Gamificationon Branding

@JaumeTeixi

29/05/2012

Barcelona @ElisavaBCN

Branding Evolution

Social Media

Gamification

Social Media

The Cluetrain Manifesto

Markets are Conversations

Markets are Getting Smarter Faster than most Companies

Social Media

Mark Zuckerberg

A social version of anything can almost always be more engaging and outperforma non-social version

Social Media Evolution

Mark PrenskyDigital Natives, Digital Immigrants

MobileInstant Everything Generation

Contacts/Friends/ FollowersSocial Graph

Gamification’s Ancestor

Past » Service Marketing from Product to Service

Current » Gamificationfrom Service to Experience

Gamification

Game Mechanicsfor Non-Game Activities

Game Design for Branding

Veterans’ Argumented Gamification

Ian Bogost » Exploitationware

Richard A. Bartle » Serious Games Want a Game

Jane Mcgonigal » PERMA

Amy Jo Kim » Smart Gamification

Students’ Argumented Gamification

Simon Wiscombe » Rethinking G.Don't Focus on Achievements… Target the Journey, Rather than the Goal

Sebastian Deterding » Defining G.From Game Design Element to Gamefulness

Social Games

Played on Social NetworksorSocial Graph’s GamePlay

Facebook ConnectTwitter Oauth

All Games Are Social?

J. Raddof’s History Of Social Games

Social Games’ Design Elements

Tutorial by Default » Casual Gamers

Personalization » Customization

Social Graph » Ecosystem

User-to-User Comm. » Messaging

Network Effects

Network EffectEach new user adds a positive (+) or negative (-) effect for the rest

(-) Censorship » Streisand Effect

(+) Virality » k-Factor

Design for Player Types

J. Raddof’s Game Player Motivations

Design for Contribution

Social Influence » Reputation

Social Favors » Reciprocity

Social Discovery » Efficacy

Social Belonging » Community

Design for 3 Cycles

Focus on 3 Engagements Cycles:

Clear Goals » Novice

Fresh Content » Regular

Exclusive Status » Evangelist

N. Lovell’s 10 Rules of Gamification

1. You’re not making a game2. Know what you are trying to achieve3. Be prepared not to gamify4. Games are rubbish at customer acquisition5. Retention is crucial, yet criminally overlooked6. Monetization may sound great, but focus on your core business7. No, games are not just about competition8. Beware unintended consequences9. Make it personal10. Gamification is a process, not a project

Metrics AAA + AARRR

Vanity Metrics vs Actionable Accessible Auditable

Design Metrics

Churn - Constant loss and gain of members

Cohort Analysis - Aggregates On Time

DAU/MAU - Comparing Daily Active Users to Monthly Active Users

UAC - User Acquisition Cost

k-Factor - Viral Rate/Virality

Gamification Opportunity

The BeginingSkyPoints, Air Miles » Loyalty Cards

Customer ExperienceLoyalty & EngagementCustomized ProductsSpecial OffersCollections & Scarcity

Gamification Opportunity

Not Gamification

Content Marketing AdvergamingSerious GamesNewsgamesEdutainment

Gamification Opportunity

Gamification

Respect Organic Virality » Don't Spam

Playing Gives You a Sense of »Urgent Optimism: Don't Give Up

Provides » Real Return Value

Gamification Opportunity

Drive » Real Customer Loyalty

Differentiate » Your Brand

Thank You!Questions?

@JaumeTeixi

29/05/2012

Barcelona @ElisavaBCN