gamification? help or hype

Gamification: Help or Hype?

twitter.com/adamkleinbergadam@tractionco.com415.962.5823

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GAMING INDUSTRY

$60,000,000,000

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250,000,000PLAY SOCIAL GAMESEVERY MONTH

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120,000,000PARTICIPATE INTRAVEL AWARDS PROGRAMS

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84%OF INTERNET MARKETERS HAD NO PLANS TO USE GAMES IN 2011

Forrester

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?

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QUESTION #1

Is anyone here planning on using games in 2011?

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WHO ARE GAMERS?

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WHO ARE GAMERS?• Skew female.• Span many generations.• Motivated to connect with others.• More likely to engage with brands

on social networks. Forrester 2011

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QUESTION #2

How many of you play games?

Vocabulary

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Game

Structured play,usually for enjoyment.

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Gameplay

Interaction within a game.

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Game Mechanics

Points

Levels

ChallengesAchievements

Virtual GoodsBadges

Leaderboards

Competitions

Trophies

Constructs or tactics intended to encourage gameplay.

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Achievement

Appointment Dynamic

Avoidance

Behavioral Contrast

Blissful Productivity

Cascading Information Theory

Chain Schedules

Communal Discovery

Companion Gaming

Contingency

Countdown

Disincentives

Endless Games

Envy

Epic Meaning

Extinction

Fixed Interval Reward Schedules

Free Lunch

Fun Once, Fun Always

Interval Reward Schedules

Lottery

Loyalty

Meta Game

Micro Leader-boards

Modifiers

Moral Hazard of Game Play

Ownership

Pride

Privacy

Progression Dynamic

Ratio Reward Schedules

Real-time v. Delayed Mechanics

Reinforcer

Response

Reward Schedules

Shell Game

Social Fabric of Games

Status

Urgent Optimism

Variable Interval Reward Schedules

Variable Ratio Reward Schedule

Viral Game Mechanics

Virtual Items

Game DynamicsStrategies used in game design based on psychological motivations.

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Game DynamicsAvoidance The act of inducing player behavior not by giving a reward, but by not instituting a punishment.

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QUESTION #3

Who here didnʼt watch LOST?

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Game DynamicsFree lunch A dynamic in which a player feels that they are getting something for free due to another person having done work.

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Currencies

Ways to provide incentives that align with psychological motivations.

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EconomicMotive

The need for material success

Internal External

TribalMotive

The need to help your communityC

olle

ctiv

eIn

divi

dual

MoralMotive

The need to do something good

SocialMotive

The need for influence and recognition

PleasureMotive

The need for enjoyment

Currencies

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GamificationThe use of gaming, game apps and mechanics

to drive adoption, usage, engagement and loyalty in non-game applications.

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FREQUENT FLIER PROGRAMS• Use multiple game mechanics‣ Collect Points (miles)‣ Level Up (to Silver and Gold status)‣ Do Challenges (fly 3X in next 30 days…)‣ Win Rewards

Gaming for marketers

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DISTINCT OPPORTUNITIES• Gameplay in social games.• Create your own branded game.• Gamifying non-game digital

experiences.•

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“We suggest that marketers start by advertising in existing social games…”

– Forrester

GAMEPLAY IN SOCIAL GAMES

#1

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Currency ExchangeCityVille

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Virtual BillboardRestaurants.com in Restaurant City

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Branded Virtual GoodsCascadian Farms sold 310 million blueberries.

Inside of FarmVille.

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Deep IntegrationBing and Angry Birds

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CREATE YOUR OWN BRANDED GAME

#2

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• 6,231,186 game plays

• 90,307 plays per day

• 270,018 hours of brand exposure

Branded Games

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CREATE YOUR OWN BRANDED GAME

Elisa HaidtSr. Marketing ManagerCreative Suite

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CHALLENGE• Students have always been a critical

target for Adobe, but skeptical of marketing

• Adobeʼs student pricing for CS4 was great, but competing with beer and pizza

• Adobe had experimented in Facebook— now it was time for real business results

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ENGAGE & INSPIRE• Engage students by providing them with

something they value• Inspire them by teaching them how to do

amazing things with their photos and Adobe products

• Give them a reason to return to the page again and again so we could expose them to offers again and again

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ALIGN WITH NATURAL BEHAVIOR

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FEATURED IN:

RESULTS (REAL BUSINESS ONES)• 40% of players returned to play again• 22% checked out the tutorials• 6% clicked the share button• 6% clicked buy now

Gamification

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ITʼS ONLY GAMIFICATIONIF ITʼS NOT A GAME.

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‣ $1 off for mayors‣ badges for fun

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Motivating health through gamification

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Internal External

Currencies

TribalMotive

The need to help your communityC

olle

ctiv

eIn

divi

dual

MoralMotive

The need to do something good

EconomicMotive

The need for material success

SocialMotive

The need for influence and recognition

PleasureMotive

The need for enjoyment

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PleasureMotive

The need for enjoyment

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‣ GameMechanic: Achievement

MoralMotive

The need to do something good

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‣ GameMechanic: Rewards

SocialMotive

The need for influence and recognition

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‣ GameMechanic: Leaderboard

TribalMotive

The need to help your community

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‣ GameMechanic: Team Play

EconomicMotive

The need to do something good

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‣ GameMechanic: Points

Considerations

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EMBRACE THE HELP.AVOID THE HYPE.

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Help or hype?

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QUESTION #4

Who thinks Marriott HR will still have budget for this

program in 2012?

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ENGINEER A PATH TO YOUR GOALS.

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‣ Prioritize business objectives

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REWARDS. REWARDS. REWARDS. REWARDS. REWARDS.

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‣ 1,000,000+ challenges completed

‣ Hundreds of thousands of unique players

‣ Nearly half posted to Facebook and Twitter

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DONʼT REINVENT THE WHEEL.

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LEVERAGE MOTIVATIONS.

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QUESTION #5

Who thinks gamifying this presentation made it better?

Thanks.

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Adam Kleinberg

adam@tractionco.comtwitter.com/adamkleinberglinkedin.com/in/adamkleinberg

415.962.5823

Elisa Haidt

ehaidt@adobe.com415.832.5274