gamification: not just badges for marketability

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Page 1: Gamification: Not Just Badges for Marketability
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Not Just Badges

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GAMIFICATION:THE SKINNY

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What is Gamification?• Gamification uses game design and gaming models in

traditionally non-game scenarios/contexts. • Gamification has been around for decades and can be seen

in the military to social capital organizations to present day digital properties. The idea is to incentivize, encourage, and activate engaged people around everyday tasks and life with rewards, badges, leaders, levels, objectives, and other symbols that have assigned value and propel engagement.

Who’s Doing it and for What?

Why is Gamification Valuable?

Introduction to Gamification: What is it?

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Gamification in PR/Social Media Tools

FourSquare• Badges – rewarding users for participation/check-ins• Loyalty program – rewarding those who check-in the most

Facebook• Creates an environment for games and allows players to interact

with people they know• Allows companies to assign points for social actions• Contest features

Klout• Klout score – points for “influence”• Klout Perks – rewarding users for “building influence”• Moments – designed to help users determine what makes them

“influential” and encourages them to keep sharing/influencing/playing

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GAMIFICATION: CASE STUDIES

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Campaign: Club Psych• A fan loyalty program housed in an interactive component to the Psych website

that motivates users to engage with the Psych web site.

Gamification Elements• Players, Challenges, Badges, Points/Rewards, Leaderboards

Results• 130% jump in page views of the Psych website, 30% increase in overall site traffic• 40% increase in return visits to the Psych website• 47% increase in online merchandise sales• ‘Brand Ambassadors’• Spin-off game created to further engage fans

Goal• Increase engagement on the Psych website

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Goal• Increase health awareness and physical activity among children with Zamzee

smart readers (a biometric sensor attached to an online gamified community.)

Gamification Elements:• Zamzee, rewards/badges/goals, challenges, stories, leaderboards,

competition.

Results:• “Kids using Zamzee moved almost 60% more, That's like doing an extra 45

minutes of non-stop pushups each week, •Scrubbing the floors for 3 hours per month. Chasing wild pigs for 6 minutes every single day.”

• Zamzee is a research-proven program that get kids moving. • Slowed bad cholesterol, controlled blood sugar levels, grew active

communities.• Rewards and small prizes incentivize activity successfully. • Active community/friends and physically feeling good sustains activity.• Zamzee proves that a little reward and objectives can = behavioral change

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Future of Gamification - what it’s implications could be

Why Gamification - everyone has a common interest/shared motivation

How to make it happen - partner with lab to discuss strategy/studio D to have a conversation about how to create a game

Summary

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THANK YOU