Gamification: How to Level Up Consumer Engagement
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17-Oct-2014 -
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Transcript of Gamification: How to Level Up Consumer Engagement
GamificationLevel Up Consumer Engagement
Shaun QuigleyVP, Digital Practice Director [email protected]
@squigster #ForTheWin
Brunnerworks.com BHiveLab.com
Automatic Content Recognition
Near Field Communication
Showrooming
Augmented Reality
My tailgate is better than your tailgate!
1. Trends (and hype)2. Why game mechanics drive
engagement 3. Case studies 4. Platforms 5. Gamify Anything 6. Metrics
Agenda!
GamificationLevel Up Consumer Engagement
Shaun QuigleyVP, Digital Practice Director [email protected]@squigster412.995.9500
Trends (and hype) Gamification
Gamification applies game mechanics to non-game activities to drive engagement and solve problems
What is it?
What’s driving it?
What’s driving it?
What’s driving it?
What’s driving it?
What’s driving it?
What’s driving it?
What’s driving it?
What’s driving it?
What’s driving it?
HELLO, I am impervious to your advertising
What’s driving it?
What’s driving it?
Rise in social gaming Rise in mobile-social technology
adoption Less attention from consumers Cuts across industries Familiar to consumers
Gamification applies game mechanics to non-game activities to drive engagement and solve problems
What is it?
How we make things in the world (non-game activities)
more engaging
Games created specifically for marketing purposes
Games we play as kids and adults
It ain’t no gameGamification
Advergaming
Games
How we make things in the world (non-game activities)
more engaging (Business goals helped by game mechanics)
Games we play as kids and adults
(mostly entertainment)
What is it?
Games created specifically for marketing purposes
(entertainment with a business goal)
(actual games)
(game mechanics)
How we make things in the world (non-game activities)
more engaging (Business goals helped by game mechanics)
Games we play as kids and adults
(mostly entertainment)
What is it?
Games created specifically for marketing purposes
(entertainment with a business goal)
(actual games)
(game mechanics)
AppointmentsPointsLevels
Challenges Virtual Goods Leaderboards
Gifting and Charity
game mechanics
Game mechanics impact behavior by satisfying fundamental human desires
Graphic: bunchball.com
Motivate through psychology
Persuasive Technology
Gaming Trends
Human Psychology
MotivationsAbility
Triggers
Satisfyfundamental
human desires
Behavior Change
Motivate through psychology
Aided by mobile-social technology
Non compliance Compliance
Game mechanicsGamification
Appointment
yesterday today
Appointments
yesterday today
Points
yesterday today
Levels
yesterday today
Levels
yesterday today
Challenges
yesterday today
Badges
yesterday today
Leaderboards
yesterday today
Gifting/Charity
yesterday today
Game mechanics change behavior by satisfying fundamental human desires
Graphic: bunchball.com
Platforms Gamification
Platforms
Rewards for reviews!
Buffalo Wild Wings
+ +
+ +• Well-trained staff • Good marketing
• Good consumer connection
• Good timing
• Simple platform
Buffalo Wild Wings
Goals
Challenge
Customization
Results
20,000 challenges
184,000unique players
1 in 3 played again, averaging 7 challenges per player
100MMsocial media impressions
Objectives Success metrics
Audience Hot Idea
Spicy game mechanicsAppetizing Promotion
recipe for success
• increase value per purchase • drive new product/service adoption• acquire/segment users• get feedback• increase compliance • train staff • improve customer service
Clarify your objectives
Let’s Play! Gamification
Make it a game!
1. Decide on a topic 2. Pick an audience3. Define player motivations4. Define your victory conditions 5. Set the rules for the game 6. Make it social
Audience
• Who are they? • What are their attitudes? • What motivates them? • How do you want them to behave?
Audience
• Who is the consumer? • What are their motivations? • What are their current attitudes? • How do you want them to behave?
Player motivations
• Competition• Mastery • Free• Winning • Affiliation• Power• Loyalty • Curiosity
Choose win condition
• Rescue/escape • Victory points • Checkpoint • Race • Territory Control • Capture• Survival • Elimination
Set rules
• Points (+/-) • Levels• Reward schedule• Auction• Risk • Variable challenge• Time • Loss aversion• Risk • Luck
Make it social
• Social Status• Collecting• Achievement • Feedback • Collaboration • Leaderboard • Gifting • Customization
Challenges = Achievement
“Dare to quit smoking”
Topic: Smoking
Audience: Smokers who want to quit
Motivation: Achievement, Acceptance
Victory Condition:Quit
Mechanics Variable, customization, badges, gifting
Nike+
Topic: Running
Audience: Runners who listen to music
Motivation: Competition, Mastery, Achievement
Victory Condition:Goal achievement
Mechanics Challenge, customization, feedback
Time2Brush!
Topic: Brush your teeth
Audience: Kids
Motivation: Instant gratification, winning
Victory Condition:Checkpoints
Mechanics Challenge, customization, feedback
Enterprise gamification
Topic: Better serve your customers
Audience: Developers
Motivation: Power, competition, mastery
Victory Condition:Victory points, race
Mechanics Social points, leaderboard, achievement, communal collaboration
Metrics Gamification
1. What’s the business goal? 2. How will this effort help achieve it? 3. Develop measureable objectives
- Do benchmarks exist? 4. What will be measured? 5. How will it be measured?
What brands expect
Awareness
Consideration
Trial
Loyalty
Advocacy
Brand awarenessPerceptions
Recall
Web interactionBrand buzz (social) Program enrollment
Offer response ratesCoupon redemption
Sales conversion
CRM Segmentation
Customer satisfaction
Pass-alongNet promoter score
Virality
Awareness
Consideration
Trial RecencyFrequencyDuration ViralityRatings
eScore
Loyalty
Advocacy
Lipstick on a pig?
Shaun QuigleyVP, Digital Practice Director [email protected]@squigster412.995.9500
Thanks!
Brunnerworks.com BHiveLab.com
GamificationLevel Up Consumer Engagement
Shaun QuigleyVP, Digital Practice Director [email protected]@squigster412.995.9500
The Valentine’s Game
Topic: Valentine’s day
Audience: YOU!
MotivationsReward
Victory Condition:Victory points
Mechanics Appointment, gifting , communal collaboration, Turns/randomizers
Shaun QuigleyVP, Digital Practice Director [email protected]@squigster412.995.9500
Thanks!
Brunnerworks.com BHiveLab.com