces margins) Offering tangible rewards (such as traditional loyalty programme – expensive
to operate and fulfill, and once again reduces margins)
Nike+
A small device (which runners pay for) is placed in their shoe and tracks every step they take
It syncs back to their iPhone/iPod and a central website
Nike+
The data allows runners to: Track their performance over time Map their runs and compare different runs Compete with themselves Find people of a similar ability and race with them Compete with friends over Facebook Set goals (and have goals set for you to improve) Progress through a series of levels based on activity and performance
All of which you might do in a game…
From a branding / market research perspectiveNike have a direct line of communication to 8 million customersThey have more behavioural data than ever beforeAnd they’re continuing to grow…
The science of fun
Four types of fun
Challenging fun• Objectives• Strategic• Obstacles• Rewards• Levels
Easy fun• Adventure• Discovery• Exploration• Mystery• Experience
People fun• Cooperation• Competition• Collaboration• Networking• Community
Creative fun• Self-expression• Personalisation• Individuality• Avatars• Choice
Reward structures
Points
Leader boards
Virtual currency
Levels & progression
Missions & quests
Badges & trophies
Social media integration
Constant near goal completion
Some more examples…
ABC Reading Eggs
Coles self-checkout
Implications for researchers and strategists
Market Research & Gamification
Understand
•Segmenting customers by gaming preferences
•Understanding the brand fit of different types of games
Enhance
•Using gaming elements to enhance the research process
•Implementing reward structures
Data mini
ng
•Collecting large scale behavioural data
•Collect data on hard to reach segments
Engagement
Data
Research / analysis
Strategic insights
Gaming
Using Gamification as Strategists
•Rewarding customer loyalty and engagement
•Direct marketing channel for promos and special offers
•Using consumer irrationality as a driver to playing games
•Understanding irrationality through Gamification
•Employing behaviour change strategies through gaming
•Raising awareness on social and economic issues
•Shifting brand perceptions and attitudes
•Understanding and attracting new customer segments
Brand positioning
Social implications
Customer rewards
Behavioural Economics
Questions?