gamification - the internet show 2012
DESCRIPTION
This presentation was delivered by Colin Cardwell at the Internet Show, 30th April 2012 in MelbourneTRANSCRIPT
GAMIFICATION
COLIN CARDWELL, CEO
TODAY
What is gamification?
Why now?
How is it done?
What are the business benefits?
Examples
Questions
PLAY ALONG
Hidden in some of the slides in this presentation
is this image
might be more than one per slide
If you can tell me at the end exactly how many times this
image has been shown during the presentation (including this
one), you will win a prize
WHAT IS GAMIFICATION?
GAMIFICATION IS…
Making non-game activities
more game-like
GAMIFICATION IS…
Making things more:
Fun and Playful
Rewarding and Engaging
Exciting and Challenging
Competitive and Collaborative
Social and Sharable
GAMIFICATION IS…
Motivating people to do the things you want
them to do
Using the methods that game designers use
Tracking that activity
So that we can feedback and continue to
motivate
BROAD RANGE OF APPLICATIONS
Education, to motivate learners
Motivate and reward staff
Change in behaviour at a society level
Increase customer loyalty and therefore
increase sales and profits
IN SMALL WAYS
IN BIG WAYS
CONGRATULATIONS!
You’ve just won an award!
You have just won the Bronze Paying Attention Trophy for
paying attention during this presentation
Well Done You!Keep paying attention to win the Silver Trophy
WHY NOW?
3 REASONS
CHANGES IN CONSUMER BEHAVIOUR
The economy has reduced
confidence
Tending to save more and spend
less
Tending to buy during ‘sales’
Growth in buying online, offshore
Growth in purchase through
‘Daily Deal’ sites and services
More propensity to shop around
THE BUSINESS RESPONSE
More sales to tempt the consumer
Reliance on ‘Daily Deal’ and other promotions
Which has:
Increased customer acquisition costs
Increased customer retention costs
Reduced profit margins
MEANWHILE…
…there has been revolution in the games
industry
Before the 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 maybe…
Kids!
And then this happened…
NOWEVERYBODY
ISPLAYING
WHY DOES EVERYONE PLAY?
Play is part of our make up as human beings
People were playing long before computers were
invented
Computer games have been around so long that most
have grown up with them
We don't stop playing because we grow old;
we grow old because we stop playing.
George Bernard Shaw
SOME NUMBERS
Over 300 new games are uploaded to iTunes every
day
Around half of all apps downloaded are games
20 million Facebook Apps are installed by users
every day, more than half of those are games
More than half of Facebook active users play
Facebook games at least once per week
There are over 250 million people playing Zynga
games each month
AND OF COURSE…
…everyone has a smartphone these days
SMARTPHONES
You can get rid of the membership card
Real time interactions
Geo-targeted events
Real time rewards, feedback and
reporting
Open line of communication
With someone all the time
WHY MIGHT GAMIFICATION WORK?
First…
1. Businesses need new ways to drive loyalty and increase profits
2. Play is for everyone, not just for kids and young adult males
3. Nearly everyone has a smartphone
AND…
In most situations, fun is better than not fun
The value in a reward can be much greater than the value of the
reward itself
People are social and what their friends/family think matters to them
Often enough, the difference between choosing one action/product
over another can be tiny
THE PEOPLE ARE ASKING
When it comes to all the boring things in
the world (and for many, buying things is
one of them), the people are asking…
Why can’t this be
fun?
HOW IS IT DONE?
THE SECRET GAME DESIGNERS TOOLBOX
THE TOOLS
Points
Leader boards
Virtual Currency
Virtual Items
Virtual Economies
Levels and Progression
Badges and Trophies
Social Media
Integration
Fun
Points
Feedback is important
Leader boards
How do we compare to others?
Virtual Currency
Making points worth something
Virtual Shops & Items
Adding value to the currency
YOUR VIRTUAL CURRENCY
Must be of value to the
players.
They have to want it.
