The Game of

Gamification

Enhance your marketing and communications efforts withgame mechanics

Are you ready?

Let’s PLAY!

We’re hardwired to love games.

• Gamification is applying game mechanics

in non-game settings to create engagement.

• Games are fun and rewarding, which can help

marketers increase brand loyalty – and profits.

• The love of games transcends cultures

and generations. It’s just part of who we are.

Gamification 101

• The basics of gamification

• How game techniques can be used

• Examples of successful gamification

This presentation explores…

The emotional connection forged by games leads

to a longer relationship, as opposed to simple

brand awareness.

* http://www.convinceandconvert.com/social-media-case-studies/why-gamification-works-how-brands-are-marketing-with-

fun/?utm_source=rss&utm_medium=rss&utm_campaign=why-gamification-works-how-brands-are-marketing-with-fun

Gamification isn’t new,

you know.

• Companies have long used points programs and

interactive features to reward loyalty or create interest.

• Gamification is rising in popularity right now because of

high-profile success stories.

• In fact, more than 70% of the world’s largest 2,000

companies report that they expect to deploy at

least one gamified application by the end of 2014*

The Game Theorists say that games charm us

because they fulfill basic human needs…

…for competence, autonomy and relatedness.

* https://www.youtube.com/watch?v=MyUC_28HIvA

Play is part of the

universal experience.

In fact, evolution has selected

for animals who play.*

That’s why games

are so engaging.

* http://blog.ted.com/2011/06/15/a-manifesto-for-play-for-bulgaria-and-beyond-steve-keil-on-ted-com/

* http://www.forbes.com/sites/ciocentral/2012/07/03/lets-play-to-keep-gen-y-staffers-gamify-their-work/

Gamification has

cross-generational appeal

• Generation Y – those born between 1980

and 2000 – now make up 25% of the workforce.*

• These technology mavens love online games

and social media. Gamified applications and

communications are an instant win with this group. Pun

intended.

• Of course, games also resonate with those who enjoy

connecting and competing – at any age.

* http://www.pinterest.com/fdlink/gamification-quotes/

“Gamification is as important

as social and mobile.*”

- Bing Gordon

What kind of

player are you?

Richard Bartle, game creator

and academic, developed a player

typology during the 1980s. His well-

known system helps define design

patterns in gamification.

Different players,

different motivations

You may recognize these

player types, for they describe

both how we like to play

games – and how we like

to interact with the world.

* http://gamifyforthewin.com/2012/08/whats-the-big-deal-about-bartles-player-types/

* http://www.growthengineering.co.uk/why-your-gamification-features-need-to-be-suitable-for-all-types-of-game-player/

Calling all players!

Like to ACT ON THE WORLD.

They set goals and play to win.

Offer points or badges for

progressing through levels

to help them feel they’ve

met their goal.

Achievers

Like to INTERACT WITH OTHER

PLAYERS. They chat, share and

empathize with others.

Give them the opportunity

to socialize, collaborate

and discuss.Socializers

Like to INTERACT WITH THE

WORLD. They love discovery

and learning.

Let them give ratings or vote

content up or down to share their

views about what

they’ve learned.

Explorers

Like to ACT ON OTHER PLAYERS.

They like domination and using the

tools of the game

to win.

Offer places to share their

reputation as a fierce

competitor (leaderboards, rankings)

and feel superior.

Killers

Player

Types

What are their

personalities?

How do you

engage them?

Technology + fun + reward =

BETTER ENGAGEMENT

Basic techniques include:

Games are all about

rewarding people

Real-world

examples

• Hotel and airline loyalty programs use points (or miles)

to reward customers for business volume.

• Recyclebank has taken it to the next level,

offering points to users for completing interactive

lessons about the importance of recycling.

• Users can redeem their points for discounts,

gift cards, magazine subscriptions and more.

Recyclebank

Using points to educate

• Companies are using leaderboards or other rankings

to add competition to the mix.

• Manufacturers have used leaderboards for some time

to track and reward employees’ performance.

• Business networking site LinkedIn recently began

ranking its users’ profiles by popularity – pushing users

to engage with the site more to increase their standing

in the eyes of valued business contacts.

LinkedIn

Adding rankings to its popular site

• Nike+ is a gamified app so popular, it inspired

an entire product line of accessories. This app lets

users record pace, distance and run routes to train

and challenge themselves.

• Nike+ also offers tasty social features, such as

allowing users to instantly share their stats with

Facebook and Twitter.

Nike+

Creating an interactive community sensation

Crowdsourcing

& gamification

Crowdsourcing is harnessing

the collective wisdom of a

community to answer questions

or solve challenges.

• Wikipedia is a well-known example,

one where people volunteer their time

and knowledge for the cause.

• Here are a few examples that add

competition and rewards for more flavor.

Think of crowdsourcing as

brainstorming on a large scale

• Ever had a cool idea for a new Lego set?

• On Lego IDEAS, users share their vision and gather

online support. 10,000 supporters qualifies your project

for Lego review, where marketing and design reps

choose new products.

Lego IDEAS

Helping Lego fans make their visions a reality

• The global crop sciences company reaches out to R&D

scientists for partnership opportunities through its

Syngenta Thoughtseeders program.

• The Good Growth Plan offers grants for the best ideas

for helping sustainably feed the growing global

population.

Syngenta

Encouraging collaboration,

gathering new ideas

Going beyond

B2C

Hey! Gamification isn’t just for

B2C – it’s also great for B2B

marketing and employee and

student engagement.

• Helping participants engage and interact in online

communities – give users who share more or help

others badges or rankings.

• Teaching visitors to your website about

your product or service with small tasks

or “missions” such as downloading papers,

watching videos or taking tests

for a chance at a prize.

Get greater B2B reach by…

Imagine awarding points to

employees for desired behaviors

such as attending training, using

the fitness center or collaborating

with others.

• At a school in North Carolina, students earn “gold”

for scores and purchase perks like bonus points on

homework or team test-taking.

Gamification and online learning

are standard in today’s classrooms

Signal

snapshots

John Deere partnered with Signal to design games that

inform customers about product features – it’s education

with a side of entertainment!

Signal snapshots

An online matching game helps promote

the Frontier utility tractor’s 600+ implements.

Matching game

The Eztrak Challenge lets players test

their skills with the mower’s maneuverability

in a timed challenge.

EZ Trak Challenge game

It’s time to use gamification

to help you reach your goals!

Read our white paperand learn your next steps.