Gaming for Peace: Exploring the Gamification of Soft Skill ...
Gamification the next big step in audience-brand interaction - the great debate at social gaming...
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Gamification : the next big step in audience-brand interaction Toby Beresford @ tobyberesford www.gamificationofwork.com
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Toby Beresford articulates the case for gamification of marketing campaigns at the Social Gaming and Virtual Goods world forum December 2011.
Transcript of Gamification the next big step in audience-brand interaction - the great debate at social gaming...
Toby Beresford
Pailz.comEvery meeting action done!
GamificationOfWork.comResults driven, hyper engaged workforceTop 20 Gamification Gurus monthly leaderboard
Gamification is
Game mechanics usedoutside of games
To gamify your customers
Treat them like players
There are many game mechanics...
TurnsDicePuzzlesRacesTerritory
ControlVictory pointsCommunalCollaboration
ReputationRewardSchedulesInfinite GamesVariable RatioRewardsProgression PointsLoyalty
AppointmentsFree lunchDiscoveryAchievementsBadgesSerendipityLeaderboards
But we’ll focus on three
Clear goals
Trackable points
Meaningful rewards
To drive the behaviour we want
Deeper engagement with our brand
From one off incentives
To long term behaviours
Gamified campaigns
Bring it all together
Goals
Points
Rewards
Community Status
Is where the meaning is
Forrst Leaderboard
Keeping users involved using the Petal Model
Active Viral Loop
Why should I share with a friend?
Passive Viral Loop
The network effect - the benefit to me of existing friends being involved
Positive Daily Loop
What do I get if I come back daily?
Negative Daily Loop
What will I lose if I don’t return each day?
It takes many petals to make a rose
Just as Zynga has many loops
Gamification is not one, but many techniques that can be applied to engage your customers.
Gamification
No longer an audience
Now players