PAYING FOR ACTIONS WITH A VC
Typical Actions
Sign up to a newsletter
Visit a website
Watch a video
Take a survey
Tell a friend about a product
Tweet/post to Facebook about a product
Visit a Store
Sample the product (test drive)
Purchase a product
Purchase lots of products
PAY THEM
V$20
V$50
V$100
V$250
V$500
V$750
V$1000
V$5000
V$20000
V$ No Limit
FLEXIBILITY OF A VC
Typical Actions
Sign up to a newsletter
Visit a website
Watch a video
Take a survey
Tell a friend about a product
Tweet/post to Facebook about a product
Visit a Store
Sample the product (test drive)
Purchase a product
Purchase lots of products
PAY THEM
V$100
V$50
V$100
V$250
V$500
V$750
V$1000
V$5000
V$20000
V$ No Limit
Levels and Progression
The sense of purpose
Awards and Trophies
Goals and Objectives
Social Media Integration
Spreading the word
FUN
CHALLENGING FUNObjectives, Rewards,
Accomplishment, Frustration, Addiction, Focus
Goals, Strategy, Obstacles, Levels
EASY FUNSurprise, Adventure, Discovery, Mystery,
Imagination, CuriosityContent, Experiences, Exploration
PEOPLE FUNGenerosity, Co-operation, Niche
Interests, NetworkingCollaboration, Competition,
Community
CREATIVE FUNCreativity, Expression,
Individuality, PersonalisationAvatars, Customisation, Choice
4 TYPES OF FUN
CONGRATULATIONS AGAIN!
You’ve just won a better award!
You have won the Silver Paying Attention Trophy for
continuing to pay attention during this presentation
Well Done You!Who wants to win the GOLD trophy?
WHAT ARE BUSINESS BENEFITS?
THE BENEFITS
More engagement in brand
Better feelings towards the brand
Increased loyalty
Lower propensity to shop around
But what is the biggest business benefit of a
traditional loyalty programme?
Data. Behavioural data.
BEHAVIOURAL DATA
Post SalesBehaviour
(data)
Pre-Sales Behaviour
(data)
IMAGINE…
being able to track all of the
behaviours and activities that lead
to a sale
Do I get points for trying this
on?
Yes you do, because then we’ll start
to understand how many times
people try on before they buy.
AND FINALLY…
It is far less expensive to implement
than a traditional loyalty programme
And far less expensive to run (no
toasters)
And that opens it up to organisations that
couldn’t previously consider a traditional
loyalty programme, like:
TV Shows and Channels
Charities
Low margin businesses
SOME EXAMPLES?
ABC READING EGGS
ABC READING EGGS
Targeting 3-6 year olds
Over 2000 reading based
activities which progressively
unlock
Kids earn Golden Eggs every
time they complete one. Other
rewards too.
Kids spend them on their house,
their avatar and to play games
(over 30 games to choose from)
Progress reports for teachers
and parents
RSPCA RESCUE SHELTER
RSPCA RESCUE SHELTER
Rich Social game on Facebook
Players build and grow their own
Rescue Shelter
Equip it and customise it from a
range of virtual shops
Employ staff, build buildings and
landscape
Top up their currency by making
real donations
Vouchers are used to drive other
actions.
FOX FOOTY LIVE KICK
FOX FOOTY LIVE KICK
Players choose a team to play
for when the register
Fan teams play against each
other during a LIVE match
Players get a feed of kicks
based on the kicks from the
LIVE game
Players earn VC every time
their team scores
Players spend VC to take a
kick and more to re-takes
misses
Game ends 15 minutes after
the Live game ends
FOX FOOTY LIVE KICK
Footy$ are the virtual currency
Additional Footy$ can be
earned by completing brand
actions:
Visiting Fox Sports, NAB and
Foxtel sites
Watching live matches
Watching other shows on TV
Signing up to newsletters
Following on Facebook
We’ll be adding others through
the competition.
CONGRATULATIONS!
You’ve just won the biggest award!
You have won the Gold Paying Attention Trophy for
continuing to pay attention during this presentation
BIG Well Done You!
QUESTIONS?
Thank you
THE CORRECT ANSWER IS…
20